How to Nurture Relationships Through Email Marketing

With over 4 billion daily email users, focusing on email marketing for customer acquisition can create a large return on investment for your business. 

Successful email campaigns are a great way to nurture relationships with both your customers and prospects. However, there are a few important lessons to learn before diving into your email marketing strategy to ensure you’re not wasting your team’s (or your audience's) time in the inbox.

1. Understand and Segment Your Audience

The first step to begin nurturing relationships through email marketing is to first properly understand and segment your audience. 

No matter the size of your email list, it’s essential to remind yourself that there’s a real human being on the other side of that email address. Essentially, email marketing boils down to two things: building trust and providing value. 

To send an email that adds value to them, we must first understand and segment their unique needs, wants, and desires.

What Is Audience Segmentation?

The best way to organize your audience is by properly segmenting your email list. Think of audience segmentation as a way to create smaller, more personalized groups of contacts to ensure you’re sending them the right message at the right time. 

By sending highly personalized email campaigns, you’ll see a boost in open and click rates along with a lower unsubscribe rate.

How to Segment Your Email Marketing List

There are endless ways for you to segment your audience. However, a great place to start is to think about how (1) your business moves customers through their buyer's journey, and (2) how you communicate with current customers.

Here are some of our favorite ways to break down our email list:

1. New subscribers
2. Stage in sales funnel
3. Customers and prospects
4. By the product or service they’re interested in
5. Geographic location

Not sure where to start with your list segmentation? Let our team help! Connect with us today to learn more about audience segmentation and how we can make it work for your business.

2. Create Value in the Inbox

Once your email list is properly segmented, it’s time to create an email campaign that nurtures these relationships.

Email marketing is one of the easiest and most efficient channels to engage in conversation with your audience. When creating your email marketing campaign, remember that it can act as a one-on-one conversation with those on your email list.  No one wants a spammy sales push delivered to their inbox. Therefore, your email copy should read as authentic and human.

As you begin strategizing your email campaign, you should start by thinking about what conversation you need to have with your audience. What do they want to hear from you? Are they in need of more information about your business? Is it time to pitch to them about a new product or service? Or, are you focusing on strengthening your relationship?

Start Building Relationships Through Email Marketing Now

Properly utilizing email marketing for customer acquisition is a very lucrative tactic for your business. Those on your email list are ready and excited to hear from you! 

By crafting authentic email campaigns and sending them to the correct audience, you can watch your relationships flourish while also reaching your business goals. Do you want help with email marketing? Reach out to our team today to learn how we can help you create a solid email marketing strategy for your business.