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Four Effective Email Marketing Business Strategies

We’ve seen fads come and go in the digital era. Poor Vine is just one example of a digital marketing fad that flopped. Although the landscape of our digital lives continues to change, one thing is a constant: email. Users are thinly spread across blogs, social media platforms, news outlets, and YouTube. The best place to catch their attention is in their digital home address, their email.

Email marketing matters. And it’s not just for companies that sell online! All businesses and niches, whether they’re in manufacturing or poodle grooming, can benefit from email marketing done right.

In fact, did you know that every $1 spent on email marketing results in a $38 return?

Email marketing is a great way to make connections, advertise a new product, or deepen relationships with customers. If you aren’t doing email marketing, get it in gear, because this is a marketing strategy that can transform your business.

Here are four email marketing strategies that any business owner can use to grow their business.

1) Forgotten Cart Emails

The basics of a forgotten cart email are simple: a customer adds items to her cart on your site and, due to a variety of mysterious factors, doesn’t proceed to checkout.

Businesses lose millions in sales due to forgotten carts. The psychology behind forgotten carts warrants a blog itself, but the main reasons people abandon shopping carts is forgetting or being distracted.

The forgotten cart email reminds potential customers about the opportunity to buy from you. Most forgotten cart emails send automatically to the customer within 24 – 48 hours of their visit to your site. The email reminds them of all the wonderful ways the product adds value to their life.

The email should also make it incredibly easy to click back to their cart. Some businesses take it a step further and use forgotten cart emails to upsell. If you’ve ever shopped at ThredUp, for example, their forgotten cart emails remind you of what’s in your cart, as well as a “Customers Also Bought” section to encourage more shopping.

And guess what? Forgotten cart emails are great for businesses of any size because they’re automated. Popular email service providers like MailChimp guide you through the process of setting up these emails once, and then bam! You’re set.

But what if your business doesn’t deal in eCommerce? What if your site doesn’t have a shopping cart?

Don’t worry! You can still use a form of forgotten cart emails. The premise is to remind a flaky customer that you can make fireworks together.

Let’s say you have a service-based business, like doing dog manicures. After a phone call with a prospective client, send a reminder email detailing what you discussed on the call, as well as the unique value your business brings to the table. Remember to add an easy call to action here, like a single-click booking link for them to schedule an appointment.

No matter what type of business you have, forgotten cart emails remind customers why they love you.

2) RSS Updates

You’re doing content marketing, right?

Content marketing isn’t a nice-to-have or a fluffy, feel-good marketing strategy. It’s the way of the future. Content marketing is the best way for businesses, and especially small businesses, to stand out from the competition.

Storytelling should be an essential part of who you are as a business. It lets you connect with both current and potential customers by adding value to their lives. Many business owners focus on the “business” side of business. That’s all well and good, but customers expect more from you than a monthly newsletter talking about how great your products are.

When we take up space in a customer’s valuable inbox, it’s not always directly about making a sale. That’s why it’s wise to combine the forces of content marketing and email to deepen customer relationships.

One way to seamlessly and automatically alert customers about new content is through RSS emails. RSS, or Really Simple Syndication, automatically delivers an email to people who subscribe to your list.

Businesses commonly do this by writing a blog on their website, which customers can subscribe to. Every time you write a new post, customers will get an email reminding them to check it out.

RSS emails are a fantastic way to not only increase site visits but to also build your brand. This means customers will come to you when they’re ready to buy.

Before setting up RSS emails, make sure you have a steady posting schedule. There’s nothing more annoying than wanting to learn about your favorite business and hearing crickets. 

3) Subject Line Split Tests

Most companies send emails with just one subject line.

But did you know that nearly half of all email recipients choose to open email based solely on the subject line?

The subject line is your first chance to make a good impression, so take it seriously.

Subject line split tests let you experiment and find language that appeals to your customers the best. For example, Lisa’s dog nail salon sends an email promoting holiday specials. She does a split test, sending one small batch of emails with the subject “Get your dog’s nails done” and another with “40% off coupon for dog nails this month.”

There’s no one right answer for these subject lines; the right one depends on Lisa’s audience. What’s important is that she can check her analytics to see which subject line performed better. From this test, Lisa knows which subject line is best, and then sends the email with the winning subject line to the rest of her subscribers.

Small changes make all the difference. Any time you can better understand and relate to your audience, you’ll see improved success in your bottom line. Subject split tests are a painless and affordable way to make sure customers open your emails.

4) Real Personalization

In the Age of Data, marketing is getting more personal. Slapping a {FIRST_NAME} tag on an email doesn’t count as personalization anymore.

If you use email and you have something like Google Analytics, you already have the data you need to personalize.

You can personalize an email based on what customers have recently read, what they bought recently, if they clicked on your ad, and so much more. The key to real personalization is building a personal connection with customers.

The way you personalize depends heavily on your business. For example, Coca-Cola emailed its subscribers images of their name on a Coke bottle. It was a small thing, but they did something cool for customers through personalization.

You don’t have to get so granular with personalization. It can be as simple as offering options in an email to tailor specific interests.

Some fashion brands will email their list and ask “Are you shopping for a wedding or a job interview?” The customer clicks on a customized landing page for his needs – no guesswork required.

You can also trigger personalized emails on a time-based system. A coffee shop, for example, could send an email saying, “Wow, you’re up late! Need some coffee? Here’s a coupon, you night owl.”

Personalization gives value to the customer while building your brand. Poke around in your email service provider to see what personalization options they offer.

The Bottom Line

Email has been around for decades, but it’s becoming more important as people spend more of their lives online.

Use these four email strategies to appeal more to customers so they don’t click the dreaded “UNSUBSCRIBE” button. Make your emails a joy to receive and feel the joy of increased customer loyalty and brand recognition.

The post Four Effective Email Marketing Business Strategies appeared first on Derreck Smallwood.


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