Learn how to use email marketing to grow your business and boost your sales; as a business owner, it’s tough to decide which marketing strategies to invest in. After all, you can promote your business using social media, blog content and even put out routine press releases sharing the good news with your loyal followers.
However, studies have shown that customers prefer to receive marketing materials via email, making email marketing one of the most important strategies to focus on.
Email marketing is an efficient way to ensure that your business can reach out to your customers, grow your customer base and build your business reputation. Best of all, managing an email campaign is easier than most people imagine
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I’m going to share with you some of the ways email marketing can help you grow your business.
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Build customer loyalty and Retention
If you want to build a long-term relationship with your customers, email is the way to go. Customer retention is crucial to the growth and success of any business. Unfortunately, acquiring a new customer is five to 25 times more expensive than retaining an existing customer.
In addition, retained customers are more likely to become loyal customers who buy more often, spend more money, and recommend you to others. Increasing customer retention by just 5% can increase company revenue by 25% to 95%. Email marketing allows you to stay in touch and build relationships.
Here are some examples of personalized emails you can send to your contacts:
- Greeting Cards: Highlight your clients’ birthday with a discount coupon.
- We miss you: Send an automated email to subscribers who have not purchased in a while. Why not add a discount coupon to sweeten the deal?
- Monthly newsletter: Send relevant content to your customers regularly, so they can discover what’s happening in your business (news, events, etc.).
The communication you send aligns with your customer’s needs and interests, which builds trust and keeps them coming back for more. You can also send thank-you emails and exclusive offers to existing customers via email.
2. Educate your customers
The same questions will often come up, so most businesses have a “frequently asked questions” section on their website. You can go the extra mile and address these issues in the form of a blog post or webinar etc. If those basic questions aren’t answered preemptively, customers might call your company’s customer service team, which will incur extra costs by tying up valuable human resources.
Ask your customer service representatives about the most frequently asked questions, and produce content summarizing both the question and the answer. If you can easily publish content on your site, do so, and then send an email to all of the customers to which it applies with a link to the info. If it’s complicated to publish on your site, write the content directly in an email instead.
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Ask for testimonials
Employers ask for references when they hire a new employee. Why? Because people like to hear what others have to say about them, the concept applies to businesses. So why not ask for a reference from a customer who just bought a product or service from your business? These testimonials will help solidify your reputation. You can use it on your site or social networks. Offering the client who has provided you with a testimonial a little something special to say thank you will go a long way.
4. Vary the content
People will not like it when they realize that every email campaign you send out is promotional. After all, your subscribers need to feel that you offer them something of value. That’s where varying the type of content you send out in campaigns is helpful.
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Take a look at some of the different types of email content you can send:
- Events: Invite local customers to an event you’re hosting at your business. This might be a product demo or an educational seminar.
- Product/Service Information: Send out an email campaign informing your customers of a new product or service launch or updated features to get them excited about new and old things.
- Newsletters: Share all kinds of information in a newsletter, including promotional material, without coming across as overly promotional. Consider linking back to your online shop, blog content, and social media platforms to encourage engagement with your content and boost sales.
- Promotions: Just because people don’t want non-stop promotional material doesn’t mean they don’t want to know about upcoming sales or special deals. In fact, offering coupons and things like free shipping via email is a great technique for boosting revenue.
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Generate website traffic
Sending a monthly newsletter is one of the most effective ways to generate traffic to your website. If you have an online store, it’s a definite must. It is also a very effective way to educate your clients by directing them to a blog post. The important thing is to make sure to measure the impact of a newsletter on your sales. Then, based on those statistics, you’ll need to constantly adjust the content and make sure it is relevant for your readers.
Thanks to customization and permission-based marketing, it’s no surprise that if you include links in your emails, people will click them. Feature links to your website in marketing emails and email newsletters to generate website traffic.
For example, mention a new video or blog you’ve posted and include a link to watch or read more. Highlight a free resource you’ve added, with a link to download it from your website. Or give a concise, intriguing description of an upcoming product or event and direct subscribers to your site to learn more.
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Wake up “dormant” customers
Most small business owners tend to focus on acquiring new customers and end up neglecting past customers. Yet, it’s proven that it’s easier to sell to someone already purchased than to a new customer. With email marketing, it’s easy to re-engage past customers. One of the most effective ways to do this is by offering them a discount coupon. If you have their date of birth, you can easily automate a virtual greeting card containing a coupon to celebrate their birthday.
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Segment your email lists
The practice of sending out blast emails is definitely dwindling as consumers continue to demand more personalization.
If you really want to boost your click-through, segment your email lists into groups that mean something to your business, so you always send meaningful content to those on your mailing list.
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For instance, send out one type of email campaign to those that have recently made a purchase, another to those that haven’t opened an email in a while, and yet another to those that are new subscribers. And don’t make them all promotional in nature because this defeats the purpose of segmenting your list.
Email marketing is here to stay — get in on the benefits.
There is the countless benefit of email marketing for your business growth. The ultimate purpose of email marketing is to target your audience and customers with relevant news, information, and offers. It helps you strengthen relationships and boost website traffic, conversions, and revenue. You also gain valuable insight into the best ways to communicate and connect with your customers.
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These significant benefits are both low cost and low effort in comparison to traditional marketing channels. So if you aren’t already using email to market your small business, now is the perfect time to start.
Take the time to nurture the relationships you have with your subscribers, whether new or old. It’ll make a big difference when it comes to your business’ success.
