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.
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