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3 Great Ways for Your Business to Use Email Marketing
Posted on 11/05/2012
Email marketing is a powerful tool businesses can use to communicate with a large number of their customers without taxing their resources. You probably know that email marketing is a great tool, but it can be difficult to figure out what the best way is to use it.
You don’t want to just send email haphazardly into the void, unplanned and unstructured. Here are three great ways to harness the power of an email marketing campaign.
E-Newsletters and Weekly Digests
Email marketing is the perfect venue to use for making sure that people have access to the content that your business posts online. Even those who are familiar with your website might not visit it on a daily basis: a newsletter or digest allows you to reach them with features they might not have seen.
Newsletters are always opt-in services that you offer to readers, prompting subscriptions on your website. Once they’ve given you their email information, you can send out your digest weekly, if you have enough output to justify that frequency, or just monthly.
Make sure to remember the bottom line in your newsletter, by placing clear calls to action throughout the newsletter. Put the most important stories about your business first and foremost. But don’t make it all about your company. Include articles that could be helpful or interesting to your customers.
Special Offers and Greetings to Whole Email List
Having a large and varied email subscriber base is great for your marketing efforts, and allows you to shoot out special offers and information to your clients whenever you need to.
If you have a new product or website landing page to promote, send out a personable, anecdotal email that relates to that specific topic. At the end of the email, put a call to action that gets the customers to click through to a landing page or more information about the product.
These kinds of emails allow you to get your product and service in the minds of customers in an organic way. Then, if they choose to click through on your call to action, they will advance further down the sales funnel and closer to a sell.
Lead Nurturing Emails
Many times the people who view your content and visit your website are interested, but not ready for a direct sale. Even if you could get them to talk to your sales team, they haven’t been nurtured along far enough to spring for your services.
Email prompts can help the idea of your product grow on them. This is where great landing pages and eBooks come in handy. These offerings will allow you to get information from your leads and track their interest on your website.
Once you know what offers and categories potential customers are interested in, they can be followed up on with emails specific to that subject. Even better would be to create an automated workflow of email content. Workflows mean that certain actions on your website will trigger a succession of emails that help nurture your leads without you having to do a single thing. Win-win.
Use these three email marketing tactics and the leads will come to you.