While digital marketing and inbound marketing may seem like it’s all about attracting new leads and customers to your business,
Yep, loving your current and past customers ensures repeat business and good word of mouth – and who doesn’t love a good bit o’ word of mouth?! And email marketing is a great way to do this! You can continue to build on those relationships, promote your content, and generate new business from existing customers.
Many businesses we speak to pooh-pooh the idea of email marketing or exclaim ‘I tried it and it didn’t work!’ But it’s not a ‘try it once’ type of game – as we’ve mentioned previously, digital marketing is a long game, with email marketing included. Here’s a stat from Hubspot’s website ‘email marketing generates $38 for every $1 spent, which is an outstanding 3800% return on investment, making it one of THE most effective options available’. O to the M to the G. That is a HUGE ROI, so if you’re not doing it, why not?
If you are NOT engaging with your current and past customers, and are only focusing on getting new clients, then you need to rethink your strategy. Here are 4 things you can do to market effectively via email.
Firstly, you need a customer relationship management system or database.
Why? Because you can then target the right email, to the right person, and the right time.
If you’ve sent out emails before with no goal, it’s okay if you give yourself a face palm – we’ve all been there…. Your goal can be anything you like such as open rate, click through rate and conversion rate (those who actually purchased from you after opening that email).
Don’t send one a month, then start sending once a week unless you let your customers know. That way they can choose to limit the emails they receive from you. What we’re trying to say, in not so many words is, don’t p**s off your customer!
With your goal in mind, review the email results! Any email marketing platform will have insights into how your email performed. Look and see which links were clicked on the most. Why? Perhaps the offer, or content was good, so more click throughs. What didn’t get clicks? Why? Ask yourself the hard questions, then work to ensure your next email has more of the good stuff, and less of the not-so-great stuff.
Now, go forth and ensure your customers are feeling the love! If you’d rather get someone else to do this kinda stuff for you, then book in an online meeting to discuss your requirements!