Email marketing is one of the oldest marketing tools in existence, dating back to the 1970s. Despite the emergence of many other marketing tools, you may be surprised to learn about the effectiveness of email as a marketing tool and a technology that is nearly 50 years old. Many companies continue to use email to communicate with their current customers, attract potential customers, and engage customers with news, promotional offers, information, and the company’s latest publications and deals.
There are many ways to use email to grow your business, one of which is that it allows you to reach users who have visited your website without making a conversion, which means you can target these potential customers again for a second chance to convert and collaborate with them. To do this properly, you need to use the right types of email messages, use them strategically and at the right time, and work to develop them fully.
There are also many ways to reach potential customers via email marketing. In this article, we will show you how email campaigns can help you convert more potential customers into real customers.
1. Email marketing and effective communication
Direct email marketing may no longer be a new marketing tool that everyone is interested in, but today it has become one of the different marketing tools that can be relied upon for effective communication with potential customers every day, and this is extremely important.
For example, your social media posts may reach very few people, while it is certain that your email will reach your target audience. Additionally, email has an incredible reach and is used by a very large audience.
2. Email helps you reach out to customers you may have already lost
One of the best things that email can do for your business is to help you target potential and previously qualified customers.
For example, a customer comes to your website, browses, does not make a purchase, and eventually leaves the website. However, when sending emails, there is a great and effective opportunity to target them again because this potential customer is already interested in your services, and any marketing efforts to convert them into real customers can bear fruit.
This process is very important because when a potential customer leaves your website, they may be lost forever, but email can be used to communicate with them again, reach them, regain their attention, and directly convert them into real customers.
3. Creating Customised Email Messages
In addition to retargeting potential customers, email marketing can be more effective by customizing messages. This increases the likelihood of the customer opening your email, and it will likely be opened by 75%, with higher click-through rates. It also helps reduce unsubscribe requests.
You can create customized email messages by writing the user’s name, specifying the subject name, adding a different and distinctive greeting, using the real employee name as the sender, and sending emails at the right time of day by looking at different analytics and conducting some tests.
4. Segmenting Potential Customers into Groups
Another effective way to market through email is to segment potential customers into diverse groups based on several pieces of information about them, such as demographic composition, customer personality, type, habits, pain points, age group, and buyer journey stages. All of these elements will help you send more specialized messages and provide content that suits these segments.
Some methods have proven to be effective in sending customized messages based on segmentation:
Changing the language based on the demographic composition
Offering customized promotional offers based on purchase habits
Writing different and appropriate content for the targeted segment
Offering special sales based on geography
Offering products and services based on the needs and requirements of these segments
5. Using Different Types of Email Messages
To attract the attention of more potential customers and retain current customers, there are many different types of email messages that you can use. You can use the appropriate type according to the occasion and situation, and you should send an email based on information, experiences, and analytics so as not to risk losing the customer.
In the first email message, focus on providing your potential customers with information related to your business that highlights your expertise in your market and can highlight the problems they may face or a common pain point for them.
In the second email message, you can provide the solutions they need and focus on the added value you can provide them.
In the third email message, you can include your sales information and special offers, along with customer reviews and opinions.
Although this may seem like a long and complex process, sending the right types of emails and following a solid strategy will help build relationships with your potential customers. It will give you a great opportunity to communicate with them and convert them into real customers. It will give them the impression that you are not trying to sell to them but rather trying to help them solve their problems and improve their lives, which works to build brand awareness and increase customer acquisition as well. Continuously, the potential customer will be ready to cooperate with you.
6. Using Email to Send Promotional Content for Your Services and Products
One way to promote your services and products is to use email marketing to create promotional content for your key products and offer them to all subscribers. You can start actively focusing on sales by sending a planned series of email messages that include the most important exclusive offers, internal information, promotional data, and products customized for potential customers that will attract them to click and convert.
There are two very important things that you should use in all your email messages: call-to-action phrases and the landing page. Including clear call-to-action phrases in the email encourages customers to click on them and take action. It should be linked to a specific and customized landing page that relates to the email content to help buyers click, convert, and make decisions.
Also, read Why is a Search Engine Optimisation (SEO) Audit Important for Ranking Your Website?
