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Email marketing is one of the tested ways business owners and marketers reach their target audience. Almost everyone using the internet has an email, so email marketing still has a lot of potential now and for the next couple of years.
However, getting the results you desire from email marketing will largely depend on how you implement it.
“I want to do business with a company that treats emailing me as a privilege, not a transaction.”
Andrea Mignolo
Why email marketing?
- It makes it much easier to personalize your message for the different customers
- Email marketing generates consistent income inflow if well-implemented
- It is relatively cheap compared to other digital marketing strategies
- It generates more conversions compared to most strategies. However, the way you package your marketing message in these emails will have a significant impact on the conversion rate.
Email marketing strategies that will enhance loyalty
Use pop-ups to collect emails
The very first step you need to take is creating an email list, which requires getting emails from your target customers. Using pop-ups is one of the popular ways businesses collect emails from their website visitors. This pop-up can take up the whole screen or a certain section of the screen.
You can also trigger the pop-up to appear a few seconds or minutes after a user has visited a certain web page. However, you should give the customers that are not willing to share their emails the option of closing the pop-ups screen; sharing their emails should not be a must.
Email copywriting tips
The way you draft your emails is also very crucial to whether your target customers act or not. Here are some email copywriting tips that you can use to increase your chances of success.
- Add one call-to-action in each email to keep your readers’ focus.
- Your email copy should revolve around a big idea that is exciting, relevant, and timeless.
- The email copy should be written like a spoken marketing message. You may even read it aloud to ensure it sounds like you are speaking directly to the customer.
- Make sure the email sounds personal and not one sent to a huge crown. You may have to use an email marketing tool to personalize each email you send.
Email sequence for online stores
After acquiring your target customer’s emails, the first 4 emails you send will have an impact on how easy it will be to turn these email subscribers into paying customers. The first email should be sent immediately after the user has subscribed. It should simply have a welcome message and nothing to do with the products you
You should send the second email after one or two days if the customer has not taken any action towards purchasing your products. The message in this email should include the story behind your company and why anyone should choose your brand over the rest of the competition.
If no action is taken after the first two emails, send the third one. The message in this one should include social proof regarding what other people say about your brand. It could be a mention in a popular article, customer reviews, etc.
If no action is taken even after the third email, your fourth email should be aimed at enticing the customer to follow your business on social media.
Offer something that encourages your customers to subscribe
You will notice that most users are only willing to share with you their emails if they are getting something in return. The common offering that businesses use is a weekly or monthly newsletter. This usually yields to about 1 to 2% of the viewers subscribing. The other offer that you could give is a discount on some of the products you are selling.
Discount offers usually lead to about 5 to 8% of the visitors subscribing. Offering a prize for people to win usually leads to about 8 to 12% of the page visitors sharing their emails. So, if you want to get more subscribers offering discounts and prizes are the most effective strategies.