💡 Email marketing
Email marketing is a great way for you to develop relationships with both potential and existing customers.
- It builds customer loyalty and engagement without breaking the bank.
- It works well on mobile.
👉 First step: Set goals
- Do you want to use email to showcase products and services, and bring more visitors to your website?
- Do you want to use email to drive business results, like distributing a coupon that brings in at least 10 sales?
👉 It’s all about building customer base
No matter what your goals are, a good place to start is by building a list of people who’ve expressed an interest in your business. A strong customer base will help your business grow.
👉 For new potential customers
You don’t want to overwhelm customers with too much content in one email, or too many emails in succession. Here are a few steps to get started.
- Start with a friendly “hello” and introduction.
- Next, you might send information about your shop and the product lines you sell.
- Then, when you have information about your customers you can send specific offers, or content they might find interesting.
- While you’re educating your customers about your business, you can use marketing emails, to learn more about them as well.
- Ask your subscribers if they are interested in receiving updates about other products or services. Then find out how they prefer to hear from you.
👉 For loyal existing customers
People who have been on your contact list for a long time appreciate when you anticipate their needs.
- By offering useful and engaging content, you can build loyalty over time.
- As you identify your different audiences, you can customise communications, based on their particular interests.
- By making your content entertaining and useful, your subscribers will enjoy and
- appreciate your emails, and you’ll likely remain their go-to choice when they’re ready to buy.
- Use email to request feedback from your contacts about their shopping or customer-support experience, and then respond to them directly.
- By knowing what went right, or what went wrong, you can offer solutions to their issues, or simply thank them for being a customer.
💡 Email marketing tools
Here are a few common features:
👉 A contact database that stores your customers’ information
At minimum, the database needs to include an email address for each contact. Most software services allow you to include additional information, like name, mailing address, and other information.
- Manually building your email database by adding customer data you already have.
- Most services allow you to upload data from a spreadsheet.
👉 Subscribe and unsubscribe themselves
Most email services provide an online form that you can add to your website by copying and pasting a bit of code. Website visitors can then submit this form to sign up for your emails. This data is then automatically transferred to your contact database. These forms are usually customisable, so you can ask for the specific customer information you want. But, your online sign up form should be short and easy to complete.
👉 Email templates
Allow you to create a design that matches your brand. You can reuse your template again and again, for similar email campaigns.
👉 Schedule when your email goes out
You can send the email immediately, or choose a later day and time.
👉 A personalisation feature
It places relevant content into an email template, based on a person’s interests. You can use this feature to send specific messages to different people within your database.
👉 Tracking Tools
As you learn about your customers’ behaviour, you can then deliver more personalised content.
You can then use your email service to record those preferences and send future emails at more relevant times.
These links typically go to pages on your website. You can then track what those people do, once they’re on your site. Like, whether they read an article, or make a purchase.
Use Email Marketing tools: Mailchimp
🤓 Must keep in mind
People must give you permission to send commercial email, and many countries have laws that require consent.
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