In today’s digital landscape, where social media and paid advertising campaigns dominate, businesses might question the importance of email marketing, and some even think it’s a bit ‘old school’. However, email newsletters (EDM’s) remain one of the most powerful and cost effective tools in your marketing toolkit.
So, why should you use email newsletters as part of your overall marketing strategy?
- EDM’s are great for building and nurturing leads
Email marketing plays a vital role in lead generation for any type of business. By strategically capturing email addresses through opt-in forms, businesses can build a valuable database of potential customers. This allows for targeted communication and personalised messaging, increasing the likelihood of conversions. Effective lead nurturing through email campaigns can guide prospects through the buyer’s journey, providing relevant content, offers, and incentives along the way.
With changes to privacy laws and Apple’s iOS 14 rollout limiting the ability to personalise targeting through platforms like Meta (Facebook) and Google, managing your own customer database is crucial.
- Driving Customer Retention and Repeat Business
Email marketing is not limited to only getting new leads—it’s equally as valuable for nurturing existing customers. By staying top-of-mind through regular, well-crafted emails, businesses can foster customer loyalty and encourage repeat purchases. But don’t inundate your customers inbox as too many emails can also be annoying. If you segment your email lists based on customer preferences, behaviour, and purchase history you can also tailor content and offers which increases customer satisfaction.
- Cost Effectiveness
Businesses are spending increasingly large amount of cash on digital campaigns across social platforms and Google, and many are finding that the ROAS (return on ad spend) is dropping dramatically, particularly via Meta over the last 12 months or more. However, building a loyal and engaged customer base through your own email campaigns provides you with an audience who are interested in your products or services, and who are far more likely to convert when you send out an email campaign.
Here are some of our strategies for effective email campaigns.
One of the greatest strengths of email marketing is the ability to personalise content based on your individual customers. In systems like MailChimp and Klaviyo you can use merge tags to include recipients’ names and segment your email list to deliver targeted messaging that means something and is relevant to specific audiences.
If you have an ecommerce business, these EDM platforms also have behavioural functionality that enables personalisation based on what products your customer has been looking at in your online shop, how long they have spent on site, and whether they have made a purchase. Perhaps the most basic of this type of personalisation (that everyone who shops online will be familiar with) is the abandoned cart email. Even if you do nothing else, ensuring this is set up properly will help increase your sales.
- Use Compelling Subject Lines
A catchy and relevant subject line is important to motivate recipients to open your emails. Craft subject lines that create curiosity, convey value, or trigger urgency while being authentic and avoiding spammy tactics.
- Use Engaging, Relevant Content and be Aware of Frequency
Make sure you create engaging and valuable content that aligns with your audience’s needs and interests. Share industry insights, educational resources, exclusive offers, and compelling stories that builds rapport and trust with your subscribers. Research demonstrates that the higher the quality and relevance of your email content to your customers, the higher frequency rates they will tolerate without unsubscribing. Makes sense, right? Put yourself in your customer’s shoes and think about which of the promotional emails you receive you tend to a) open and read b) mostly ignore and c) get irritated by and unsubscribe from.
- Have a Call-to-Action (CTA)
Every email should have a clear and compelling call-to-action (at least one!). Whether it’s directing people to a product page, encouraging them to register for an event, or inviting them to follow your social media channels, an effective CTA helps drive desired actions and conversions.
- Use A/B Testing and Analytics
Continuously refine your email campaigns through A/B testing. Experiment with different subject lines, layouts, visuals, and CTAs to identify what works best with your audience. Use email analytics to measure open rates, click-through rates, and conversions, allowing you to make decisions on future tactics based on actual data.
Email marketing is a powerful and versatile tool for all businesses who want to generate leads, foster customer loyalty, and drive conversions.
By leveraging the benefits of email marketing, you can build lasting relationships with your customers and potential customers, enhance your brand awareness, and support your business growth. Ensuring you have an up to date and engaged customer database also helps risk proof your business, in case of future changes to the marketing platforms you are using.
Embrace the power of email marketing within your business. If you need any help with your email marketing then drop us a line.