March 13, 2017 / 2 Comments
Email: It’s a great way to communicate with others, send documents or pictures, or get timely news and event notifications right to your inbox. It’s also an unbelievably powerful tool for marketers. When used correctly, you can use email to easily prove your worth, and follow up on leads like no other.
How do you provide value through email marketing and gain customers? Let us walk you through it.
Why email marketing?
Email is great for following up on leads because it’s so easy to track interactions and results. We can measure things like open rates, click through rates, and look at the path a user takes when they navigate to our website. But it is also optimized to show users what we have to offer them.
The important thing to remember with email is keeping users active and subscribed. If you can understand what may drive users to open and explore emails, and what you can provide to them to keep their interest, the better your efforts will pay off.
What do you have to prove?
Think about a few different things when considering an email campaign. (Your buyer persona can come in handy here too.) The first thing is, what do you most want to show your customers and potential customers? Do you want to emphasize your company and its culture? Do you want to display products that you sell? Do you want to provide news and announcements? Or do you want to be informative and educational?
You can potentially create email campaigns for each of these strategies for email marketing, but when starting out, it’s important to be streamlined and simple. It’s easy to be overzealous and users are extremely sensitive to spam. Starting out with one purpose at a time can also help you to rate the efficacy of your campaigns more easily, when you test and compare them to each other individually. Running multiple campaigns at the same time can make it more difficult to identify specific successes and failures. A/B testing is also an absolutely smart way to find the best campaigns for your customers. By comparing changes in keywords, subject lines, email copy, subject, and content, you can see what it is users are really responding to.
When you use email marketing wisely, you can prove your worth to potential customers in a number or different ways.
Prove: The quality of your company and/or your values
Take a look at your buyer persona. Is your ideal customer someone who values saving time, saving money, trust and honesty, transparency, credibility, luxury, or something similar? Capture their attention and prove to them that your company exemplifies specific qualities that they value.
The social media tool Buffer says that one of the aspects of their company and culture that they value the highest is transparency. So they’ve put their money where their mouth is and have released their numbers on salary, spending, and performance.
Take a page from their book. It doesn’t necessarily have to be about transparency, but you can easily create email marketing campaigns that demonstrate how your company and values are aligned. In doing so, you are making your brand more appealing to those with the same values.
Prove: Your products/services are the best/most appealing.
E-commerce companies are well served to create email marketing campaigns that actually show real products that users can click on to navigate to actual product pages. It’s a fantastic way to shorten the path to purchase. Use your analytics that monitor which products seem to be most popular, and use that knowledge to create emails containing those desirable products, or ones similar. You can even get more personal and use data to retarget customers who have already looked at certain products, or who have searched for certain keywords.
Measure the click-through-rates for specific products within the email campaigns. If some are underperforming, switch them out with other products to optimize the CTR.
If your company doesn’t sell products, but offers services instead, you still can utilize this type of email marketing campaign. Think about the problems that need solving by your customers. What can they benefit from using your company? Create email campaigns that show specific services and all of the benefits that come along with them, or show the wide range of services you provide with call-to-action buttons leading users to whichever services they choose.
Users may be aware of your company or business, but not know the full scope of what you have to offer. Email marketing campaigns are a great way to show and tell.
Prove: You’re a go-to source
Newsletter sign-ups are a great lead generation tool. It’s an easy form users fill out that give you valuable information, but the users who give their information are expecting something in return. It’s important not to disappoint those users who receive your newsletters.
Another thing to consider is that someone who has signed up for an email newsletter, probably knows who you are and what you’re about. There’s not necessarily a need to hard sell your products or services to them. What they’re probably looking for is more information about company or industry news, trends, or announcements.
Prove to users that you are a go-to source for this type of information. Newsletters that only talk about what you sell or tout your company may get you more unsubscribes than you’d like. Providing useful information, announcements that make recipients feel that they are getting first priority to sales, new product releases, or other matters of business, do well to strengthen those relationships.
The key is to make customers and potential customers feel that what you send them via email can be useful to them. And by creating an email campaign that displays that you can be a source of news and information, you’re increasing your credibility – a quality many consumers value highly.
Prove: You know what you’re talking about
Similarly, you can use email marketing campaigns to show what you know. A lot of consumers invest in products and services with companies who they feel are experts in their industry. You can utilize the newsletter template, or create email announcements that show how you are benefitting other customers, or are at least knowledgeable in your field. Consumer trust comes heavily from feeling like a company can walk the walk. By that I mean you don’t just say you know something, you show you know something.
There are different methodologies to this, but for starters, consider curating content for your newsletter from other reputable sources. This can also help build your credibility.
Creating original content that not only shows how you are aware of new technology or tactics within your industry, but also how you are using that knowledge to shape how you do business with your customers, shows users you know what you’re talking about.
One truly successful use for email marketing campaigns is also to offer deeper level content such as e-books, white papers, or webinars. By making this type of content accessible to users through email, you can generate a higher number of views for this content, which users will see as more valuable or beneficial than other surface level content.
Prove: You appreciate your customers
It’s all well and good if you’re an expert in your field, but if you don’t have great customer relationship skills, or processes for customer service in general, you can forget about repeat business.
Prove that you value your customers with email campaigns directed towards those who have already made purchases from you. Retarget customers with items they have previously viewed, or offer to put them in touch with a representative for a free consultation on their business needs.
Try an email survey campaign. Find out what customers liked or didn’t like about doing business with you. On one hand, this gives you valuable information on how to approach customer relationships in the future. Chances are, those who receive and respond to the survey will respect and appreciate you taking the time to find out what they really think.
Offer deals or discounts for repeat business or purchases. Use an email campaign to offer referral incentives or loyalty rewards. Lifelong customers are a huge asset to any business. It’s important to remember them when creating marketing campaigns, and email is an easy way to keep in touch.
Email campaigns are an important and useful tool for marketers for a number of reasons. One of the greatest reasons, is that it gives you a versatile platform to provide value to your customers and potential customers. Email marketing allows you full control, while being able to track and analyze almost every aspect of the campaign. Utilize the many purposes and formats of email marketing campaigns to prove your worth to users and demonstrate why you deserve their business.