Marketing refers to the total of all promotional activities undertaken by a business to reach out to its target audience by showcasing its products or services or simply increasing brand awareness. With the advent of the internet today, a variety of online channels can be used for marketing campaigns, from social media and search engines to promotional emails.
Marketing is an important link between any business and its customers. Without a proper and effective marketing channel, a business risks losing its potential customers to competitors.
In this article, we'll be focussing on email marketing or using email services as a marketing platform to reach out to your potential customers. Email serves as one of the most effective ways for a business to communicate with its customers. The communication may entail a new offer, announcement of a new product line, sharing industry insights, or remarketing to previous customers. The article will further explain how a properly executed email marketing campaign can help you reach out to your customers and business clients.
As evident from its name, email marketing is using emails to communicate marketing information to customers to reach specific objectives. Such objectives can be higher sales, more customer engagement, higher customer acquisition, enhanced brand awareness, etc.
A proper email marketing strategy consists of different messages at different levels of the sales funnel, i.e., it may disseminate information for awareness and communication to existing customers while appealing to and attracting prospective ones. In simpler words, an ideal email marketing strategy should be able to appeal to all kinds of buyer personas and at each level of their buyer journey.
Email marketing has evolved into a powerful tool, especially since automation has become a thing in the online marketing landscape. It enables a brand to form a direct relationship with its customers.
It's perhaps for this reason that the use of email marketing has been accepted widely, most notably by retail and SaaS players. It has become an immensely competitive field where every player is fighting for the end user's attention by creating informative content for them to consume.
However, with so many options, it means that a buyer will receive countless emails during a period. So, how do you ensure that they open your email and go through the content you've worked so hard to piece together for them?
Let's further dive into what makes a buyer click on a particular email and access its content.
Emails have proven to generate an average of $42 for every $1 spent, which is a significant ROI rate. This ROI makes email marketing one of the most effective mediums for promoting your brand, products, or services.
Moreover, with consistent email campaigns that have a clear-cut strategy, a whopping 78% of marketers have witnessed an increase in engagements in 2021. Other benefits of email marketing for your business include:
When the right kind of people sees the right kind of content, they're more likely to be interested in what you're offering. Email marketing provides a platform to reach the right audience at the right time and at the right place.
Most working professionals today constantly check their emails, even beyond working hours. With email marketing, you can instantly reach out to many of your prospects with content optimized to satisfy their needs.
Email marketing is a powerful tool that can significantly increase your sales when harnessed correctly. Email campaigns are used by businesses to inform their customers of new sales, offers, and discounts. E-commerce and retail brands use email marketing to help customers complete their buying journey by reminding them of pending items in their cart or compelling them with more offers and discounts on a product they may have browsed previously.
Email marketing also serves as a tool for sending your customers to a landing page, thus proving to be an effective means of gaining higher conversions. With a well-defined strategy and CTA, you can get more contact info, downloads, or other forms of engagement on your website. You can create personalized content that sparks interest in the user and provide them with CTA buttons that redirect them to your business site.
One of the major benefits of email marketing is that it allows you to reach thousands of customers in just a single click. Those customers have the mail in their inbox, which they can read at their own leisure. Unlike social media and search engine marketing, where the customer might miss the ad by scrolling up, email marketing has a higher chance of your customers viewing your message, whether they're online or offline.
In today's marketing world, it's important to create personalized content tailored to appeal to your target audience. The simple inclusion of the user's name can improve your click-through rates significantly. Creating customized content based on their needs also helps your prospects to relate to your brand
One way to build your email marketing content strategy is to segment your target audience into groups, which denotes a particular sales funnel stage. This way, you can create personalized content for each segment that will help them move onto the next stage and ultimately complete the buyer journey by purchasing from you.
When you create personalized content for each segment in the tunnel, you cater to each of their needs while nurturing them to convert into customers. Make sure that your content is catchy and engaging. Use images, impactful headers, and compelling subject lines to this effect.
Another way of crafting personalized content is by segmenting your prospects as per their buyer personas. You can appeal to them differently as per their varying needs to influence them to buy from you.
You can also use automation tools to send informative content to interested users, which satisfies their queries and compels them to take action, leading to more conversions.
Email marketing is a very cheap form of marketing that returns outstanding results. The only cost you need to bear is using the email software and the salary of an employee to oversee the campaigns.
It's also fairly simple to create an email campaign. All you have to do is to create content and set up a workflow that streamlines the whole campaign. In probably a couple of days, your email campaign will be up and running at a fraction of traditional marketing costs.
Emails allow you to establish a direct line of communication with your customers. You can inform them of updates regarding their purchase, respond to their queries, provide them with informative content, as well as engage them with personal messages on their birthdays or special occasions.
Email marketing also assists in gathering valuable feedback as to what your customers think about your business. Understanding their behavior and how they respond to your messages can further improve your overall marketing strategy.
You can know how your customers perceive your brand by sending feedback forms or asking them to rate their experience via emails.
By regular emails, you can keep your customers updated regarding any sales, offers, or discounts. Such a personalized approach makes them feel valuable to your business, thereby enhancing customer loyalty.
Email marketing campaigns can be of various kinds, from onboarding a new customer to retargeting previous buyers with informative content. On a fundamental level, you can reach out to your buyers with any product, service, offer, discount, or brand message that you want.
These are some kinds of email marketing campaigns:
Newsletters include industry news, company announcements, and other informative content to keep your audience up-to-date.
These messages are sent to first-time customers when they make a purchase, provide their contact info, or download content from you. You can further compel them to take action again by presenting them with an offer or discount on their next purchase.
You can send offers and discounts to customers who may not have completed a purchase or who are registered but haven't yet bought from your business. Limited time offers are an effective way to influence them to avail themselves quickly before it expires.
These messages include wishing your customers on their birthdays or anniversary. This helps to increase customer loyalty and retention.
Best Tools for Email Marketing in 2022
An email marketing tool will help you automate messages and send them to many contacts with a dedicated call-to-action or link to a landing page and personally crafted content. Some popular email marketing tools are:
Get Higher Outreach and Conversions with Email Marketing
When leveraged correctly, email marketing serves as a great tool for your marketing goals. Obviously, email marketing is much more complex than to be covered in a single article, but as a marketer, you need to get your basics right.
The most important part is creating content that appeals to your users. Understand your customer's needs and requirements and build content around specific buyer personas or a sales funnel segment. Use an eye-catching design with a soothing layout and images that engages your target audience effectively. With a well-defined strategy in place, you can reach out to a large number of your customers and build long-term relationships with them via email marketing.
Check out our blogs for more articles like this.
Do you need a winning email marketing strategy that maximizes conversions with a handsome ROI? Contact NYC SEO Pro for professional email marketing services that result in more brand engagement and sales for your business.