Module 8 – Email marketing
Connect through email
Email marketing is a great addition to your other digital marketing activities. Why? It builds customer loyalty and engagement without breaking the bank. And it works well on mobile.
No matter what your goals are, a good place to start is by building a list of people who’ve expressed an interest in your business. So how do you find these people, and get their email addresses? Start by asking them. If you have a website, you can include a Newsletter form and encourage visitors to subscribe online.
How email marketing can help
You don’t want to overwhelm customers with too much content in one email, or too many emails in succession. Start with a friendly “hello” and introduction.
Be sure to include useful information and relevant offers, like tips or coupon. While you’re educating your customers about your business, you can use marketing emails, to learn more about them as well. Ask your subscribers if they are interested in receiving updates about other products or services. Then find out how they prefer to hear from you: weekly, monthly?
Crafting great marketing emails
In order to get customers to read your newsletter, you first have to get them to open the email. It’s all about making a good first impression here. Think about what customers see then they glance at their inbox. Will your email make them want to open it?
People are more likely to open an email from someone they recognize and trust so have your business name in the FROM field and keep your subject line short and simple. Your paragraphs should be short—maybe one to three sentences, and keep them focused on a single idea. Links in your email should include calls to action. Encourage recipients to click through, to offers on your website.
Providing an easy way for users to opt out of your newsletter, is not only good customer service, but it’s also required by law in many countries. Each email marketing campaign will teach you more about what works, and what doesn’t. Over time you can create better emails for your customers, which in turn can build your business.
