Marketers are already spread pretty thin. They don’t want to add another marketing channel for their business unless it’s proven to work and easy to implement. If you’re not already using email marketing to promote your business, you’re likely missing out on stronger customer relationships.
How do you build those stronger relationships? Start by reaching out to the current contacts on your list and starting the conversion. Don’t overthink it.
Find out our top tips for using email marketing to your advantage.
Meet your Customers Where They Are: The Inbox
The beauty of email marketing is its simplicity. You’re simply having a conversation with your customers or clients, especially so because of the intimate nature of the inbox. Rather than yelling out across the endless void that is social media, the inbox allows you to speak directly to one person at a time.
Customers are also more attuned to their inboxes throughout the day. They may be checking social media here and there, but that is only a passing glance. Inboxes are where clients and customers work, so they’re more likely to read your subject line and possibly open your email if you send it at the right time.
- Experiment with sending times to find out when your customers are opening emails.
- A/B test your content to find out what works best for your audience.
- Focus your efforts on writing a subject line that drives higher open rates.
Own Your Audiences to Build Lasting Relationships
The most significant difference that email marketing makes to your business’s bottom line is building your list. Compared to social media, where the audience is owned by the social media platform, Facebook or Twitter, for example, your email list is your own. You can decide how many customers you contact at a time, and you won’t lose their data unless they choose to unsubscribe from your list.
Your list is powerful, but only when it’s properly maintained. An email list that is left to decay, or emailed to only occasionally, has a higher chance of working against you. A stale list of emails is more likely to bounce, and a high bounce rate for your email list may trigger spam signals. Too many spam signals, and you won’t be able to send emails effectively. Protect your email list by maintaining unsubscribes and removing bounced email addresses to keep your list healthy.
Integrate Email Tools Into Your Business CRM
The dream of marketing has always been to reach customers at the right time. Luckily, the behavior they take in their inbox can work in connection with your contact management system (CRM) to tell you how a customer feels about your business. A customer that routinely opens emails and engages with your content is likely to stick around. In contrast, a customer that never opens an email is less likely to convert and more likely to be a waste of your sales team’s time.
You can also plug your email marketing into the functionality of your website. Customers that convert on a form on one page can be targeted with a unique email drip campaign. That way, you can segment your audience to understand better what drives them to action.
Is Email Marketing Still Effective? (Objection Section)
Email marketing, despite its age, is still one of the most effective marketing channels for any business. In fact, email marketing has an average ROI of 436 for every dollar spent (Constant Contact). Another point, 91% of US adults like to receive promotional emails from companies with which they do business (Constant Contact). That means your customers want to hear from you.
You can also use email to segment your audience into more manageable groups. If you’ve included a video in your latest email, the readers who watched the entire thing will be highly qualified leads. Send a follow-up email to this audience to capitalize on that engagement.
Develop Stronger Relationships with Customers and Clients
I know, not another marketing channel. Out of all the ways to reach your customers or clients, email marketing offers the chance to build stronger relationships that last. If you’re not already using email marketing to promote your business, you’re likely missing out.
Email marketing is easy to implement, proven at getting results, and easily integrated into the current workflows of your business. Ready to get started?
We’re here to help. Reach out to 3 Media Web today to find out how we can grow your business online.