Email Marketing
In the process of building your empire, winning new customers is as important as nurturing the relationships with customers you already have.
Stay in touch with your loyal followers with emails that go beyond the announcement of new products. Instead, build connections with:
- Newsletters – increase brand awareness and drive traffic with what’s new on your site
- Seasonal emails – stay on your customers’ radar with Christmas or birthday emails
- Exclusive offers – make loyal customers feel special with the odd discount or gift
- Reminders – if a subscription is ending, drop a friendly email
- Flash announcements – boost sales with flash discounts, like a 48-hour sale
Check out this example from Brooks Sports.
When Desiree Linden won the 2018 Boston Marathon, she became the first American woman to win the race in more than 30 years.
To her shoe and apparel sponsor, Brooks Sports, it was an opportunity to celebrate their long partnership together.
The resulting email campaign focuses almost entirely on the Olympic marathoner’s amazing accomplishment.
Email campaigns like this one allow companies to demonstrate their loyalties and add value to the products their best users have chosen.
The blue CTA button at the bottom of the email reads, “See Desiree’s go-to gear.”
What better products to call attention to than the stuff worn by America’s latest legend?
Getting started Email Marketing
- Collecting email subscribers depends on the optimisation of your digital marketing efforts: make sure your blog, social media and paid campaigns are driving to a landing page that’s optimised for conversion to collect lead information.
- There are dozens of easy-to-use email services that let you design emails, manage your address list and track analytics such as the number of opens and clickthroughs.
- Less is more. Figure out a clear objective for every email you send – to promote your new line of soaps, remind customers you exist, get them to download your app?
- Test, test, test: What types of subject line words result in the highest number of opens? Where are your readers clicking?
Pro Tips for Email Marketing
Quick – you can develop and dispatch an email in a matter of minutes
Builds strong relationships – you can communicate regularly with the same individuals
Cost-efficient – email marketing can be really cheap
Easy to ignore – we all receive too many emails, so your message can be overlooked
High consequences for misstep – if you send just one annoying or irrelevant email you run the risk of having your customer unsubscribe.
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