You're probably wondering why you should put your valuable time and effort into email marketing when you have seemingly better (and snazzier) options - like social media, mobile apps, and video - to connect with your audience. To some, email marketing may seem like an “old-school” tactic that has lost its relevance in the brave new world of digital marketing. For quite some time now, rumors abound that email marketing is dead, or at least on its last legs. But it's just that - rumors, not truth.
Considering that over 200 million emails are sent out every minute of the day, it’s too early to write off email marketing. In fact, these stats pulled from some latest surveys and reports prove that email marketing is still alive and well!
If you haven’t included email marketing in your arsenal, or it's been a while since you tried to effectively use email as a viable marketing communications vehicle, you’re probably overlooking one of the best ways to still reach potential customers and nurture existing relationships. So how do you make email marketing work for your business? Here are six common ways:
Sending email newsletters is a great way to ensure you connect and stay on the radar of your customers and prospects. Newsletters can act as constant reminder to your customers about the latest happenings of your business, recent updates, new content on your website/blog that may interest them, upcoming promotions, and more. For best results, send them out on a recurring, consistent basis, be it weekly, monthly, quarterly - whatever works for your brand.
Email marketing can be used as a powerful tool to capture the attention of segmented buyer groups based on their preferences and purchase behaviors. This type of target-oriented email strategy works best for short-term goals like creating instant buzz and awareness around new products, providing updates and information, making important announcements, etc. that matter to specific buyer groups.
Another targeted strategy is sending promos, offers, and giveaways that are designed to achieve a specific objective. These are often used to inform customers of upcoming sales or offers and are frequently used as targeted, time sensitive sales campaigns to help organization achieve quotas or goals. You can also use this method to reward loyal customers with special discounts, offers, or giveaways.
Survey emails are a great way to collect valuable feedback from customers, which will help you improve your product or service offerings and deliver a better and more targeted customer experience. However, take care not to bombard your subscribers with surveys too often. This will do nothing but annoy them, giving them a reason to unsubscribe. Ideally, you should send email surveys every 6-12 months and try to keep them focused on specific areas of customer experiences you know need improvement.
Valuable content downloads can often be the first step towards acquiring email addresses or driving opt-ins for your email marketing campaigns. But, email can also serve as platform to engage your audience by rewarding them with a free download of your latest eBook, whitepaper, or a helpful tutorial. Giving away this type of high-value content not only builds your credibility but also allows people to view your offerings as genuinely valuable, rather than a hard-sell.
When it comes to promoting events, you can leverage email marketing in many different ways. You can send out invitations, inform about upcoming events, share event countdowns, and even drive ticket purchases. This one's a no-brainer.
This is, by no means, an exhaustive list because there’s so much you can accomplish with email marketing. However, the most effective strategies include a variety of techniques best suited to your brand and ones that adapt to your audience's needs and preferences.
What are the different ways you’re using email marketing to connect with your customers?
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