Email marketing is one of the most effective and cost-efficient ways to grow your business.
According to Justin Rondeau from Digital Marketer, “Email marketing is the lifeblood of any business. If you don’t have a solid email marketing strategy, then you hate money. Email isn’t going anywhere and is still one of the best ways to move a lead to a prospect, a prospect to a buyer and a buyer to a consistent customer.”
And we couldn’t agree with him more.
Here are 17 ways to grow your business with email marketing. You don’t need to put all of them into play at once to have success. Implement only a few of these suggestions to start, and you will surely see a positive impact on the growth of your business.
These strategies are not listed by order of importance. Some strategies will apply to certain companies, while others may not be as relevant to your business model. It’s up to you to decide what is relevant to you.
1. Promote your new products or services
There is nothing better than sending an email campaign to promote a new service or product. Don’t forget to list the benefits of your product or service in your email. If your readers know “what’s in it for them”, your email is more likely to have an impact.
To entice your contacts to take action, you can offer an exclusive discount coupon with an expiry date. Be careful not to put too many calls to action in one email. Ideally, you only want to present one new product or service, with only one offer. For example: A new body lotion with a 5$ coupon and a “Shop Now” call to action, placed at the bottom of the offer.
2. Build customer loyalty
If you want to build a long-term relationship with your customers, email is the way to go. Here are some examples of personalized emails you can send to your contacts:
- Greeting Cards: Highlight your clients’ birthday with a discount coupon.
- We miss you: Send an automated email to subscribers who have not made a purchase in a while. Why not add a discount coupon to sweeten the deal?
- Monthly newsletter: Send relevant content to your customers on a regular basis, so they can discover what’s happening in your business (news, events, etc.).
3. Educate your customers
The same questions will often come up, which is why most businesses have a “frequently asked questions” section on their website. You can go the extra mile and address these issues in the form of a blog post or webinar etc. If those basic questions aren’t answered preemptively, customers might call your company’s customer service team, which will incur extra costs by tying up valuable manpower.
Ask your customer service representatives about the most frequently asked questions, and produce content summarizing both the question and the answer. If you have the option of publishing content on your site easily, do so, and then send an email to all of the customers to which it applies with a link to the info. If it’s complicated to publish on your site, write the content directly in an email instead.
4. Automate your follow-ups
As an SME owner or sales and marketing manager, you are forced to constantly juggle an array of tasks and naturally, at some point run out of time. You then start neglecting some crucial tasks like communicating with your contacts or prospects regularly.
There is a simpler way of doing this: marketing automation.
If you always communicate the same information manually to each prospect for example, you can automate the process in minutes. Let Cyberimpact take care of sending the emails for you. All you have to do is analyze the statistics. Whether you want to send welcome emails or send tips & tricks after a purchase, everything can be easily automated. Discover how to do it here or on this link.
If you want to go even further, you can produce specific content as an online course, and put a registration form on your website. You can then send an email every day about one of the lessons from your course.
5. Ask for testimonials
Employers ask for references when they hire a new employee. Why? Because people like to hear what others have to say about them the concept applies for businesses. So why not ask for a reference from a customer who just bought a product or service from your business? These testimonials will help solidify your reputation. You can use it on your site or on social networks. Offering the client who has provided you with a testimonial a little something special to say thank you will go a long way.
6. Send a case study
Much more detailed than customer testimonials, case studies can prove to be a very effective way of talking about a problem that your product or service has successfully overcome. Readers love statistics, they make putting things into perspective easier thereby making your document come to life.
7. Generate web traffic
Sending a monthly newsletter is one of the most effective ways to generate traffic on your website. If you have an online store, it’s a definite must. It is also a very effective way to educate your clients by directing them to a blog post. The important thing is to make sure to measure the impact of a newsletter on your sales. Based on those statistics, you’ll need to constantly adjust the content and make sure it is relevant for your readers.
8. Create a cross-promotion with another company
If you have developed partnerships over the years, it may be very interesting to cross-promote through them in order to both be seen by your respective contacts. For example, you own a restaurant and your partner owns an event venue. Why not offer a dinner & show package for your clientele?
9. Organize a contest
Once you have set up several strategies that allow you to effectively communicate with your prospects to convert them into a customer, it is time to generate more leads. Contests are the weapon of choice to get there, especially if your customer base is B2C.
10. Save on stamps and paper
Making your business grow does not just happen by increasing your sales. Cutting costs also impacts your profit at the end of the year. Sending emails instead of mailing letters will save you money on stamps and shipping & handling.
11. Wake up “dormant” customers
Most small business owners tend to focus on acquiring new customers, and end up neglecting past customers. Yet it’s proven that it’s easier to sell to someone who has already purchased than to a new customer. With email marketing, it’s easy to re-engage past customers. One of the most effective ways to do this is by offering them a discount coupon. If you have their date of birth, you can easily automate a virtual greeting card containing a coupon to celebrate their birthday.
12. Suggest related products (up-sell, cross-sell)
It’s easier to sell to existing customers, an effective strategy is to offer them related products. For example, one of your customers comes to buy a new lawn mower. A few days later, send the customer a coupon to buy a hedge trimmer or other lawn care accessories. The best part of all of this is that you can automate the entire process.
13. Improve your brand’s image
The more your customers regularly see your logo and branding, the more likely they are to think of you for future purchases. This is why it’s important to prioritize regular email communication with your contacts. In a perfect world, you must stay consistent and communicate at regular intervals, so that your readers start expecting your email (a monthly newsletter, for example).
14. Increase your credibility
If you regularly send quality content, relevant to a specific topic, you will quickly increase your credibility with your readers, which will help them make a decision in your favour when they decide to take action.
15. Generate new opportunities
Publishing a quality newsletter can help you generate new opportunities such as partnerships, media interviews, etc. All it takes is the right person to read your content at the right time. It’s possible that such opportunity comes from your article being shared and not from an actual contact. It’s all about creating useful and informative content that people will want to share.
16. Convert your visitors into clients
You have invested time and money into a website and it’s generating more and more visits, but many of your visitors leave your site without making a purchase or requesting information. A very effective way to overcome this problem is by adding a registration form to add prospects to your email list, and inviting people to sign up to receive interesting content (exclusive promotions and educational content). When these visitors register their email address, add them to your list, and send them what was promised.
17. Welcome your new customers & prospects
We all like to be welcomed with open arms. However, people think that it’s not possible to do so electronically. But it is – and sending an email is the way to do it. It’s possible to automate a welcome email to greet new subscribers with a personalized message. You can send content about your company, your products, or offer a coupon valid for their next purchase. In just a few clicks you can set up one or more series of welcome emails. There is only one chance to make a good first impression, and automated emails will help you do this with minimal effort.
Follow The Golden Rule
These 17 email marketing strategies will allow you to grow your business. Once you are setup Cyberimpact takes care of the rest.
Here is the golden rule: send relevant content to your contacts. For every email sent, place yourself in their shoes and ask yourself if the content of your email is relevant and interesting to them.
If you are not already a customer of Cyberimpact, we invite you to create your free account. For our current customers, thank you for trusting us and happy marketing!
That’s certainly a lot of ways to engage the customers and promote your business with just one tool. I’m considering GetResponse. They have landing page builders and marketing automation too. Do you know anything about this tool? It seems pretty nice.
Hi Caroline, thank you for your comment! We’re glad you like the article. I know of GetResponse and I’m sure it’s a fine tool. Did you know that we have our own email marketing platform? Cyberimpact is a tool specifically developed for the needs of Canadian businesses and organizations. I invite you to read this article that highlights the reasons we think it’s important to choose a Canadian solution. Have a great day!
Leave a comment