When you think of marketing, what comes to mind? Signage? Direct mail? Social media? While these are all relevant ways to market your business, whatever it may be, today we’d like to discuss one of the most tried and true platforms, especially in this day and age: email.

With 3.9 million email users in 2019, it’s hard to deny the power this tool can have for your business or client base. Email marketing is currently one of the top ways to connect directly with your customers, segments of prospects and other specific demographics. Email marketing platforms are constantly evolving, so know that wherever you choose to build and send your emails, there are ways to leverage your campaign for higher engagement, click-throughs, call-to-action response, and more. Let’s discuss!

Email Marketing is Relationship Building

Email marketing should be utilized as a way to build rapport and foster connections. You want your customers to look forward to hearing from you, stay connected to you, and feel like they matter to you. Emails help you build a personal relationship with your customers, and you should use them as such. From sharing sales to promoting new content or products, emails are a solid touchpoint to keep the relationship between you and your customers fresh and exciting. For prospects, it’s a way to build the relationship, sharing information that is helpful to them – based on their inquiry, of course.

Create an Email Marketing Strategy

This can honestly only be done by trial and error. Luckily in marketing, we call that A/B testing. Sit down with your team and decide what’s most relevant to share via email. 

Is your business content heavy? Perhaps you should send out a weekly newsletter, promoting your company’s blogs or other content. Do you sell products? Consider a monthly email that highlights a specific item your business offers. 

See what works. Change what doesn’t. Study how customers or clients respond to your emails. Are they unsubscribing from your list? Are your emails lacking a good open rate?  Keep track of these numbers, focus on improving specific metrics, and use this data to mold your email strategy into one that works for your audiences.

Focus on the Details

With the advancements of email platforms like Mailchimp and Constant Contact, creating intrigue and personalization with email is easier than ever. Write a subject line that invites an open, use emojis, and drive them to see what’s inside. 

Add a first name tag to your emails—customers who get that personalized touch are more likely to feel a connection to your business. And always make sure your email includes a relevant call-to-action. We suggest putting these out in the open by using a large, colorful button that your readers can’t miss. Make it clear, make it concise, make it simple.

Of course, there are layers to every email marketing strategy. So many, in fact, we could write a book! Luckily, we love sharing our knowledge on the power of email marketing. Should you have any questions about how to develop an email strategy that works for your business, please don’t hesitate to contact us today! Perhaps even by… email.