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Communicate with Customers: Why use Email Marketing?

In the last two weeks, you will have noticed how important email marketing is, now that you find your inbox full of COVID-19 related emails.  More importantly, the COVID-19 outbreak has highlighted the critical need for businesses to be able to reach out to their customers.

Email marketing is about building a bridge between you and your customers.  Right now and into the future, it’s important to inform your customers on how your business is there for them, when we all emerge on the other side of COVID-19.

Send your customers updates of the latest changes

Right now you need to let your customers know what your business conditions are, or you may have changed your building entry standards.

Below are a couple of examples that illustrates how easy to read content provides a formal look and feel and helps customers understand your trading conditions.

The second email template below illustrates the use of subheadings and short paragraphs to provide the opportunity for scanning relevant content.

Other important items you need to include:

• Provide useful information you would like to share
• Notify customers that are critically affected and need support
• You have a brick and mortar store and you need to notify customers about the changes you have made
• Notify your customers that your services have been affected in a certain way
• You have implemented a plan to help your customers by providing virtual services, or offering health and food supplies

The best question to ask yourself is, what’s appealing content from a customer’s point of view?

What’s the best email marketing option?

Let’s face it, long email newsletters just don’t work. They are too long to read and people are time poor, for example, TL;DR (Too long; didn’t read) is a popular acronym used today, due to information overload.  Shorter, easier to read emails, give customers a quick solution to their problem.

Consumers sign up to receive emails from brands for many different reasons that are important to them.

By giving your customer messages that are easy to understand, in a short time frame, you provide a sense of certainty and reduce the risk of the email being deleted.

Email Marketing is an immediate communication channel

Use email marketing to drive traffic to your website, social media channels, download an eBook, sign up to a competition, and make a purchase from your shopping cart.  Email marketing strategies,  helps you increase conversions and revenue by providing customers with valuable information that is important to them.

Measure your return on investment

Email marketing can be tracked through Google Analytics to get a better picture of what is leading to a conversion. You can tag links with tracking code, so you know what campaigns your customers find more popular.

Once you begin to track your email marketing campaigns you can actually see the spikes of user traffic visiting your website.  The more campaigns you are able to send each month, the greater opportunities are available to increase conversions, leads and sales.

Email Marketing Strategy

Sending an email sequencing strategy will be different for each business, industry and target audience.  Below are examples of an email marketing sequence, that is suitable for many product sales or service based businesses:

Send Welcome Emails

• Open rates for welcome emails are, on average, 50%. This means that, compared to standard newsletters, they are 86% more effective. Source: Campaign Monitor
• Welcome emails give you the opportunity to further promote your business
• Helps you to cement the relationship

Send Abandoned Cart Emails

• Abandoned Cart emails increase revenue between 3% and 11%
• Abandoned cart emails achieve a 29% success rate.

Send Secret Offer Emails

• Send customers only emails with a special offer that makes them feel special and appreciated
• Exclusive offers have a high open rate
• It can be a product or valuable piece of information

Send Loyalty Emails

• Loyal customers are worth up to 10 times their first purchase
• It cost 5 times more to acquire new customers that to keep a current customer
• Loyalty emails are a great way to build repeat sales

Send Discount and Coupon Offers

• Use promotions and dollar off discounts
• Stock clearance offers
• Send promotions on short sales

Send Competition Emails

• Use competition emails for a sale.  Customers who buy at a certain time, go in the running to win a product or something of value.
• Grow your social media channels with combined email marketing and social media

Send Social Proof Emails

• Build trust with your customers by sending a social proof success story
• Real success stories build trust and promote referrals to friends and family
• Social proof can be linked to social media with reviews and further sharing

What’s the Takeaway?

Email marketing is a fast and effective way easy to reach your customers with specific messages.

Email marketing has high conversion rates and provides a great ROI, when it’s targeted to the right audience at the right time.

Email marketing is flexible and can be quickly and easily incorporated into other digital marketing channels, like social media, driving organic traffic and remarketing to new and existing customers.

If you have any questions about email marketing or would like to speak to a consultant to find out more, please contact us today.