While email marketing may seem outdated and old-fashioned, it’s still very much alive and relevant alongside today’s prevalent multi-screen digital marketing strategies. Experts say introducing products through email isn’t a “dying” channel, but a merely evolving one.
In fact, a study released by online marketing firm Extole and tech research group GigaOm revealed that out of the 300 surveyed digital marketers, 86% regularly use email in their Internet marketing campaigns. They say that it’s their most effective strategy for brand/product awareness, customer acquisition, boosting conversions, and customer retention.
So how can your business effectively use email marketing?
1. Develop effective content
Newsletters, how-to guides, infographics, and white papers are compelling types of content because they can be valuable resources that are both informative and entertaining.
Since your consumers can benefit from these pieces of content, they can make your emails more engaging. As such, recipients will be more enticed to open your email, read through it, and even share it with their friends. It’s recommended, however, to use an opt-in form to make sure that your intended recipients are indeed willing to receive your emails; otherwise, your messages might be considered spam.
2. Build relationships
Your email recipients, since they’ve given you their consent to send them emails, are considered business leads. This means that if some of them are yet to purchase any of your products, your consistent correspondence can be the catalyst that causes conversions. And what better way to ensure this than to build relationship with them?
Customer engagement is perhaps a good way to get things started. Even a generic call-to-action can make a difference here; even more so if you actually talk to them. Start by personally addressing them in your emails. Ask them what they think of your products, or how those has helped them. These can jumpstart a meaningful conversation with them.
3. Personalize email
Instead of just sending them pre-packaged, branded content, it’s best to make your content more personal. Start by addressing them in your emails by making personalized recommendations, or create unique emails that will suit their specific interests based on the products they’re purchased in the past or have shown interest in purchasing. These give the impression that you’re indeed paying attention to their needs and are doing something to make sure that those are met.
4. Keep emails at a minimum
Keep track of how frequently you email your users. Less frequently send them emails and you might be missing out on multiple sales and engagement opportunities. Send them one too many emails and they might deem you a spammer and they might even unsubscribe from your company’s email list.
As a general rule, it’s best to keep email messages at a minimum – say one or twice a month, and keep it relevant. If a digital marketer thinks there are too many information to provide, include a link to the company’s website or social media account.
Email marketing is an effective way to present a company’s various brands. For impressive campaigns that produce results, it’s good to use such platform along with other online marketing strategies.