A 5 PART SERIES ON HOW TO USE EMAIL MARKETING FOR YOUR BUSINESS
Part 1: A Powerful Tool for Building Your Business: Email Marketing, Demystified
Email marketing is an essential component to generating revenue for your online business. If your website acts as your digital storefront, email marketing is your salesperson. How compelling are they? Here’s the thing: email is one of the simplest and most effective ways to not only reach and communicate with clients and customers, but to keep them coming back. If you’re not utilizing a profitable email marketing campaign for your online business, you’re doing it wrong.
So, what makes a profitable email marketing campaign? Let’s break it down.
Get Personal
Remember: You’re not sharing products or information about your company, you’re offering solutions. Your customers and potential customers face challenges that need solving—a new coat, holiday gift ideas, marketing services, anything. An effective email marketing campaign will bring solutions to customer inboxes in the form of snappy, eye-catching messages. That means engaging copy and calls to action (CTAs), striking graphics or important attachments, all tailored to the individual customer demands.
You want to receive good, relevant and consistent email. So send good, relevant and consistent email. That takes segmentation. By segmenting your email lists, you’re able to target your versatile contact database and send individual customers exactly what they want to read. Through email marketing, you’re engaging customers and potential customers in a conversation. It’s up to you to keep them interested. Tell them what they want to hear, show them what they want to see. In other words: trigger actionable emails based on customer behavior patterns and send the right content at the right time. In order to stay relevant, segmentation is critical.
Side note: Since personalization is key, it’s a good idea to send emails from an actual person (i.e., bob@thisorthat.com rather than info@thisorthat.com, which is more likely to end up in the dreaded spam folder).
