As a business owner, you have probably been told time and time again about the various ways in which you can market your company: social media, direct marketing and traditional print marketing being the main ones. In this article, we are going to be focusing on one in particular, and how you can best capitalize on it to help you make more money: email marketing.
Email marketing can be pretty challenging. Every day, peoples email inboxes are rammed full of newsletters, special offers, pitches and all sorts of things that more often they not, they will delete without looking. To be successful at email marketing, you really have to grab your readers attention and build up the trust fo your customers. This is done by telling your story and helping them to get to know the people behind the brand – all fo which can take some time. However, here, we aren’t going to focus on that. We are going to assume that you have spent the time building up your list and establishing a relationship with your customers through other methods, such as social media. We are assuming that the people who are on your email list are there because they want to be on there, and are interested in you as a business, so now we need to encourage them to open, read and take some action (other than delete!) once they have read your email. Read on to find out more!
Look at the tone in your email messages.
Your job is to help your potential customers know, like and trust you. They need to feel that you are on their side and that you empathize with them and their situation, which is why you want to incorporate more of a conversational tone in your emails, regardless of the industry you are in. Take a look at your email subject line – does it grab attention in a punchy, friendly way? Assuming you are using your email for sales, you need to make sure they want to open it in the first place!
Check The User Experience
Have you gone through your own email marketing funnel and checked that the process is seamless and engaging for your potential customers? Do you know how you are hoping to change a cold lead into a sale? If you don’t, you are missing a vital opportunity which is going to cost you in both subscribers and sales.
First of all, you need to make sure that it works smoothly on both desktop and mobile devices – remember, more people than not access their emails on a mobile device now, and if they can’t see half of the screen or it’s too complicated, they’re going to click away and forget about it. Look at how your cart abandonment process works as well. Put yourself in the consumer’s shoes and see what they see, so you can make it a better experience for them.
Check that your email service the right one for you
Finding the right email service that fits your requirements is absolutely crucial. To begin with, a free option is probably more than adequate, but at some point, you will need to make some decisions about where to go next. You could stick with the free option, but they are usually limited in terms of what you can do on there and how many subscribers or emails you can send out, so it is generally worth investing some of your company’s marketing budget into something that, if done correctly, will drive sales and make you money. Some features that you may want to check you have access to include:
Abandoned cart: can you send your customers a reminder about the product or products they have added to their cart but have not finished the checkout process? Perhaps you can offer them a small discount for finalizing the purchase?
After purchase email: it is a nice touch to send your customers a ‘thank you’ email after the purchase. You could ask them to leave a review or offer a discount on future purchases.
Registration: Welcome the customer after they have registered on your website. Tell them about the advantages of your company.
By putting these things into practice, you will begin to build up a relationship with your customers and encourage them to not only open your emails but to click through and carry out some sort of action, which will hopefully convert to sales!