Many customers might find those automated promotional emails quite pesky. But if you utilize the technique properly, it will help you build customer loyalty.
Personalization is the key. And just about any business or industry can benefit from it.
In addition, there’s much more to it than simply pushing emails to your customers. Having a concrete strategy will help you stay on top of your game and stay ahead of your competitors.
What Is Business Email Marketing?
If you are new to this valuable marketing strategy, you no doubt have heard about email marketing a lot of times but aren’t aware of the specifics and how to go about it. So let us first help you understand what a business email marketing strategy exactly is, and later we’ll discuss how you can make the most out of this marketing tool.
“Business Email Marketing is an online marketing strategy based on sending personalized and optimized commercial messages to your targeted customers via email”
This technique helps a business reach its potential customers while retaining the existing ones. It also encourages repeat visits and keeps your audience up-to-date with newer developments in your business. You can increase company sales, add to the brand’s loyalty, and communicate with your customers via email.
Previously, email marketing was used to send out mass emails. These lacked personalization. There was hardly any scope for proper optimization. Plus, you could spam people, thereby getting the email address blacklisted. But times have changed, and regulations have gotten pretty strict on utilizing this communication channel more effectively.
In online marketing, the LIST is gold. It has the power to build lasting relationships, keep subscribers informed, and promote your offerings. When you offer your visitors that ethical bribe (also called a lead magnet), they share their valuable information, including their name and email ID. In turn, you can build a top-notch email list and keep them engaged with your brand.
Business Email Marketing Attracts the Highest ROI of Any Marketing Channel
Social media, video marketing, and webinars are relatively newer channels for marketers to explore and benefit from. These are growing exponentially and helping brands connect with their prospects. But as a small business owner trying to make it big in a particular marketing niche (Plumber, Attorney, Financial Services, etc.), don’t overlook or ignore the charm of traditional communication channels like business email marketing!
The year may be coming to an end, but email marketing is very much alive and thriving. You will be surprised to know that a practical email marketing strategy can help you make significant money. For every dollar you spend, you can expect $36 in return. These are average returns and quite high compared to many other forms of digital marketing.
There are over 4.26 billion email users every single day, and close to 306 billion emails are sent and received daily. So, more than 30% of the brands are now increasing their marketing budget to develop their email list. 33% of marketers send out emails every week, while 77% have seen an incredible engagement rate after implementing a workable strategy.
You also cannot neglect smartphone users that prefer brand communication via email. Nearly 59% of the receivers feel that these emails have positively influenced their buying decision. These are all good reasons to incorporate a business email marketing campaign right away if you haven’t already.
Business Email Marketing: How to Start Building Your List?
Provide an incentive called a lead magnet to turn your visitors into subscribers. A lead magnet is key to building your golden list. Based on what resonates with your target customers, you can offer them exclusive content, discounts, e-books, trials, or giveaways. These are some fantastic ways to lure visitors and drive them to opt-in for email subscriptions.
The idea is to give away something of value in exchange for an email address on dedicated lead-capture sales pages such as your website or social media pages. You can place an opt-in form on your website within the blog posts, sidebars, at the header or footer, or on designated sign-up pages.
Also, ensure you are focused and creative with your lead magnets while offering your visitors exclusive content so they find it worth sharing their email addresses. You can also request them to sign up more customers and offer them quick rewards.
Utilize enticing headlines, add helpful descriptions, and use attractive visuals along with simple yet compelling opt-ins to boost conversions. Deliver solutions to the problems your target audience face and they will trust you and subscribe to your content.
Business Email Marketing: Email Your List Regularly
Having an email list is important for any business that intends to keep growing. But not utilizing the list to the best of your advantage is a huge mistake. People sign up for your subscription to receive exclusive content. If they aren’t receiving the value they expect, people will unsubscribe and, in no time, move on to maybe your competitors.
So, it is best to build the list, segment them based on their preferences, and start sending out highly customized emails at least once a week. You want to keep your business name on the tip of their brain but not spam them and leave them frustrated. We recommend you do what we do. We tell our audience in our first email that they can expect more great content every week. We also tell them what day of the week they can expect it.
Do not forget to monitor your email marketing campaigns to understand what’s working for your brand and what isn’t. In the digital world, there’s a thin line between being helpful and annoying. Monitoring and tweaking campaigns can help you maintain authenticity and meet customer expectations.
Business Email Marketing: Content Creation Is Key.
Craft email content that your audience will care to read. Stay true to your goal, be audience-specific, present easy-to-understand content, and clearly define the next steps. Your Call to Action (CTA) must be on-point, so the reader knows what to do next.
Write just as one person, in a friendly tone, use smart humor, don’t forget to optimize for mobile viewing, and push amazing content every single time.
You can send out welcome emails, promotional offers, newsletters, or repurpose existing content showcasing a handful of freshly published pieces or drive readers back to old, relevant blogs, articles, or how-to guides.
You can also incentivize your email subscribers and send rewards via email. Surveys and seeking feedback, company announcements, transactions, and behavior emails are a few more ways to keep your audience hooked.
So while you pick the best option for your business, create content that resonates with your audience to maximize impact.
The Bottom Line
There are many benefits of business email marketing. As you scale your business, utilize email marketing to boost your conversions.
And while you’re at it, keep your email copy naturally flowing and engaging. It can be an excellent part of your overall internet marketing strategy, along with SEO, PPC, and social media management. Sure it may be time-consuming, but it is also highly rewarding to put your brand out there and keep customers coming to you.
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