Email marketing still remains an essential online marketing tool. Sending targeted messages to a particular segment of the market can prove fruitful for sales and revenue streams. Not only is email a powerful tactic for reengaging loyal customers, but it can also prove effective at attracting new users to explore one’s products and services. We outline some ways that email can help gain and attract the right new customers.
Optimize Your Marketing Process: The First Step in Email Marketing Success
The first step in email marketing success should be fine tuning your online marketing process. Make sure your internal conversion process is put in place and easy for users. If new email users decide to sign-up for your newsletter or special offers, make sure the forms work functionally and provide users with proper information, including the ability to share the offer on social media or to become followers of your Facebook or Twitter page. Based on the offer, make sure the form does not feel intrusive or asks for too much personal information.
For the service oriented headers, it is advisable to have targeted follow-up emails based on the clients’ click-through behavior. This will give new customers a personalized experience based on their behaviors rather than assumptions. If customers click on the “Space Planning & Design Services” header they can receive a targeted email outlining the service offering in more detail, while also receiving offers such as “Request a Free Design Consultation.” This tactic ensures that new customers feel valued and are informed right away.
Include Targeted Underlines & Don’t Forget About Services
When dealing with new customers, they are not aware of the products, services, and competitive advantages that your company offers. Having newsletter types of emails that feature the different services or products you carry in an appealing manner can be effective. Not all customers are going to be interested in the same service – this is where targeted underlines come into play. For example, if your eCommerce offering includes office supplies and equipment, but also space planning and design services, have different header sections in your email with links to shop now on your eCommerce site, but also relevant landing pages for services.
For the service oriented headers, it is advisable to have targeted follow-up emails based on the clients’ click-through behavior. This will give new customers a personalized experience based on their behaviors rather than assumptions. If customers click on the “Space Planning & Design Services” header they can receive a targeted email outlining the service offering in more detail, while also receiving offers such as “Request a Free Design Consultation.” This tactic ensures that new customers feel valued and are informed right away.
Use Data to Reengage Unresponsive Contacts
Use data and analytics to determine users who are not opening or clicking through your email blasts. These people are not opening for a reason – give them a better reason to re-engage with targeted follow-up emails. Sending them emails that highlight new products and service offerings as well as what’s going on in your company is essential in converting them to actual customers.
Use Your Partnerships Strategically
Use your partnerships strategically to attract new customers and increase traffic to your website. For example, if your products complement a partner’s services, without threat of direct competition, this is a perfect way to reach new customers. Create email blasts that show the benefits of purchasing your goods in conjunction with the partner’s services. This will enable your company to reach the inboxes of users that could potentially become customers.
Share Insightful & Educational Content
Share insightful and educational content with your email subscribers. Even though many of these contacts may not yet be customers, if you share information that will benefit them, while teaching them something new, they may eventually become a customer. It is also important that if users regard your email blasts and site content as a valuable source of information, they may share this on social media and with friends and family through word of mouth advertising. For example, in newsletter emails, have a section with a header titled “Recent Blog Posts” so users can read relevant content as well as be directed to your site, increasing incoming traffic.
Video in Emails Translates into Increased Engagement
According to an article by Hubspot, email open rates can be boosted when the word video is utilized. We all know the video craze all too well and how consumers are engaging and consuming content through video channels such as YouTube. Emails allow you to share video content with potential customers. These videos can highlight your products and services offered, as well as set your company apart from the rest. Constant Contact cites that emails with a video can receive a 300 percent higher click-through rate versus the alternative. These statistics illustrate the positive impact video integration can have on email engagement in general. Attract new customers with creative and innovative video email marketing campaigns.