Email marketing is the process of using email to get marketing messages in front of the right audience at the perfect time. This is an essential tool for most companies looking to grow their business in the competitive online environment, because it offers a personalized way for brands to connect with their chosen audience.
Email marketing is quick, simple, and inexpensive to start using — which means that it’s a popular part of many marketing strategies. When done correctly, email marketing can be a cheap way to generate a great deal of attention and profit for a business. The question is, how can sending the right email help you to grow your company?
Turn Visitors into Customers
While a website is crucial to almost any business in today’s marketing world, it’s only one piece of the online marketing puzzle. Although a website can help to attract people to a business, and transform those people into paying customers, these sites often need a little extra help to get them off the ground. While a site might receive hundreds of visits a day, it can be very difficult to convert those visitors into actual customers.
Email marketing is a way of nurturing visitors into paying customers. Because a client needs to get to know a brand and trust it before they’re willing to hand over their money, it’s important for businesses to have a way to stay in touch with prospects. When someone signs up for an email newsletter, they can continue to learn about a business, and that brand can continue to share content that makes each visitor more likely to convert.
Grow a Bigger Online Audience
A great email marketing campaign doesn’t just increase a company’s chance of selling to their existing audience, it can also make it easier for them to reach out to new customers too. The content in an email marketing strategy can entertain and engage an audience, and it can also link back to other marketing strategies like social media campaigns too.
For instance, if a brand launches an email campaign with a free discount code for anyone who refers a friend to the service, they can start to build a bigger list of potential customers from their existing clients. This means that sales opportunities continue to grow over time, and brand awareness develops too. To encourage subscribers to share mail, companies will need a call-to-action that convinces them to forward the mail to someone in their network.
Increase Website Authority
Finally, an email campaign can also improve the authority of a brand by increasing traffic to a website. When an email includes information about a recent video or blog post published on a website, it can convince visitors to go back to the site time and time again. If customers enjoy the content they view on a website, they’ll share it with their friends and family on social media, leading to new opportunities to sales.
Even after a customer makes a sale, an email can continue to grow the potential of a brand by creating repeat customers, loyal brand advocates, and testimonials from happy customers that convince other prospects to buy.