Email marketing, whether you love it or hate it, it provides a huge opportunity for businesses to generate additional revenue. Most people think of email marketing as spam, but it's far from that if you know what you're doing.
That's why I am making this post, to shed some light on this topic and give you some strategic email marketing tactics that you can implement in your business starting today!
Email Marketing in 2016 & Beyond
Email marketing is a little different nowadays; it's not about spamming people and blasting your list with generic bullshit every single day. That might have worked in the past, but people have grown immune to that type of marketing.
People want value, they want personalization and they want content that actually means something to them.
Below are 3 different email marketing examples that you can add to your arsenal to achieve a more personal approach to your email marketing strategy.
1. Action Based Emails
This is a really cool strategy that allows you to be a LOT more specific and personal with your emails.
With modern email marketing software, you can target your subscribers and send them emails based off pages they visit on your website.
For example, let’s say you have an ecommerce business that sells clothes. You also have a blog that you post valuable content on regularly. Since winter is approaching you decide to share a blog post showing people some awesome winter clothing styles that will keep them warm over the cold months.
What you can do now is target all your current subscribers who visit that blog post on your website and send them a personalized email letting them know you noticed they were checking out the blog post and that you have some great product suggestions for them to checkout.
This might seem a little creepy (and no, you don’t have to let them know that you seen them checking out the blog post) but what this does is allow you to create personal emails based on specific actions that your subscribers take on your website.
Obviously, someone who was reading the blog post on winter fashion is going to have a little interest, if not a LOT of interest in an email that is suggesting winter clothes & related products.
The great thing about this style of email marketing is it can be done for any specific page on your website. You can use this for signup pages, product pages, blog posts..., etc.
The key here is to get creative!
2. Cart Abandonment
Over 67% of visitors that start the checkout process on your site NEVER finish.
It's not that they are not interested in purchasing your products, it's because they probably got distracted, started procrastinating, or wanted to do some more research before pulling the trigger.
Knowing this it only makes sense to create a follow-up email campaign for these visitors. Send them emails and remind them to finish their order.
Trust me, this form of email marketing works. I'm not going to get into all the details but if you are interested in learning more about cart abandonment then make sure to check out some of our previous posts.
- Case Study: Cart abandonment campaign pulls in an extra $38,000
- Five Effective Steps For an Abandoned Cart Email Strategy
3. Value Based Emails
As I mentioned above, marketing to your email list shouldn't just be about blasting them with a sales pitch every time you want to make some more money.
The only way people are going to value your brand & stay as loyal customers is if you treat them like one. Provide value, build trust and build an email list of subscribers that look forward to opening your emails.
The best way to accomplish this is by having a fine balance between sending promotional emails and sending value based emails with NO intent of making money. This will require a little more work because now you have to focus on creating quality content that your subscribers are going to want to consume, but they will appreciate it.
Why is this type of email marketing so important?
Think of it like this; you snowboard and you just subscribed to a company that sells snowboards. Now instead of them blasting you with promotion after promotion to buy their stuff, they send you awesome content teaching you new snowboard tricks, snowboarding tutorials, best slopes and mountains to ride..., etc. I'm sure you would appreciate that, you would probably look forward to the emails, and you would probably value and trust their brand much more than if they just sent promotional emails over and over again.
This type of email marketing creates trust and will most likely extend the lifetime value of a customer rather than just trying to suck the money out of them as fast as you can.
The key here is to be of value to your visitors and customers. This is what will keep them around.
Email marketing works, you just need to make sure you are using the right strategies. Don't just read this content, but take action on it. Start testing action based email sequences, set up a cart abandonment campaign and start producing valuable content that you can share with your email subscribers.
If you're not sure the best route for setting all of this up and would like some consulting, feel free to contact the Acro Media team and we will be more than happy to help out!