When used correctly, email marketing can be an extremely effective way to maintain regular communication, build loyalty, and nurture leads for businesses. Not only is email marketing a cost-effective marketing tool, but it’s also a great way to interact with prospects in a more personal manner compared to other channels, helping to build long-term relationships and drive conversions.
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Why Email Still Matters
We often hear it said, ‘I don’t open my emails, ’ ‘emails are annoying,’ etc., but what we really need to know is, does this mean we should leave email out of our digital marketing strategy? Certainly not. While there are several ‘dos and don’ts’ to email marketing, with the correct email marketing strategy in place, tailored for your business, you will no doubt reap the rewards over time.
The Power of Regular Newsletters
Frequency matters with email marketing. If you’re sending one email campaign to your audience every few months, you’re unlikely to see any kind of result. On the flip side, if you’re sending multiple emails each week, your open rates and click rates will soon plummet, and you’ll find people unsubscribing from your audience. It is important to find a happy medium, frequently enough to maintain regular communication and build trust, but not too frequently that you begin to annoy your audience. Fortnightly or monthly newsletters are often the best strategy to opt for.
Cultivating a Community With Engaging Content
Firstly, you need to ensure your audience wants to open your emails. This means harnessing the power of your subject lines and preview text. After all, this is where your audience will make a first impression. Subject lines should be short, impactful, and create intrigue to open.
The content of your campaign should be equally as engaging and encourage your audience to take action, whether that’s contacting you, visiting the website, placing a booking etc,. Your campaigns must be concise and skimmable but include content that resonates with your audience, all while seamlessly integrating your company’s brand design.
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Remarketing to a Captive Audience
Your engaged audience is made up of subscribers who frequently open and engage with your content. Why not capitalise on their interest? Rewarding loyal subscribers with early bird offers, exclusive promotions, and flash sales can help to further enhance loyalty and engagement, generating more sales or leads. These audiences are warmer leads and therefore have higher conversion potential than subscribers who engage less, otherwise known as cold audiences.
Effective Segmentation – Speaking Their Language
Creating segments, tags, or lists within your chosen email marketing platform is an effective way to break down larger audiences into smaller groups. These can be created based on a range of factors, including purchase behaviours, interests, email interaction, demographics, location, etc. By doing this, you can send out more targeted emails to smaller, more specific groups, with content that is best suited to them. Better segmentation means better engagement, which inevitably leads to brand loyalty and conversions.
Harnessing the Power of Automated Emails
Including automations within your email marketing strategy is another great way to nurture relationships and build brand loyalty. These automatic email series help to relieve the pressure and time constraints associated with email marketing, and enable you to maintain regular communication with your mailing list. There’s no one-size-fits-all strategy to automations; it all depends on your business and its objectives. However, some loyalty boosting automations you might want to consider in your strategy include: welcome emails, re-engagement series, and abandoned cart series.
Are You Ready to Reap the Rewards of an Effective Email Marketing Strategy?
Mastering a successful email marketing strategy can be challenging. Whether you’re starting from scratch or just need help refining the details, our digital marketing experts can help. Book a free 30-minute consultation with us today and revolutionise your approach to email marketing.
