How to Use Email Marketing to Reach New Heights

How to Use Email Marketing to Reach New Heights

When was the last time you received a marketing email? An email from your favorite store with a coupon or promotion, or an email from an app you use promoting a deal or encouraging you to try a new feature? Was it today? Yesterday?

Looking at my own email, I’ve received 6 of these emails today alone.

It goes without saying: when it comes to content marketing, email is still king. (We’ll get into stats in a little bit!) It’s easy to think of email as outdated, especially when there are other methods out there, like using AdWords or social media marketing, that seem to do the same thing for less effort.

But the truth is: email still matters. 77% of people prefer to get promotional messages via email, as opposed to social media or other methods. That’s a significant number! If you’re not using email marketing to help build your brand, get more customers, and increase engagement with your customers, you’re missing out on some substantial opportunities.

What is Email Marketing?

When it comes to email marketing, everyone has a specific idea of what it means. But let’s take a few steps back and look at this definition from our friend, Wikipedia: “Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.”

Basically: every email you sent to a customer or potential customer is a marketing opportunity… if you use it correctly.

If you have a website that sells any kind of product (or attempts to convert in any way), you should be sending emails after a potential customer visits your website, puts items in a shopping cart, and more. As well, if you have an established list of customers, you should be emailing them promotions as often as you run them!

Do you have a newsletter? A newsletter isn’t hard sales, but it is a part of email marketing; it builds your brand, it keeps your existing customers and potential customers engaged, and it allows you to produce content that sparks interest in your business and brand.
Marketing isn’t just selling; it’s also about finding opportunities to connect with customers, using data to better understand what your customers or potential customers want, and finding ways to better serve your customers.

Email Marketing is the Silver Bullet of Marketing

Lunar Logic is a data-driven company that believes when it comes to marketing, it’s all about data. You can have data about everything: your demographics, your social media, your website, everything. So when it comes to talking about email marketing, of course, we default to what data tells us.

And data tells us a lot.

Firstly, 86% of business professionals and 73% of millennials prefer to use email for business communications. That means of your customers, whether you are a B2B or B2C, a significant portion of them prefer to receive communications about your company in their email as opposed to social media, traditional mailers, and more. As well, in general, 77% of people prefer to get promotional messages via email rather than on social media. If you’re looking to promote a product to consumers, plain-and-simple, email is the best method.

Email subscribers are 3-times more likely to share content on social media than leads who came through another channel, like your social media or organic search. This social sharing can bring more traffic to your website, more sign-ups to your email list, and therefore, continues the cycle of new customers and new opportunities for email marketing.

You might be wondering how email marketing affects revenue. We have a few stats about that too, of course. Most importantly, 320% more revenue is attributed to brands that send welcome emails when leads sign up on your website, chat with a representative, or otherwise engage with your brand. If you aren’t sending a welcome email when you get a lead, you’re missing a valuable opportunity!

As well, for every $1 spent on email marketing, $44 is made in revenue. That’s pretty significant in terms of return! Email marketing can feel like a steep investment, especially if you’re not sure exactly what you want to achieve or how to get there. Trust me: we can help you figure it out.

How to Rock Email Marketing

So when it’s come to email marketing, how can you better use it to grow your brand, make more money, and figure out how to best use your precious marketing resources? You’ve read the stats (tell me those stats I just ran through didn’t make you want to start an email marketing campaign immediately), you know how important it is, but where do you start?

As with everything, we have an order of operations when it comes to a new piece of marketing.

  1. Goal
  2. Plan
  3. Implement

That seems pretty basic, but it can get pretty complicated. If you’re just starting out in email marketing, we’ll walk through introducing one email marketing campaign. (Later, you’ll want to have more than one running at any one time. We know, it’s a lot!)

In our example, let’s pretend we are a company that sells dried fruit. Our most popular varieties are dried apples and dried apricots, but we have a dedicated customer base that is passionate about all our products. We want to introduce email marketing to increase sales to our current customers of products like dried mango slices and dried banana slices. Let’s walk through the steps.

  1. Goal: increase sales of dried mango slices and dried banana slices to existing customers.
  2. Plan: start an email campaign promoting mango & bananas, including recipes, information, and more.
  3. Implement: write a series of 4 emails that includes: a video showing a recipe that includes dried mangoes; an email links to blog posts about the health benefits of dried mangoes and bananas; an email with a promo code for a package of dried mango slices or banana slices; and a final email reminding them of the promo code.

That’s a pretty basic example, but you get the idea: you set a goal, you design a plan around that goal, and then you create an email campaign to meet that goal.

Here are a few more pieces you’ll need when it comes to email marketing.

  • Have a list. You probably have a list of your existing clients, but if not, start a method of collecting email addresses immediately, whether that means compiling from a pre-existing list or adding a new form to your website.

  • Designate an employee. Monitoring your email campaigns, making sure everything is sending correctly, and more can take up a lot of time, especially if you’re sending a lot of emails or a lot of campaigns. Designate an employee (or better yet, request help from us) to keep an eye on things, so you don’t have to.

Jump In

Email marketing can be a wild animal: scary, but really exciting too. It can be daunting to send an email to a list of 1,000+ people, but it doesn’t have to be. By implementing a simple plan to tackling your goals, you can easily meet them—email is exactly the right platform.

How else can email help your business grow? Here are a few more ideas:

  • Using email allows you to see what appeals to your customers. Going back to our example, say you email your customers about both dried mango slices and dried banana slices. The email about dried mango slices does amazingly well (high open and click rates, and a large number of orders from the email), but the email about dried bananas? Falls flat. What do we learn? Customers might not be interested in that product, so you can better tailor content and promotions towards what they do like.

  • Giving you data to better understand those interested in your products. Just like you can better understand your customers through their email habits, you can better understand those who are interested. If your welcome email mentions two of your products (like dried apple slices and dried mango slices), and the vast majority of those who opened the email click to learn more, or order, dried apple slices, you know that’s something you can use in the future to promote your product.

  • Allowing you to increase brand loyalty. When you send a newsletter, or a campaign that just educates your customers (but doesn’t ask them to buy), you increase their trust in you… because you aren’t just asking them to buy more, you’re inviting them to participate in a community that appreciates your products.

Those are just a few more examples, but truly, email marketing is a great way to make new sales, engage with your existing customers, and build your brand. We know it can seem overwhelming, and that’s why we’re always available to answer questions, help you make decisions for your business, and more. Just click here.
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