Think email is too old school to be part of a successful marketing campaign?
Don’t be fooled by the shiny “newness” of social media. Email is still where it’s at! And even though it’s been around for a long time, this old dog has learned plenty of new tricks!
Email marketing offers one of the best returns on investment in your marketing toolbox.
It allows you to reach and connect with more customers and should play an important part in your broader marketing strategy.
However, there’s much more to email marketing than just sending out emails now and then or blasting your subscribers with content. You need a robust strategy, starting with these essential components…
An Email Marketing Welcome Sequence
Imagine you’ve scored a booking at the hottest new restaurant in town. You walk in the door and there’s nobody to greet you, seat you, or point you in the right direction. You are left hovering near the entrance not quite sure what to do. Awkward much?
When you gain a new subscriber, you want them to feel welcome. You want to give them a chance to get to know you (and vice versa), and set the right vibe for the rest of your relationship with them.
A well-planned welcome sequence is a must to build that connection and convert potential customers into buyers.
Research shows that welcome emails secure an impressive 45 percent open rate compared to 18 percent for promotional emails. Capitalise on the energy of your first email contact with your audience with some quality content and a chance to engage!
Take the opportunity to set the mood, tell them your story, let them know about your other channels, and give them a chance to start strolling down your customer pathway. You can even include a voucher or discount offer to get them started on the purchasing journey.
A welcome sequence is the chance to make a memorable first impression and is well worth the effort to set up.
A Regular Email Newsletter
So, you’ve completed the welcome sequence, you and your customer know each other a little better – what’s the next step?
Continue to nurture that fragile relationship, build connections, provide value to your audience, and convert them from window shoppers to loyal customers.
A regular email newsletter is an excellent way to do all this and more.
Your newsletter is your chance to tell your story, establish your authority, build brand recognition, send people to your website and social media channels, and of course, sell your products and services.
You will need to decide how often you want to pop up in the inboxes of your subscribers. Too often and they may get sick of you; not often enough, and you may well become irrelevant. Weekly to once a month works well for most businesses, but you may want to test and see what best suits your audience and email marketing strategy.
Opportunities To Purchase
Few things in business are more rewarding than having a positive relationship with your audience and really connecting with them. However, that alone doesn’t pay the bills. Ultimately, you want them to benefit from the solutions you provide – and that means purchasing from your business!
Selling can feel awkward, but it doesn’t have to be. Particularly when you have put in the hard yards to engage with your audience and provide value in other ways.
You’ve walked them down the path of your marketing funnel, now it’s time to give them the key, step out of the way, and let them open the door to make a purchase.
You can offer buying opportunities in welcome emails, via your newsletter or one off sales driven messages. Take advantage of seasonal events like Christmas or Valentine’s Day to present your offers. But don’t wait for those exclusively. Give people regular chances to purchase from you throughout the year.
Once you have mastered the basics, there are more complex but highly effective emails that can boost your sales too. These can range from cart abandonment emails (if you have an online store) and post-purchase upsells, to personalised offers and much more.
Feeling inspired to start building beautiful connections with your audience? You will need a comprehensive email marketing strategy to get you started!
And there’s so much more to think about – from design and content to mobile optimisation, personalisation and analytics. If it all seems a bit hard and you need a little help to kickstart your email marketing campaign, contact me, Debbie at Task Diva today!
I can help you get up and running with highly effective email marketing in no time!
Debbie Mills Robertson
Online Course Creation & Email Marketing
027 345 7000