If a business wants to communicate with a customer, the best way to do it is through an email.
According to Hubspot, 86% of consumers would like to receive promotional emails from companies they do business with at least monthly (with 15% preferring daily emails). Emails are the quickest way to announce a sale, share company news, or remarket to previous customers.
In this article, we break down how to implement a good email marketing strategy to reap its benefits and to conduct better email outreach to your business clients and potential customers.
What is Email Marketing?
Simply put, email marketing refers to the use of email communications in a marketing strategy to reach specific business goals.
Emails can be used to generate sales, enhance customer engagement (i.e., newsletters), acquire customers, create brand awareness and reward customer loyalty.
For existing clients and customers, email marketing emphasizes communication and awareness. For potential customers, emails can be used to entice and attract in an outreach campaign.
The most effective email marketing campaign can be segmented in such a way that caters to multiple personas for different initiatives. For example, one campaign may be designed for onboarding new customers, another for announcing a Black Friday sale.
Here are a few other examples of different email campaigns.
Types of Email Marketing Campaigns
Newsletters are effective for keeping your customers tuned into your brand. They typically contain an intro, description, and links with images informing customers regarding new products or services, industry news, important announcements, or any changes in your business that you wish to convey.
These emails are typically sent out to first-time clients after online registration but are also used for sales generation, lead follow up, or brand awareness. A welcome message usually works best when combined with a special offer to further generate customer interest or action.
Anniversary or Birthday Messages
This campaign boosts customer retention and loyalty. This type of email highlights milestones important to the brand or the customer and is usually accompanied by a special promo or discount code that they can use.
Limited Time Offers
This email campaign is used to target customers in sales, especially those who have purchased similar items or those who have not completed their purchase. These emails also come with promotional codes or discounts that expire within a certain timeframe.
Abandoned Cart Emails
Again, for those involved in e-commerce, sending an email about an abandoned cart can encourage customers to complete their purchases. These emails can be automated messages that ask the customer to complete their purchase within a specific timeframe.
Want to learn more about how customers abandon carts? Read our previous blog on cart abandonment here.
The Benefits of Email Marketing
Build up customer enthusiasm
Email marketing is very effective in generating customer interest. When done right, a newsletter is cost-effective, fast, and simple way to keep customers informed on (and excited about) new product launches or new promotions.
Enhance customer loyalty
Email marketing allows you to regularly stay in touch with customers and website visitors. Proven buyers also appreciate being kept up-to-date with the latest products and promos. Studies show it costs five times more to acquire a new customer compared to retaining an existing customer.
Better customer outreach
Email marketing has greater chances of being seen, compared to social media updates where they can miss out announcements and just scroll up their news feeds. With a few clicks, emails can be sent to thousands of users. Those users are free to read at their own convenience- whether online or offline.
Easy to maintain and inexpensive
As mentioned earlier, email marketing is cost-effective and is relatively easier and cheaper to maintain. Email marketing services such as MailChimp or ActiveCampaign have simplified the process, allowing for greater automation and customization.
Expanding Your Content Marketing Strategy
Regardless of a business’s size and industry, emails can present a number of business opportunities from lead generation to customer engagement.
Of course, email marketing is far more complex and multilayered to be covered in a single article. Other aspects such as frequency, copy, and design also play crucial roles in open rate and engagement. For more information on all things related to email marketing and SEO, visit the Arcalea blog.
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