By encouraging current customers to buy again and prospects to become new customers, email marketing helps grow your business.
Let’s take a look at what it is, strategies you can deploy to do it effectively and if it actually generates sales.
What is Email Marketing?
Email marketing is a great tactic to reach people in their work or personal (depending on your industry and why someone signs up,) email inbox.
Many organisations decide to start an email ‘newsletter’. Quite frankly, this newsletter is just a company mouthpiece, used to push out news nobody except the managing director (MD) is interested in. And if you’re that MD reading this right now, just know my observation comes from a place of love. I want you to gain market share, not have a valuable sales tool ignored, so please read on. If you’re not the MD…don’t tell him I said that!
How Frequently Should I Send Email?
The MD may want to hijack the newsletter, but it’s vitally important to remain in contact with current customers, so you stay top-of-mind. could have a monthly or weekly quick contact to go over why keeping plugins up-to-date is important, or how adding alt text to images is great for accessibility and SEO would be really valuable for your audience I think. You would earn the trust and right to drop in a sales offer now and then.
What Strategy Can I Use?
There are a few strategies you could consider like creating a set of emails, then schedule them and have it so new subscribers get it from number one but anyone already on the list continues to get them as you add to the chain. Or have new subscribers come in at whatever the latest email is.
I have had success in past roles with email marketing and in my own business again in the past, but I don’t use it in my business at the moment. That’s something I aim to put right ASAP.
Does Email Marketing Generate Sales?
Email marketing is great for generating sales, but one needs to be clear what one wants the customers to buy and how. B2C can be very instantaneous and impulsive, whereas B2B can require a more time-sensitive approach. For example, I know certain products need to be replaced at a set time.
Offering short tips in email form with occasional offers two or three times a year (or whatever you find appropriate based on how often you email people) would work well; especially if you can make them so good people forward them and recommend you to others. So there we have a way to get sales indirectly from the email campaigns.
So you’re ready to take the next step? Firstly, let’s remember that email marketing helps grow your business, but only if you take a strategic approach and are consistent in its application.
Take a look at some examples of great email marketing, then consider what ideas you can get from those examples and apply to your customers and prospects.
Remember that customers and prospects are very different and should be approached with different messages. Come up with an email marketing strategy that gets both of them to take the action you want them to.