How many times do you go to a website and a box pops up on your screen asking you to join their email list? How many times do you actually enter your email address? It is rare that website visitors are happy to encounter a pop-up, and even then, only about 1 in 50 people on average will end up entering their email when prompted with these pop-ups. If this method of email capturing isn’t very effective then how do you best capture emails for effective email marketing? How do you know that email marketing is even worth your time?
Why Email Marketing
When it comes to checking your inbox millennials aren’t the only ones constantly refreshing. Most people use their email daily and check their inbox everywhere they go, whether they are at the gym, out to eat, or just binging their latest television show. Email marketing provides a reliable form of communication between your brand and target customer. Making this form of communication vital to reaching your current audience, finding new customers, and growing your business.
How and Why it Works
Unlike other marketing methods, email marketing lets you stay in touch with your audience consistently and regularly. Whether you are sending them a “thank you for subscribing,” email or a “welcome to the newsletter,” message, email is the easiest and most effective way to remind your customers that you are thinking about them and value their business.
These emails should show your customers the value that your business has to offer, and the more value you can provide in your services the more your customers will look forward to hearing from you. This in turn will increase the chance of them engaging with your call to action. A call to action is a marketing term that we use to describe the piece of content used to drive your audience to carry out an action. This can be clicking a link to read a blog, to purchase a certain product, or to get more information. This aspect of your email marketing campaign gives your audience a “why.”
Email Capture
So if pop up windows on your home page aren’t the best for email capture what is? Well, there are a few options you can choose frt. Each one is successful on its own but you have to decide on which way is best for your individual business.
- Facebook ads– These ads let you target your audience based on age, buying behavior, and location. You don’t have to spend a ton of money for a successful number of leads to be collected
- Contests– Running giveaway contests is a great way to gather emails and attract a lot of attention to your brand.
- Gated Content– Offering your best content in exchange for their email address is a great way to gather leads because it makes your customers feel special about receiving content that is not readily available to everyone.
- Ask for them– Yes it’s that simple! All you have to do is tell prospective customers how and why they will benefit from your brand and services.
- Include links on forms– Make use of your email signature to get people to share their email address. Including a link to the signup within your signature gives your audience a chance to join and stay updated when they are ready.
- Refer a friend– A great way to create a larger audience for your email marketing is by making your email messages accessible to their friends with shareable links.
These are just a few ways that you can grow your lead list for your email marketing campaigns.
How to have a Successful Email Marketing Campaign
Email marketing is one of the best ways to appeal to your customers and potential leads which is why it is important to have a strategic email marketing strategy.
Personalized and Targeted Content
The process of email marketing allows you to separate your customers into different groups based on their preferences allowing them to receive personalized content. Adjusting your messaging for different audiences ensures that your emails are always engaging. From creating the perfect subject line to selecting images that will appeal to your customers, valuable content will push your audience to engage with your emails. Creating a foundation of trust between your brand and email recipients is an important piece of business and a successful email marketing campaign.
Better Brand Recognition
Email marketing is a great way to build and develop your brand’s identity because it gives you a direct line to your customers and potential customers. You can do this by using the same voice in your writing, colors, and font to bring your business straight to your customer’s inbox.
Optimize your Budget and Time
In business time is money, and using email marketing is cost-effective as well as budget friendly. Most companies don’t have the luxury of spending thousands of dollars on marketing. A strategic email marketing campaign helps you reach potential customers in a way that is cost effective and budget friendly.
Boost Sales
Email marketing is a great opportunity to attract impulse buying. You can entice a customer to make a purchase in a few ways:
- You can feature items that are best sellers along with things the customer has already purchased
- You can list similar items to the customer’s past purchases
- You can create a special offer or discounts for future purchases
When a customer receives an email letting them know about a special they are more likely to pull the trigger right then and there.
Stronger Customer Relationships
It can be nearly impossible to reach your customers in person, on the phone, and sometimes even through email. However, one component of a successful email marketing campaign involves keeping your customers attention. And regular emails that are thoughtfully and strategically crafted do just that.
Build Excitement
Each customer is not the same which is why a catch all email marketing approach doesn’t always work. Whether you are giving a specific group of customers a sneak peek into an exciting new deal, rewarding them for being loyal customers, or announcing the launch of a new service it is important to make your customers feel special. And exciting announcements like this will do just that.
Increased Web Traffic
Emails can be a great way to get customers to visit your website. Including relevant links to your website within your email marketing campaigns is a great way to get customers to engage with your content. This is also a great way to drive traffic to your social media platforms.
Knowing the Metrics
Most people ignore emails with a boring subject line. They see your email in their inbox and depending on how well the subject line and “from name” resonate with them will decide whether or not they open the email or just ignore it. This is called your open rate, and a good open rate means that your customers know your brand well enough to want to hear what you have to say. Another important piece of data to focus on during an email marketing campaign is your click through rate. This piece of data gives you a good idea of how many people took the time to click the links located within the email. The overall goal of these campaigns is to convert the emails you send out into sales.
Getting Started with your Email Marketing Campaign
So in the argument of email marketing being tiresome or effective, our team at Voyager Marketing believes that email campaigns are extremely beneficial to your business. With these emails, you can build your brand, exceed your marketing goals, and set yourself up as the expert in your field and we are here to help. We work with you to build intricate and personalized email marketing campaigns that help propel your business forward. Contact us today for more information on how to get started.
