Email marketing offers many benefits for all businesses. From building credibility to improving visibility, a couple of paragraphs in an email may be all you need to increase new and repeat sales.
But how do you make it work for your business?
There is no doubt that email marketing can become a decisive factor for your company. But sending the wrong types of emails can alienate your prospects.
Worse yet, you may end up with a SPAM tag on your forehead. And your chances of increasing your market share will begin to diminish.
So how do you do email marketing? Let’s start with why you’ll be emailing your market.
Nurture your relationships online
If you don’t have a clear reason why you’ll implement email in your marketing efforts, let me give you a clear focus…
Take care of your market!
There is nothing that we humans like more than to receive affection from those around us.
Affection lets us know that someone cares about us. Enough to present an act of kindness to make us feel good. And that’s the message you want to send to your market.
You want your prospects to know that “hey, I care about your problems. And I want to help you overcome your problems and be better/faster/stronger than before.”
Now, the question is: how do you nurture your audience? The answer to that is: with information, education and entertainment.
Let people know what’s going on within your industry. Are there policies or regulations that the public should be aware of? Let them know! Be transparent. Your prospects will appreciate that you are looking out for their best interests.
Also, teach them the basics of what you do. Educate people about the why of their trade. And if possible, give them some DIY tips to deal with simple problems. That way, when there’s an advanced problem, you know who they’re going to call.
And finally, let them know that you have personality. Have fun. Share something you think your market will find interesting and spark conversation after hours.
3 Email Formats That Can Generate Leads For Your Business
There are three types of email you can send to convert your targets into leads.
Use with caution:
Newsletters/Ezines: This is the most common email marketing practice. Weekly or monthly, send an email with valuable tips and information about your company, offers, or cause. And be sure to open the door to reader feedback.
Automatic responses: This is a series of five to seven follow-up emails used to deepen customer relationships. Your best strategy is to make your autoresponders themed, to have a thread that links each one to the others. You can also use autoresponders to drive follow-up purchases.
Independent emails: Marketers use this type of email at an advanced stage of the business/customer relationship. These emails are meant to reach out and upsell you with special promotions, event invites, and more.