Email marketing is not spam or a personal letter from a long-time colleague. This is something in between. Customers are reluctant to provide their data, and email marketing, when used correctly, can serve as a tool for building relationships and for stimulating sales.
E-mail should be used to develop existing relationships with subscribers and potential customers, providing them with valuable, relevant information that will help them in solving the problems they are facing, achieving their goals.
Yes, email marketing is not only about you and your products. This is primarily about your customers.
If you remember this golden rule, the subscriber will not only read your letter, but will also look forward to the next.
Let’s take a closer look at why email marketing continues to be one of the most important elements of marketing strategies, and how it can be used responsibly and effectively.
EMAIL MARKETING EFFECTIVENESS
There are 3.8 billion email users in the world. Therefore, if you want to get in touch with your customers, email is the perfect way to communicate. On average, email marketing brings $ 38 for every dollar invested, that is, the return on such an investment is 3800%.
Here are some statistics that demonstrate how effective email marketing can be:
- Two-thirds of customers make purchases after receiving marketing communications
- Less than 20% of leads that are processed by sales managers are qualified. This means that the remaining 80% needs to be “warmed up” with emails and quality content.
- Attracting customers through e-mails is 40 times more effective than using Facebook and Twitter combined (McKinsey – link ).
- Perhaps the most important reason for using email marketing is that you own this channel. Subject to compliance with the law, no one can tell you how, when, and for what reason you will send them letters.
If only you have the resources, free time and money for personal contact with each of the potential customers, there is no better marketing tool than email.
EMAIL MARKETING USAGE OPTIONS
Electronic mailing can (and should) be used for different purposes:
- Building relationships. Engage people with personalized messages.
- Brand Awareness . Make your company and your services the first to come to the mind of potential customers when they are ready to make their choice.
- Promotion of content . Use e-mail to attract the attention of potential customers to an interesting blog post or useful material.
- Getting new leads . Encourage your subscribers to provide their personal data in exchange for materials (video, brochure, e-book, online course) that they consider valuable to themselves.
- Product marketing . Promote your products and services.
- Training for potential customers. Please your customers with useful content that will help them in solving their problems.
WHERE TO START EMAIL MARKETING
Before considering the wide possibilities of email marketing, let’s look at a few important points that will help you begin to build the right marketing campaign.
CREATING AN EMAIL MARKETING STRATEGY
Each of your customers receives an average of 121 letters per day . Therefore, if you do not pay enough attention to developing a strategy, your letters will simply be lost in crowded Inbox folders or, even worse, they will be sent to the Spam folder.
But you can learn how to build an effective mailing strategy and send letters only to those people who really want to read them. To do this, you just need to have a plan (broken down into several key steps).
When creating your own email marketing strategy, you can focus on the five steps below, some of which we will discuss later.
1. Define your audience
Effective Newsletter is a relevant newsletter. As in any other marketing activities, you should start by defining a consumer profile, understand what he wants, and create an email campaign tailored to the needs of your audience.
2. Set goals
Before you determine your campaign’s goals, gather information. Examine the average statistics of mailing lists for your field of activity and use it as a guide when setting goals.
3. Give people the opportunity to subscribe or register
You need people to send out, right? A mailing list is a group of users who have given you permission to send content relevant to them. To create such a list, you need to provide potential customers with several ways to register to receive letters from you.
Do not despair if at first there are only a few people on your list. It will take time to create it. Appreciate each subscriber and potential customer individually, and you will see how the list begins to grow organically.
4. Select the type of email campaign
Email campaigns are different, it’s not easy to choose a specific approach. Make a weekly newsletter? Do I need to send notifications about product updates? Which blog articles are worth sharing?
These are excruciating questions for any marketer. The answer to them is always subjective. You can start by testing different types of email campaigns, and then decide what is best for your audience. You should also organize separate lists for different types of mailing, so that your existing and potential customers can register only those letters that are relevant to them.
Decide how often you plan to get in touch with customers from your list. Inform the audience in advance so that they know what to expect. Follow the schedule, it will inspire confidence and allow customers to not forget about you.
6. Measure results
This should not be a surprise. As marketers, we measure everything. By scrupulously treating every important parameter, you can make small changes to your newsletters to improve results. Below we will touch on specific KPIs that are used for monitoring (you can immediately go to them).
CREATE A MAILING LIST
Now the most interesting part is how to get a mailing list of potential customers who are ready to receive emails from you.
There are many creative ways to do this (buying a list is not one of them). Tactically, the task of forming a list comes down to two key elements, which, working in close connection, can increase the number of subscribers. These are lead magnets and subscription forms.
A lead magnet is what attracts potential customers to your list. As a rule, it is created in the form of a free offer, which can have different formats, should be valuable to customers and distributed free of charge in exchange for providing an email address.
But there is one problem. Today, people are doing their best to protect their personal data. You should not expect that you can get an email address without providing something valuable in return.
We need a lead magnet that is relevant, useful and makes life easier for customers.
The most common types of lead magnets:
- Electronic book
- Report or study
- Check list
- Webinar or online course
If you do not have enough resources, you can create a lead magnet based on existing content (for example, make a pdf brochure or an e-book from your finished blog articles).
How to create a great lead magnet
Remember that the lead magnet should be relevant for potential customers. Here are a few recommendations that will help you create a valuable asset for your future list:
1. Make sure that your proposal can be used in practice to solve a problem.
Provide practical information that helps solve the problem and suggest a real way to solve the problem.
2. Make using the asset as simple as possible.
The lead magnet should be in digital format – a PDF document, a web page, video, etc. Make it so that a potential client can easily get and use it.
3. Design your proposal for future content.
There is nothing worse than leaving your email on an interesting offer and giving up on subsequent content. Make sure that your offer corresponds to the level at which you will continue to interact with the client, otherwise you risk losing credibility.
4. Treat the lead magnet as an intermediate step for moving to a paid solution.
The idea of a mailing list is to bring subscribers to a paid offer. Free content is offered to demonstrate the value your company provides. Ultimately, such free offers should lead to the purchase of goods and services.
5. Create offers that match every step of the customer’s journey.
Each new potential customer is at a certain stage of the journey, and you should know which one. Use list segmentation from the very beginning, offering your own content option for each stage of the customer’s journey.
How to create an attractive registration form
A registration form is needed to collect data of a potential client and add them to the list. This is the gateway between your future contacts and the incredible asset that you created for them.