Founder of 2021 “SEO Agency of the Year” finalist LSEO.com. Serial Entrepreneur. Best-Selling Author (over 100,000 books sold).
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Email marketing can sound like a pretty overwhelming undertaking. What would you say in your emails? To which people should you send your emails? How often should you send out messages?
Luckily, there’s a plethora of content, pictures and messages you can use to entice your audience to click on your message. It all boils down to knowing your audience, their problem or query, and how you can help them solve that problem or question.
Below are some examples of how you can grow your enterprise business through email marketing.
Send personalized content to customers.
If customers feel the email content or message is relevant to their problem or query, they’re more likely to click through and read the content. That’s the best way to engage your customers and build trust and loyalty with them.
Sometimes, you can just send them messages that show you pay attention to their activity with your website, like sending them a birthday card with a discount attached.
When a new customer makes a purchase or otherwise engages with your site, send them a welcome message. Such a message carries the same warm feeling as a shopkeeper thanking you for your patronage and encouraging you to come back soon.
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You might also reach out to the customer when they haven’t engaged with your content in a while. In this case, a discount might also help draw them back.
On a grander scale, engage all your customers at once with a monthly newsletter. Keeping your customers in the loop with upcoming events or sales may help increase activity on your website and grow your sales or ad revenue.
Publish newsletters and regular blog posts.
As I said, newsletters are great for engaging customers, but it doesn’t have to just be about company news. Similar to sending out regular emails, posting blogs regularly helps keep customer engagement consistent. If you have a blog, you can include your best-performing posts in your newsletters and remind your readers of significant events or case studies.
Blogs are also great places to post educational information for your readers. Figure out what their biggest questions and problems are, and write about the answers. Keep the information to the point, relatable and skimmable so your readers can get the answers they want fast.
Tap into email campaigns to save money on shipping.
Some companies choose to send out physical letters to engage customers, which is fine. However, sending out those letters costs more money. You’re handling paper, printing, stamps and shipping, all of which add up to a larger amount than sending letters digitally.
You may need to pay for an email marketing service like Mailchimp, but it’s much easier to assemble an email marketing campaign than a snail-mail one.
Set a regular schedule for sending emails.
The best email marketing campaigns know when to reach out and who to send them to. You’ll have to do a little bit of metrics research to figure out who engages most with your content and when they’re most likely to open (and engage with) a message from you.
Once you have that figured out, you can start sending emails regularly. The more your customers see your name pop up in their inbox, the better they’ll remember your name and brand, even if they do not always click through your messages.
Set up automated follow-up emails.
Remember when I mentioned sending welcome emails to new customers? That is an example of an automated email that sends whenever a new customer makes a purchase or joins your mailing list.
You can do the same thing whenever a regular customer makes a purchase or when a customer has begun a purchase but has not completed it.
Stay in touch with old customers.
A mistake many businesses make is getting so caught up in generating new leads that they neglect older customers. Every customer counts for something, so keep everyone in the loop when generating new emails.
The good news is that it’s easier to sell to someone who already knows your business. Again, if you have customers with birthdays, special events or deals that relate to them, let them know about it. Sometimes an email telling them that they haven’t engaged with you in a while can go a long way.
Remember: Always send relevant content.
Just to reiterate one more time, you always want to make sure whatever content you send out is relevant. If it does not match what your customers want or need, then no one will click through the message.
While it’s true that your site may rank better if it has more content, that still means that every word has to count toward educating or assisting your customers on their buyer’s journey. So think about what your customers need at a particular time and create content suited to it. An email marketing campaign is a key to success!
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Author: Kristopher Jones, Forbes Councils Member
