Most people hate receiving emails from businesses. I, for one, dislike it when I get too many messages from the same company, seemingly trying to shove their products and services down my throat. It just makes you want to click Unsubscribe as quickly as possible and never hear from them again. Yup email marketing can be polarising – especially if you are not reading your audience.
The truth is, people do not hit Unsubscribe because they don’t like the brand, they opt-out from the email list because the emails, instead of adding value to them, spam them with overly sales-sy messages or email them too often which is downright annoying.
But when planned out properly and sent out at the right moment, email marketing can prove to be a valuable supplement to your entire marketing efforts that will generate a high return.
Let’s find out when to use email marketing and how you can maximise them in your customer’s buying journey.
How you can benefit from email marketing
According to Statista, more than 293.6 billion emails were sent and received each day in 2019 alone, and that number is set to grow to 347.3 billion daily emails by 2022. Of that total, a large number are marketing emails:
Indeed, email marketing has become such a powerful tool for marketers because:
It helps with lead generation.
If done right, an email marketing campaign can produce valuable leads that give you a higher chance of getting a sale. Since subscribers are already familiar with your brand, reaching out to them is a warm(ish) lead and closing the deal that little bit easier.
It helps you build credibility.
Consumers these days are more connected than ever and this gives them more access to information than ever. With strong email marketing strategies in your arsenal, you’ll be able to build your company credibility and be more relevant in your industry.
It helps improve your communication with clients.
You know how important it is to build a strong relationship with your clients, but have you realised how important they are as a marketing tool themselves? Look after them, add value and be humble and they may just become advocates, helping to sell your brand and products above what you can do yourself.
It helps you determine what’s working and what’s not.
Email marketing services go a long way to helping you obtain the metrics you need to see how the rest of your marketing campaigns are performing. For instance, you can determine what type of content is mostly consumed by customers through your click-through rates. Do they like images? Videos? Content about super user tips? Learn from what they engage with and use it to improve your content to make it more effective.
So, when should you use email marketing?
To build a good foundation for your email marketing strategies, you need to remember that an email is a personal experience for your consumer. Unlike advertisements that are targeted towards a general audience, an email campaign seeks to reach out to a consumer on a more personal level. It should be more targeted.
Think about it as sending that first message to a girl or guy you like.
- You don’t go in too brash and bold, or they will think you are arrogant.
- You don’t tell them why you are amazing, you let them find out slowly.
- You don’t shout at them or make them feel pressured, you give them the power to decide.
- You make sure your reputation matches what you are trying to say.
- It comes down to tone, what you have to say and being interesting.
Keep this in mind for your emails as well. With that in mind, here are some scenarios where email marketing is a smart strategy to employ:
To Inform your consumers about a new product, service, or promotion.
Send a short yet compelling email message that offers a sneak peek of a new offering. Tease at it, show the benefits, but let them be in control. Let them drive interest in your product and choose to visit your website or give you a call.
Keep in touch with your customers.
These people already know your brand and they’ve probably tried your product before. But the truth is, you can’t rely on your consumers’ memory to keep them loyal to your brand. After all, (as we said above) they are digitally connected and trying something new is simple. Sending emails is a smart way to keep in touch with customers where you can deliver timely and relevant information to them. Alluding to a “Soon-to-be-released” offer means you can then ask them to register interest/or give you a reason to contact them (see above).
Reach out to prospects who are not active on social media.
Although social media is used by almost everyone these days, you can’t pass up the opportunity to reach out to consumers who are not as active on these platforms.
With email marketing, you have the power to reach out to a demographic on a more personal level to give your audience useful content, and not just focus on sales.
Plus, you can use email to augment what you are saying across other channels.
What are some of the best practices in email marketing that you can adapt?
Email marketing should never be used to bombard your consumers and prospects with emails that don’t add any value to them. Here are some key points that you should remember when creating an email people want to engage with:
Remember, your customers are receiving potentially hundreds of emails every day. Don’t be just another email. Have a clear purpose for what your email is about and make the relevant. It could be to introduce a new product, to request feedback, or to offer a discount or promotion to your consumer.
Personalise your content.
Creating personas which group people is a good start to personalising email, BUT if you have the tools to embed insights truly relevant to each recipient (EG if they have visited your site and not transacted), then use them to make the emails you send truly valuable.
Stick to a schedule.
When it comes to email marketing, you need to distribute regularly but not too often or too little. It’s best to stick to a schedule so consumers can anticipate your content and make it part of their reading routine.
Keep an eye on your metrics.
Open rates and click-through rates are very important metrics that will allow you to know if your email marketing campaign is effective or not. You should keep an eye on these numbers to make the necessary adjustments to your strategies and create content that is not only readable but also shareable. This is already easy with all the modern email analytics tools available today.
If done right, email marketing can do wonders for your business. As long as you know what your goals are and how you can implement them properly, you’ll get the benefits out of your email marketing campaign.
If you need help in developing a good email marketing strategy for your brand, we are here to help – drop us a line and one of the Three Piece Marketing team will get back to you.