Does email marketing sound outdated to you? Have you found yourself thinking: “It just ends up in spam! People don’t read them!” If so, let me disappoint you and share that it’s the exact opposite – when done right!
Email marketing is a great tool to boost sales and engage customers in your content journey. In fact, most customers prefer to receive marketing material via email over any other channel.
Not to mention, email marketing can offer a huge return on investment (ROI). According to OptinMonster, “email marketing has a 4400% ROI. That means that every dollar you spend on email marketing has the potential to bring you a $44 return.”
Whether you want to maximize revenue, build your customer base, or simply get better connected with your most loyal customers, you can use the these six email marketing tactics to grow your business.
1. Make email sign-up easy
Let’s start with the basics. Email marketing only works if you have an email subscriber list. In any email marketing strategy, your first step is to encourage people to sign up. Don’t hide your sign-up forms at the bottom corner of your website. Add email sign-up forms that are visible throughout your website.
Here are some easy and efficient spots to include sign-up forms:
- dedicated landing page
- blog content
- sitewide sidebar section
- sitewide footer section
- near the main navigation menu
Make sure customers are aware of your email sign-up form. Make it easy for them to find it, but don’t be too pushy. If you annoy your audience with “Subscribe to my email list!” they probably will ignore it. You can also motivate customers to sign-up with an incentive – also known as a lead magnet.
2. Segment your email list
Not all of your email content will be helpful to every subscriber. Keep your customer journey in mind. Don’t send mass blast emails. Segment your email list and personalize your messaging with meaningful content. This will quickly boost your click-through and engagement rates.
Get to know more about your customers and personalize your emails. Analyze the channels they signed up through and adjust the message to their interests. There are plenty of analytic and data visualization tools to help you monitor your channels and design campaigns based on insights.
3. Educate your audience
Educate your audience using a popular format like frequently asked questions (FAQ), top tips, or explainer and tutorial videos. You can create a webinar to engage with your audience, make it fun, and teach them new things about your product or service. This provides added value to customers and can boost brand loyalty.
Frequently asked questions can be addressed in a dedicated email or a blog post that links to your recent email. Publishing FAQ content shows customers you care, and can even reduce the operational burden of customer service.
4. Automate email follow-ups
Communicating with customers regularly can be time-consuming. Therefore it is necessary to use email automation tools. Send welcome emails, birthday cards or product news, requests for reviews, and general updates using email marketing automation tools that offer personalization at the click of a button.
5. Generate website traffic
With social commerce becoming a prominent trend and social media platforms working to keep users on their platforms throughout the purchase journey, it’s essential to direct customers back to your website using email.
Include a link to an educational blog post or a call to action that leads to your online shop or landing page in your email newsletter. You can measure the impact this traffic channel has on sales using analytics tools.
6. Optimize email send time
Email campaigns need to reach your subscribers at the right time and place. Therefore it doesn’t make much sense if you send an email on a day or time when your audience doesn’t read it.
Find the right time to reach your audience. This will most likely not be on a weekend or late at night. Studies show, in general, the highest click-to-open rates are 10 AM at 21%, 1 PM at 22%, and spike near 6 PM.
The perfect send time can vary, depending on the industry and geographic location of your audience. You might need to make some adjustments as you analyze how your customers respond to your send time. Ultimately, timing is important, so put forth the extra effort to optimize and increase the likelihood of subscribers opening your email.
Growing your business with email marketing
Growing your business through email marketing is anything but outdated. It is a great way to reach your customers on a more personal level.
Don’t make it all about promoting your product. Remember that you want to show customers your value and intel on topics in our industry. Show them that you see your responsibility as encompassing more than just increasing sales.
Email marketing is not about spamming customers with promotions, it is about timing and value. If you are able to present this to your customer, they will likely repay you with trust and loyalty, helping to secure a stable foundation for your company’s growth.
Taylor Ryan is a six-time startup founder, currently the CEO of ArchitectureQuote, connecting architects with projects and Partner at Klint Marketing, a digital growth agency. Taylor is an American living in Copenhagen, Denmark where he has spent the last four years running the marketing departments for some of Denmark’s fastest-growing startups.
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