Email newsletters are a great way to promote content and reach an engaged audience, but at this month’s Arizona Innovation Marketing Association (AZIMA) event, digital marketing consultant Chris Sietsema argued that as marketers, we can do better. That’s because 47 percent of email marketers aren’t using any kind of automation, while 53 percent are sending the same message to their entire audience. That’s bad.
Luckily, there are lots of great ways to reach recipients with personal and relevant emails to drive sales and increase conversions. Sietsema outlined eight newsletter alternatives that your small business can use to provide relevant emails to an interested and engaged audience to not only drive sales but educate you on the recipients – what they like, expect or need from your emails, so you anticipate their needs and provide valuable assistance in your communications.
Introduction & Welcome
Welcome new customers with emails crafted to say hello and announce the start of a beautiful friendship. Sounds easy enough, but the main challenge here is actually reaching the inbox, as only 77 percent of emails actually hit the inbox.
When good things are happening for your brand, be sure to let your recipients know. When the Phoenix Suns were awarded the first pick in the 2018 NBA Draft, the email team sent an email shortly after the announcement offering recipients the chance to “Be a Part of History” and buy season tickets.
However, these emails don’t always need to be on such a grand scale. You can use them to let a customer know that the out-of-stock item they wanted to buy is now available for purchase, such as certain car parts needed for certain repairs.
Segmentation & Progressive Profiling
Use progressive profiling to help you to better understand who your recipients are and what they’re interested in, so you can better serve their needs in the future. Ask your audience questions to better understand their needs.
For example, if you’re an automotive dealership, you can ask if recipients are interested in cars versus trucks. You can further segment down their interests by make and model, year, parts and products and recency. The more you drill down and further segment your recipient lists through these types of emails, you’ll be able to increase both your open and click rates are emails become more personalized.
Confirmation emails provide requested details. For example, this could be included in a series of emails, such as an invite to a special event, followed by a reservation confirmation. These can also be used for content delivery, providing links to what was requested, such as a whitepaper or webinar recording.
Review Generation & Brand Building
Are your customers happy? All you have to do is ask them. Use your emails to ask for ratings and reviews, or find out how likely your customer base is to recommend your small business to a friend in an effort to maintain or improve your brand’s online reputation. This is key, as 97 percent of consumers read online reviews before buying, and 85 percent of consumers trust online reviews as much as personal recommendations.
Learn more about Reputation Development, Review Solicitation and Brand Building here.
Eventually, you’ll run into people on your distribution list who haven’t opened, clicked, or otherwise engaged with your messages. Try to re-engage them by asking if they still want to receive your messages. If they don’t respond and you haven’t heard from them anywhere from four to six months, don’t be afraid to unsubscribe them. It’s a better option than being marked as spam.
“If you like this, then you’ll LOVE this.” That’s the basic theme for cross-sell emails targeted at both recent and loyal customers.
There’s some work required, as you’ll need to segment your audience in order to provide them with offers that they really will love. This is where the data you gather from progressive profiling emails you sent earlier will come in handy.
TEGNA’s email marketing solutions deliver a wide variety of email campaigns to targeted audiences for real, measurable results. Our dedicated team of email experts develop mobile-friendly creative, utilize effective audience targeting methods, and strategic deployment tactics that guarantee your message reaches the inbox of your target audience, not their SPAM folder. Learn more about TEGNA email solutions.
To learn more about email marketing, check out:
- Increase traffic & conversions with Email Amplification
- Targeted Email Marketing for SMBs Works, And There’s a Good Reason for It
- Slides from Sietsema’s presentation can be found at Metricsagency.com/AZIMA.
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