Land into your customer’s inbox, grow business!

Everyone knows email marketing is important, but there are a few who can leverage this tool effectively to scale their business amidst the stiff market competition.

Email marketing, as the name suggests, is a marketing process that involves businesses sharing informational and advertisement emails to their target audiences. This process is crucial for building relationships with customers (current and past), prospects, and leads. Email marketing gives brands a chance to communicate with their patrons directly by landing in their inboxes! Your patrons just have to open the mail and read the message inside, at a time they feel suitable.

Surveys suggest that eCommerce businesses use emails to inform or alert their customers about things—information about a new service, update about changed-service prices, or simply wish their customers on their birthdays. It makes patrons believe that a brand cares about their customers. This is a big reason why marketers and advertisers push email marketing as a major part while devising effective marketing strategies.

Customer identification

As a marketer, one is expected to identify his overall audience—primary, secondary, and tertiary audiences. This means, owning a clothing line for women doesn’t necessarily mean your targeted audience is just women with an age group of 20 to 40 years. One has to dig deeper. For instance, age 20 to 26 years include students, whereas age 26 to 40 include working women. Additionally, one might categorize on the basis of cloth habits. Content for email marketing becomes easier while the audience is identified rightly and categorized according to various customer habits and approaches.

Develop a communication strategy

Upon clarity about their audience, one can actively move towards the section where one decides how to start communication. There are two major things to consider while creating the strategy:

1. Communication

2. Frequency

The message communicated depends highly on the objective. For instance, a business will share a long and informative email when it has to update the audience about a newly launched service or product line. The length and content will vary if it has to update the blog, inform about upcoming events and more. After the content objective is established it is crucial to decide the frequency in which the mails have to be sent.

Determine your message

Before drafting out copies to send to your audiences to determine two things:

1. What does your audience expect?

2. What are your business goals?

Mails should be tailor-made according to your audience's needs. For instance, new customers should be welcomed with mails that feature your brand’s products and services. For a serial shopper, a recommendation of likable products is nothing less than bliss. Coming to the later part, there should be a clear goal before cascading your mails on your customers. It can be a range of objectives, such as, do you target to sell more products? Do you want to remind your dormant subscribers about your services? Whatever the reason may be, define your goals before starting to draft an email.