As a business owner, it can feel overwhelming to balance promotional emails with emails from your employees and clients regularly. Your inbox is likely flooded with emails. Maybe you signed up for a service online, entered your email to get a coupon, or signed up for a newsletter that you find interesting.
That said, it is essential not to overlook your email marketing strategy. Because you own the rights to use any emails you collect, email is set to provide consistent value, and long-term success as other channels like social media begin to decline in organic reach.
Why would my customers want another email in their inbox?
The reason that we find most compelling is that email works. McKinsey recently reported that email marketing is 40x more effective than Facebook and Twitter combined. Why? Because over 90% of people use email daily, and when done correctly, customers have opted in for emails and already trust the source.
How can I be more effective with my email strategy?
At IPX Marketing, many of our customers didn’t have an email strategy before working with us, but they often had plenty of emails! Whether it is a client list, patient database, or a list of prospective clients, there are plenty of emails collected, but they haven’t been put to work.
An untapped email list presents a vast opportunity to reach customers with timely messages, important information, and even sales promotions. As you craft your first newsletter, consider the following key advantages of email to help make your campaign even more valuable.
Keep In Touch
Yes, you can drive sales with your emails through promotions, but staying in your customers’ inboxes consistently can be extremely important for staying in touch. Staying in touch could mean the difference between a customer staying with your business or going with the competition.
Communicate your service offerings
Your email newsletter is the perfect place to inform customers about your entire line of products and services. For example, if you are a physical therapist, your patient may have come in for a rehab visit, but they didn’t realize you also offer ongoing support services. Or maybe you sell orthotics that they didn’t get a chance to explore. When you build email content surrounding your product line, you switch from selling to informing and inviting customers to learn more.
Collect Feedback and Analyze Data
When you send an email newsletter, you get feedback immediately. Whether you track open rates, click-through rates, or website interaction, you can see what customers are highly engaged and may not be as engaged. By analyzing this information, you can build a strategy to re-engage customers and drive more sales among your Power Users.
Drive traffic to your website
As you craft your newsletter, consider incorporating website traffic as a critical metric. Using your newsletter to drive traffic to your website shows search engines that your content is being consumed and helps with your overall SEO strategy.
One way to do this more effectively is with a segmentation strategy. By segmenting your audience, you can identify customers more likely to be interested in content based on their past business activity.
Build your audience
Once your email list grows to over 1000 emails, more opportunities open to leverage this information. You can use tools like Facebook and Google to advertise to these customers and other customers that are identified using the customer profiles from your email list. This technique is a great way to expand your reach, starting with an email marketing strategy to your current customer and prospect base.
Don’t become relegated to the spam folder. Make sure to remember these elements when building your email strategy. With consistency and patience, you will be able to reap the reward of one of the most effective marketing channels that exist today.