Some might say that the future of marketing belongs to social media and we cannot gain new customers with email marketing. And it’s understandable that some people think that. We live in an era of rapid technological progress. There is so much hype about new ways to promote businesses that we tend to forget what the old ones were good at.
So, despite the hype, email marketing drives sales for most businesses. And this is far from being a personal impression. The numbers say the same thing: email marketing metrics say it has the best ROI rates (because it’s practically free to use) and converts three times more efficiently than social media. And email marketing and branding go hand in hand.
Now that we are clear that email marketing is essential, let’s learn more about it and see how you can get the most out of it.
Here are the things we will cover:
Email marketing: facts and benefits
Those who argue that email marketing should be left to marketing history often get it superficially. Email marketing for them is all about spamming people with company news, promo codes and constantly communicating with them. What they don’t understand is the power of email marketing to build a meaningful relationship with customers.
So how can email marketing fuel your overall inbound strategy? First of all, email communication is a face-to-face thing. Unlike social media, where brands cater to a crowd, email is a single person’s online address. If we understand this as an opportunity to personalize our approach, one’s brand perception will grow both emotionally and semantically. This can help you lower unsubscribe rates and improve your brand image and brand.
Another great thing about targeted email marketing is that it provides high-quality feedback. When it comes to social media, we need to translate customer behavior into statistics to understand them. There is much more qualitative, more personal and more human feedback in emails. Listening to feedback can help you improve your email performance with the added benefit of more relevant messages, different types of email, and avoiding being flagged as spam.
Additionally, it is necessary to understand that not everyone is (yet) on social media. Although Millennials are an important target audience for many businesses, they are not the only ones out there. All generations are still learning to use the basic features of the internet, let alone social media. It would be unfair to forget them.
And guess what? Everyone, young or old, uses email. Just as people don’t give out their physical addresses that easily, email is something they only give to people they trust. If our customers have private addresses, we have the privilege of being closer to them. It is our duty not to disappoint them.
Email marketing is essential for building a long-term and sustainable relationship with your customers and building your brand identity. How can you do this? Here are some ideas.
First impression matters
Your welcome email is probably the most important. Do your best to make them friendly to express your gratitude for having them on your email list.
At the same time, stay professional. Make sure your domain name is something that goes with your company name and brand, not random. Also, set up an automatic signature and get an email automation tool to send a welcome email as soon as the customer signs up.
What you definitely want to avoid is having your emails end up in the spam folder. Create CAN-SPAM Law compliant emails to stay out of the graveyard of email marketing. This action requires you to:
- make it clear that you are writing for advertising purposes
- add your company’s contact information (physical address, phone number, website…)
- make the unsubscribe option available and visible
- Avoid sneaky and deceptive subject lines.
It is also very important to ask for permission to send promotional emails. As explained earlier, the email address is considered sensitive information. If you want to know this, be kind enough to ask.
Get to know, interact and listen to your audience
You start an email campaign to grow your business. Everyone knows that, and there’s nothing wrong with that. But to make it successful, you need to understand that email marketing is a dialogue.
Personalization is a necessity in contemporary marketing and something customers demand. Forget general emails – no one wants to read this.
There are several things you can do to ensure that you care about your customers’ personal choices and opinions. For example, as soon as you get their email address, you can ask them what kind of content they would like to receive from you.
Another thing you can do is make the email somehow interactive and, if possible, entertaining. It is recommended to use the client’s name and address them as “you”. So how about a birthday and holiday card? Or better yet, a discount code?
There are many ways to surprise people on your email list, and this can be very beneficial for deepening their relationship with your brand and improving your click-through rates.
Be compatible with all devices
We spend a lot of time in front of many different screens: laptops, tablets, cell phones, even smart watches. If you want to prove to your customers that you care about them, your message should be available on any device they may use.
Stay loyal to your brand every step of the way
No promotional email without your logo, recognizable font and tone should reach your client’s inbox. Remember, emails are your opportunity to highlight and present your brand’s personality from every angle.
Keep your emails consistent with each other as well as your brand identity. Use the same style, tone and don’t mix templates.
Automation can help you with repetitive actions and saves a lot of time. There are delivery tools that take seconds to send an email to hundreds of addresses. While software can do the same thing in a second, it takes hours for a human to do it.
Other than that, some email services monitor email and keep track of past interactions, including open rates, temporary bounces, email metrics, and more, and generate replies and campaigns accordingly. For example, it can send an automatic reminder in case of cart abandonment.
Plus, AI technology works magic with cross-selling and predicting future behavior.
Emails should be associated with your social media, blog, and website.
It should be clear by now that your email marketing strategy needs to be aligned with the entire business system you are developing.
Include links to your social media accounts in your emails to strengthen the relationship between your brand and your customers. Even better – include links to your most interesting posts. This way, you are giving them the opportunity to get closer to you and interact with the entire community gathered around your brand.
Also, think carefully before linking your email and your website homepage. It is important that these are mutually consistent and logically consistent. Redirecting people from your email to your homepage will bring nothing but an angry user.
The same goes for linking the content of your emails to your blog. Blogs are treasures of valuable information. Show your customers that you know what their interests are and let them know.
Be creative, original and engaging
The content of your e-mail should not be:
– too short or too long,
You only have a few seconds to make a good impression, so there’s no time or space to waste.
Make sure to include all the information that’s important for you to say, but remember to include what’s valuable to your customers.
The real secret of email marketing is humor. If you can find the perfect balance between being informative and entertaining, it means you’ve mastered the craft. Of course, there are businesses that sound more professional than fun (finance, for example). In these cases, the content will be balanced differently.
If you remember the basics of branding, it’s all about meaning. Customers tend to impose meanings and feelings on them to deal with so many options available in the market. The combination of these elements forms the core of a brand’s identity. You want every element of your email to be meaningful and effective. Using videos, animations and images can be a great way to send an engaging message. It goes without saying, of course, that all this has to be of high quality and completely personalized.
don’t be aggressive
Encouraging people to buy something is a must for contemporary marketing. People have the right to choose, and what they want from us is accurate information and a good user experience. Marketing is a bridge between companies and their customers and is there to explain what the product is and what benefits it can deliver.
This means it’s essential to keep it simple, creative, friendly and informative. No fluff and spam, or your customer loyalty could be at stake.
Email marketing campaigns have great power to increase brand awareness and foster loyalty and trust between you and your customers. Finding the right combination of tone, content and visual appearance can take some time, especially if you want to get it right.
Don’t be afraid of mistakes and learn from them. To help you with this, there are several tools that monitor the results of your email campaign. With the right data analytics and a good team, email marketing will produce great results in no time. Let’s deliver that email.