If you have an online business and are looking to better engage with your customers and build customer loyalty, email marketing is a great resource to have in your marketing toolkit. It can bring more people to your website, be a great way to showcase your products and services, and turn customers into brand advocates. Keep reading to find out how.
But before you start, do you even know what your customers are saying about you?
However you market to your customers, you need to remember that every medium is different, and the approach you take needs to be adapted to suit both the customer you are trying to reach, and the means by which you are trying to get your message across.
Provide great products or services, look after your customers, and communicate well, and your customers will love you for it, and be happy to share your good news with their friends. Do it badly and guess what? They will tell all and sundry how you suck!
It was for that reason we recently wrote a post titled, ‘Why Your Business Needs A Social Media Listening Strategy‘ to alert business owners to the fact that their customers are talking about them online, and they need to be aware of what is being said about their brand.
Whether what is being said is good or bad, businesses need to know so they can respond.
Email Marketing – the basics
In regards to email marketing, the most critical factor in our opinion is recognising that you are not talking to the masses. Even though your email may go out to thousands of people, the email needs to speak to the individual. It is a one to-one conversation where you are talking to, not at the customer, and they feel that they matter to you.
It has been said that email marketing is very much like dating, where you would not expect your date to propose to you on the first night. And yet many businesses fail at his most basic step of allowing their customers to get to know and trust them.
Your customers need to believe in you. You can make all the promises in the world but if you lack credibility, you can send out 100,000 emails and still go broke.
If you cannot prove that you know your stuff, sell great products or services which do what they are meant to do, and always provide the high-level of customer service they are expecting, then you are wasting your time even being in business.
So email marketing, like any business action begins at the planning stage, and it starts with having good goals. And the highest goal has to be that of achieving AWESOME customer satisfaction. Do that well and everything else just flows naturally.
How does it work?
With the proper processes in place, it can then be second nature when a customer buys from you, that you can offer to send them great discounts and special offers if they would provide an email address.
Likewise on your website, you should place appropriate offers that are very attractive to the visitor – which they can receive upon provision of their email.
Once you have their permission, you can begin introducing them to your other great products or services through special offers, newsletters, seasonal sales, and much more.
How often you send out those emails should have been decided upon back in your goal planning stage. Overwhelm customers and they will opt out. Try and sell them overpriced items and they will do likewise.
Keep in mind that your emails need to be light and casual and to the point. And you might like to vary the format by including some pictures, video, or audio.
If you make them all dry and business-like, it won’t be long before customers become bored with your offering and numbers start dropping.
Segmentation is important
You might want to think about segmenting your subscribers into relevant groups, so you can easily send follow-up emails to those who bought clothing, over those who bought tools or furniture. Know who you are talking to and let them see that in the email.
Depending upon your business you may wish to segment email subscribers into different geographic locations, particular interests they have shown while on your website but have not yet purchased, related services available for what they have already purchased, known demographics such as age or gender, and date of subscription.
I hate it when I get a generic email thanking me for buying something I didn’t, or asking if I am ready to sign up for something I have shown no interest in. When I get those emails, I automatically opt-out and delete the email!
Email marketing can be a very cost-effective way of increasing sales and building brand awareness, so use it wisely. And ensure you have a plan in place for that very first cold contact with your business.
Nurture those leads into customers, and then turn them into brand advocates by providing all they want or expect, and more.
And then, just keep in regular touch with them via email, and continue to build that relationship, trust and credibility over many years.
We hope you found today’s post ‘How To Build Your Business Relationship With Customers Through Email Marketing‘, helpful, and might begin using email marketing for your business.
Please drop us a comment below and let us know what you think, and consider subscribing, if you haven’t already, so we can keep you updated in the future.
And if you are looking for other great posts to help you with your business or digital marketing, make sure you check out: ‘Digital Marketing: Why your customer insights are so valuable?
Living each adventure,
Christine and Trevor
ONLINE FASHION STORE
Empowering people to live a healthy, authentic and fulfilling, personal and business lifestyle.
Adelaide, South Australia.
DISCLAIMER: This article is written for informational purposes only and is based on Christine and Trevor’s own life experiences. No food featured on this site should ever be consumed or handled if known or suspected allergies exist. Nothing featured here should be taken as medical, professional or legal advice. It is always recommended that you consult the appropriate professional before changing any routine or adopting any new procedure. We provide relevant links in each post to services or products of relevance to that topic. Many are unpaid links, while others may be affiliate links. They are included because of their relevance above all else.
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