Knowing why your product or service is successful is crucial to the long-term success of your business. That’s why developing an email marketing strategy early on is so important. It’s the most powerful tool at a business owner’s disposal allowing you to plan a path of success, measure the results, and act to capitalize on what’s working and adjust what’s not.
If you’re still on the fence or are daunted by the task, here are a few facts about email marketing that’s sure to put a fire under your feet!
Emails are increasing in popularity
Emails are like cellphones—you don’t ask people if they have one, you just ask for their number assuming they already have one. This coupled with the rapid digitization of the consumer industry, emails have become the primary method of connecting with customers and raising brand awareness to get leads. And because you want to be where your customers are, you need an effective email marketing strategy in place.
Emails measure success
As mentioned above, email marketing measures your success. Thankfully, there’s email marketing software like MailChimp and Salesforce with built-in analytics and tracking tools. These tools let you see who opened your emails and what links they clicked. More advanced tools will even let you see the demographics of leads who show interest in your produce/service so you can tailor future emails and campaigns to their needs. These advanced metric even allow you to do something called A/B testing where you can test two different marketing ideas to see which is better received.
Emails help with lead generation
Apart from increasing sales, lead generation is the top reason companies use email marketing. Here are some ways to generate leads with emails:
Incentivized Opt-ins: On your website, offer a free e-book, access to a webinar, coupon, or other incentive in exchange for an email address.
Sign-up forms: No need to hide your intentions, place a sign-up form on your website to generate leads. Be sure to let customers know what they’ll get by signing up (tips, sale announcements, coupons).
Contests/Sweepstakes: Everyone loves a sweepstake. Have leads sign-up with their email address for a chance to win.
Emails help connect you with your customer
Email marketing is more than just gaining leads or selling, it’s a fantastic way to engage your clients and stay at the forefront of their minds. Newsletters are a popular option for this. Send one newsletter monthly packed with how-to-guides, tips, tricks, or Q&As. Customers have a million options when it comes to where they shop. Newsletters help ensure you don’t get lost in the crowd.
Emails deliver strong ROI
Averaging a 122% return on every dollar invested, email marketing stands unchallenged when it comes to return on investment (ROI). This is due in part to it being incredibly cheap to execute but also because of its versatility. You don’t have to send the same email to everyone on your list. Instead, you can segment lists based on shopping habits and demographics and send tailored emails to each group. Then there’s something called a drip campaign—pre-written, automated sets of emails that send based on specific timelines or user actions. This feature goes a long way in massaging prospects into paying customers.
What are you waiting for?
At this point in the game, not having an email marketing strategy is not an option. It’s easier now than ever to achieve your desired results thanks to marketing software. So, take time to develop an effective email marketing strategy.
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