Using Email marketing may sound like very outdated or a time waster with your official work load. But actually it is an excellent tool to impart great awareness of your product or service to your customers or even the people who never returned back to you after the initial inquiry.
For small businesses and individual entrepreneurs, advertising on billboards and newspapers is like throwing away the money onto a large pool with big advertisers where you cannot get a single lead back from advertising. When they display their unknown brand name somewhere in a newspapers near big advertisements of mega brands, they get a very low advantage in competitive positioning. These types of advertising don’t even bring a ROI even as added impressions.
Email is like a building block for your business network. It can help to build awareness of your product or service to gain brand equity and also enhance the relationship with customers and highlight your customer-first-attitude. In today’s technology driven business environments, internet marketing with email and the whole package of Social Media is mostly available for a fraction of the cost you spend on your huge marketing campaigns trying to get advertising spaces which usually are shadowed by big names and billboards. Personally I don’t even notice those small names and their advertisements on newspapers or street billboards because our vision is generally attracted to the big and the prominent.
The start of email advertising is to have an email data base. If you don’t have one, start adding the email addresses to the database of your customer details. In today’s highly competitive market place Customer Relationship Management (CRM) is the key to future opportunities or to achieve business success.
With email marketing you want your target audience to read your email. Therefore it has to be attractive and specific and capture their eye with a sharp focused topic. I know now you will say “we don’t even open those emails from advertisers and companies”. Yes, probably true if they haven’t been kept in touch with you for a long time since you last inquired or took one of their services. That’s where CRM comes!
If you have a corporate blog and have been posting quality content on how you can make life better by your product or service and if they have been following you on Twitter, Facebook or any other social medial platform, that means they are interested in what you have to offer. For example my first expertise is mainly from the hospitality industry, and I have personally experienced how much the travelers would like to know the new packages and offers. They respond very well to your emails with details about the tours and destination marketing material. From there onwards it’s your skill to convert the leads into sales. Note that, any skill can be acquired by deep commitment and hours of involvement!
But how can I get my customers to read my emails and respond to me with inquiries?
Steps for a Successful Email Marketing Campaign:
- Write emails with eye catching subject lines/topics and make your email personalized and intimate. Ex: Hi Robe, here is your 25% off travel package details. They know you if they have taken your service before. So good CRM will make them open up your email without hesitation. Also if you have more details about their interests, you may suggest few other places as well. **If you have been providing a good service last time or had created your reputation, your email can develop a relationship with your reader who feels more comfortable.
- Emails make curiosity to inquire. If your email is seen when they open up their inboxes in the morning or during the day and a couple of days back they had discussion with you about where to go on their new vacation, that’s where you get the call or an email inquiry tour to your site. Keep in mind that this is a numbers game, all emails you send are not going to result in a sale, but it builds up the relationship. When the customer has a requirement and when they best search for the solution, you score from your email.
- By experience of working at multinational positions, academic research and successful online bogs I have noticed how the human mind build up that intimate relationship to respond to that email from the company or blog your read every week or month. Building the rapport can be done freely and intelligently by running a successful corporate blog on your particular industry. Trust me; I won’t buy anything if they are not expert in their particular field. You build your expertise by creating content and making the public aware of your product or services.
- It’s the smart world (Phone) time for everyone. Do you know all of your premium customers are using a mobile phone where they access emails on their way. So you send that mobile friendly email with personalized name, you get highlighted. So it gives you the opportunity of getting them to visit your site for more or call you back immediate to inquire.
- Again, keep your email short and sweet (Surely not long like this post. I write this long for its SEO benefits. Let me know if you want to know more on this!)
- Anyone would say that there are lots of emails in their inbox from all those businesses. That’s why you need to stand out. Try to reach out to your target at every way possible. It’s Social World of Abundance.
- Content is the key, so make sure you write your best content on all the Social media and marketing materials.
After you send the email, what’s next if you don’t hear back. Take the phone and call them, now you have reason to check if they received the email. Drop personalized text on Facebook or Twitter messaging with link of your new Blog post. The customer who wants will come to you.
Now you might tell me that you don’t have email address list. Then first start building it. Create your Facebook Business page, start acquiring people. Reach out, do research on Google Keywords to identify what keywords do people use relating to your product or service and produce informative content and solution on Social media platforms.
After all these steps, if nothing works, you’re probably in the wrong business or doing it wrong. Maybe the people you hire are ineffective, although they sound to do their service for you.
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More on Social Media Marketing coming up soon!