WITH A SOUND STRATEGY, EMAIL MARKETING CAN HELP INCREASE SALES AND BUILD RELATIONSHIPS WITH YOUR AUDIENCE
By Sydney Cooper, Social Media & Marketing Intern
Most people spend hours every day checking emails on their computers and smart devices. As such, it only makes sense for marketers to employ strategies to use this channel to reach their ever-connected audience. With a sound strategic direction, email marketing can bring a host of benefits for businesses, including:
- Generate revenue
- Nurture leads
- Drive visitors to your website
- Build brand awareness
- Create relationships
Keep reading to learn more about each benefit and how email marketing services can help you implement it successfully.
Return-on-investment (ROI) research on email marketing points to a convincing reason to include it in almost any digital marketing strategy: it generates revenue.
According to one study, it can return up to $44 for every dollar spent – much more than you’d see from TV, radio, and some digital marketing tactics. While you must have a conversion-friendly template design, shareable content to extend your reach, and an implementation strategy designed around your goals to even come close to this figure, here are a few tried-and-true techniques that apply to every business:
- Include call-to-action buttons, not links
- Use a permission-based email list
- Create an offer or discount
- Write a compelling subject line
- Send valuable content
- Segment your email list
- Use A/B testing
- Send emails regularly
Lead nurturing email campaigns can help convert more of your leads into sales. Without one, your leads can go cold or simply disappear. These campaigns include educational and awareness-enhancing emails based on the buyer’s journey for audiences who:
- Have never worked with you
- Haven’t worked with you in a long time
- Are deciding whether they want to work with you
- Don’t have an immediate need, but will likely re-purchase from you in the future
Using email to help you stay in front of your leads and establish trust and credibility with your audiences is an invaluable benefit to email marketing.
DRIVE VISITORS TO YOUR WEBSITE
Links to your website within your emails will help increase traffic from visitors who may not have landed there otherwise. Whether you link to an educational blog post or a promotional landing page, the goal is to secure more clicks from qualified leads. However, be sure your website is optimized for conversion, so visitors know what to do when they get there.
Website conversion improvement techniques can help boost its performance – contact us to find out how it works. Learn more about how to drive the right traffic to your e-commerce website.
BUILD BRAND AWARENESS
When you think of the most popular brands in the world, they are often synonymous with their industry. For instance, you often hear people ask for Kleenex instead of tissue or Chapstick instead of lip balm. While achieving this level of brand recognition may not be realistic for most companies, email marketing can help you take the first steps. Through consistent exposure to your branded messaging and design – in conjunction with on-brand execution of other tactics – your audience will get to know you and learn how you can help.
CREATE RELATIONSHIPS WITH YOUR AUDIENCE
Arguably, one of the most valuable benefits of email marketing is the chance to create relationships with your audience. In today’s digital world, consumer relationship-building has shifted from primarily in-person handshakes to online correspondence. It then becomes the marketer’s burden to know how to connect with their audiences using digital platforms. A few of the ways you can create relationships with your email subscribers is to:
- Personalize your emails
- Don’t just sell; educate too
- Ask for feedback and reviews
- Be reliable and reputable
- Invite loyal customers to become brand advocates
- Give brand advocates special privileges like exclusive access to promotions or specials
Learn more about how to refresh your email marketing efforts here.
There are many benefits of email marketing for businesses. This cost-effective and measurable digital tactic can help generate revenue, nurture your leads, and build brand awareness and relationships. Not sure how to get started?