Email marketing is a powerful tool. No one denies that. And it is resilient. With over 306 BILLION emails sent daily in 2020, it is a marketing channel whose end is predicted every few months, and yet it persists.
But are you using this the awesome power of email marketing completely?
According to this report, with email marketing, you can potentially get a return of 4,300 percent. Most marketers agree that there is no other way to get this kind of return.
As with most things though, email marketing is not a magic wand. It needs to be executed correctly, with a proper end goal in mind, to achieve the best results.
This article is to serve as an introduction to email marketing for you. If you are a small business owner, or a marketing executive who is
a) either unsure of whether to invest time in email marketing,
b) not sure of how it will help with your business growth,
then read on to find 15 ways email marketing can help you to grow your business.
#1 Convert your website visitors to customers
Creating a website is a significant milestone for any small business owner.
Do you know how to get a return from your effort and investment spent on building your website?
You can earn more money by converting your website visitors into your customers. The primary purpose of your website is to attract more prospects. You must be receiving hundreds of visitors. You can convert these visitors into your customers with email marketing.
You can create a signup form on your website and capture your visitor’s email address. You can create a professional email conveying the value of your business and send it to your visitors. This will help you in nurturing your leads over time. So whenever they want to buy the product, they will remember your brand and come to you.
For example, on Epic homepage, the first thing site visitors will notice the option to try free for 30 days. Once they click on sign-up, they will be asked to create an account by keying their email id and password.
Once a site visitor has signed up for the free account, they will be sent the following welcome email to share more details about features and benefits.
Once the site visitor has started using the free account, you can send some customized emails per user's browsing history. This will help you to nurture the lead. Here is one example email:
Here in the above example, the lead is being nurtured, and whenever the visitor is ready to make a purchase, they will be converted from website visitors into customers.
#2 Reach a broader audience
With email marketing, you can reach a broader audience by asking them to sign up for your free newsletter and sharing emails on their areas of interest.
Don’t worry if you have not invested in a website. You can still reach a wider audience with email marketing.
If you own a small flower shop or a boutique, you can request email addresses from your store visitors and send them emails about offers and promotions.
You can also participate in local fairs and events and ask your prospective customers to sign up for the email list.
Create beautiful, professional emails promoting your business and send it to your email list. This will help you to reach a wider audience and keep them posted about offers and discounts.
For example, on the Healthline site, they have added a newsletter sign-up form where website visitors can choose their areas of interest and sign up for free newsletters.
Once a website visitor has signed up for the free newsletter, they receive weekly newsletters with their interest areas. Here is one example:
In the above example, the lead is being nurtured by sharing content with their topics of interest.
Asking your website or store visitors to choose their areas of interest and sending them tailored content can help you reach a wider audience.
#3 Increase your brand awareness
Have you ever heard people refer themselves to Samsung People or Apple People?
Brand awareness is becoming a part of the consumer lifestyle. When they think of mobile, they think of Apple or Samsung. Apple is one of the most influential brands in the world.
Do you know how Apple has created this kind of brand awareness?
Apple created its brand awareness in many ways, such as branding, advertising, email marketing, social media campaigns, and many more.
Email marketing is also one important way that can help you to create brand awareness as people love sharing good stuff with their friends and family.
To create brand awareness for your business, you can create an email reflecting your brand’s benefits and send it to your email list. If your prospects and customers see the value, they will share your emails with their loved ones. You can encourage your subscribers to share emails and visit your social media pages to get more offers and coupon codes.
For example, Sephora sends monthly emails sharing insights on the best products and brands, and with these emails, Sephora is creating a brand for itself. Sephora has also sweetened the deal by sharing a coupon code in the email.
#4 Increase your website traffic
If you have an e-commerce site, you must be looking for different ways to increase your website traffic. Email marketing can help you improve your website traffic. You can create custom email newsletters and send them to your subscribers about special offers and deals. This will tempt them to visit your website.
Seems exciting? You must be receiving many emails from different businesses every day, but do you visit all their websites and make a purchase?
We know that the answer is “No.” You must be visiting the ones where you can see any value or benefit after reading the email.
Create content that will give your subscribers reason or excitement to visit your site.
Email marketing is one of the best ways to increase your website traffic. If you already know about your subscribers’ interest or how your product adds value for them, you can create content tailored to their needs and drive more traffic to your website. By driving more traffic to your website, you can get more leads and increase your sales.
For example, Deliveroo has sent the following email to encourage existing customers to take advantage of new offers in their area; this will tempt them to click on “View Offers” and visit the Deliveroo website.
#5 Introduce your new products and services
In addition to nurturing your leads, you can also create email content to introduce and promote your new products and services.
According to Adobe Email Usage Study, Americans spend five hours per day checking their emails on average.
With people spending so much time checking their inbox, there is an excellent chance that they will notice your email.
You can craft tailored emails with new product offers and discounts. For example, Sephora has sent the following email introducing new holiday beauty sets. The following email is a perfect example of promoting a new product during the holiday season.
#6 Promote your existing products and services
Email marketing can also help you to promote your existing products and services. You can craft a beautiful and professional email reflecting the benefits of your products.
Mention why your products are better than your competitors. If you can convince your prospects and customers that your product is better and more affordable, they will visit your site and store to purchase more products.
For example, in the following email sent by Wish, they emphasize on the affordability of their products. Also, there is an option to refer friends and family members to earn up to $100. This email is an excellent example of promoting your existing products via email marketing.
#7 Build strong customer relationships
In addition to nurturing your leads, email marketing can also help you build long-lasting relationships with your customers.
If you want to build long term relationships with your customers, you need to create personalized marketing emails. This will show your customers that you care about them.
You can use any email marketing software to send automated birthday and wedding anniversary wishes with a discount coupon code.
Send weekly or monthly newsletters to keep them informed on what is going on. Send them an email inviting for events and local fairs where you are participating.
Many brands such as Sephora send personalized birthday and anniversary wishes to their customers. The following email sent by Sephora is an excellent example of showing your existing customers that you care.
#8 Educate your current customers
Email marketing is a great way to educate your customers and keep them updated on your business. Share information on what you are doing to improve your customer experience and products. Keep your customers informed about events, programs available.
Educate your customers about how they can take more advantage of your products and services. Share frequently asked questions and tips to maximize the benefits of your products.
For example, the following email sent by Medhya Herbals is a perfect example of educating your existing customers. These educative emails are a great way to nurture your lead over time.
#9 Win back dormant customers
According to the book Marketing Metrics, businesses have a 60 to 70% chance of selling to their existing customers while the success rate of selling new prospects is only 5 to 20%. It’s easier to retain existing customers rather than trying to get new ones.
If your customers are not actively seeking help or have not made purchases recently, send the “We miss you” email. Add a discount coupon code to sweeten the deal.
With email marketing, you can win back your dormant customers by creating tailored content and sending them discount coupon codes. You can send them personalized emails with their areas of interest. This will remind them of your products and encourage them to make the purchase again.
You can craft tailored emails with new product offers and discounts. When sending emails, emphasize urgency by showing the deal time left before it will be gone.
In the following example, the email subject line stresses on customer’s coming back and making a purchase. The email content is crafted based on previous customer purchases in their area. This email by Deliveroo is an excellent example to encourage your dormant customers to come back.
#10 Connect with the target audience
Email marketing can help you stay in touch with your target customers by regularly sending them emails about your offers, discounts, new products, events, etc. This will keep your brand on top of their mind.
When your target audience sees regular emails related to their interest, they will stay connected with you. They will buy products from you and refer your products/services to their friends and family.
For example- The following email sent by Photobook Singapore is informing an existing customer about the current sale and promotions offered on their website. These regular emails help all e-commerce sites to get in touch with their target audience.
#11 Increase your credibility
With email marketing, you can create quality, tailored content for your subscribers, which will increase your credibility. If your prospects and customers see value in your content, you can gain their trust. They will start believing in your brand.
To increase your credibility, send content that can benefit your customers instead of only selling your products, services. This will help you in the long run, and when it comes to buying, they will choose your products.
#12 Expand your network
Most small business owners are not aware that they can expand their network with email marketing. You can send emails to your list informing them about current events where you are participating.
You can invite industry influencers and their followers to join the events. This will help you to create brand awareness and expand your network.
For example, Zoom and other significant brands send regular updates on the events they are conducting via email marketing. The following email is an excellent example of inviting your prospects to the event.
#13 Sell related products
It's easier to sell to your existing customers rather than trying to sell to new prospects. You can propose related products in the email and convince them to try your other related products.
Sweeten the deal by offering coupon code or discounts. For example, one of your customers bought coffee powder, sent them an email with creamer and cookies, which will go well with their coffee with a coupon code.
You can automate these emails with marketing automation features available in Customer Relationship Management (CRM) Software. The CRM software will automatically send emails based on user purchases and preferences.
For example, the following email sent by Goodreads.com is a perfect example of introducing related products to your customers. They have shared a list of books that are very similar to the existing product purchased by the customer. This email will encourage customers to click on the other related products and find out more about it.
#14 Generate new opportunities
Email marketing can help you attract new opportunities by creating email newsletters about your media interviews, speaking engagements, and more. You can send these emails to your prospects, customers, and email subscribers.
Your email subscribers list may have people who are interested in joint ventures or partnerships. If they find your content useful, they will connect with you.
In the following email, Grab has stressed on their new initiative of creating more opportunities for potential drivers. This email states that they care and want to generate more employment opportunities. This email is a perfect example of creating more opportunities and increasing your brand credibility.
#15 Save your money
Email marketing can help you save your valuable money spent on papers, printing, stamps, and envelopes. Save your postage cost by going digital.
With automated email marketing software, you can create beautiful, professional templates, and you can view stats on click-through and open rates. This will give you a clear picture of if your content is working. You can spend your well-saved money on expanding your business.
Here we have listed key takeaways from this article:
- Email marketing is one of the best ways for small business owners to grow their business.
- Email marketing is an effective and inexpensive way to generate more leads, increase customer loyalty, raise your brand awareness, and attract more opportunities.
- Take time to build your email marketing strategy; you need to create different and tailored content for your prospects, active customers, and dormant customers.
- Send relevant content to keep your prospects and customers engaged. Do some research about what customers want and expect.