Did you know that email marketing plays a major role in boosting your sales and customer retention? When used effectively, your email strategy will move leads closer to the buying decision and also help you to maintain a relationship with your current clients.
The Power of Email Marketing
You see, it pays to nurture your email subscribers. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%) compared to social, direct mail, and other advertising mediums. Being strategic about your email marketing positions you to grow your revenue, cement credibility in your unique space, and build brand loyalty.
Here are five ways to bolster your email marketing by nurturing your list.
1. Welcome Series
A welcome email is a friendly way to introduce a new lead to your brand. Crafting a welcome series takes your subscriber on an unforgettable journey where each post builds on the previous one. You’ll draw them into your brand culture and encourage loyalty from the outset. A welcome series will also completely separate your brand from those who just focus on a single welcome email, increasing the likelihood that you will be remembered.
Since new subscribers are more apt to open their first few messages, use the moment wisely. Choose content carefully to appeal to your audience. Here are a few ideas:
- Share your story and tell them more about the people behind the product
- Provide a free training series every day for one week
- Share testimonials and people love most about your brand to show potential clients what you can do for them
You’ll improve your engagement rates and set an awesome tone from your brand from the very beginning.
2. Curate Blog Posts
Content curation is a best practice that helps “fill in the gaps” for your content marketing. This is crucial for your email strategy because you’re constantly feeding your list with content that educates, informs, excites and/or solves problems. By sharing authoritative content, you will continue to position your brand as a leader and a reliable source of niche information.
Social Media Examiner is a perfect example of a brand who successfully curates their own content and shares it with their list of over 600,000 subscribers on a regular basis. In each email, they share between 3-5 blog posts providing a short description with each link of what readers can expect – and gain – from their content. As a result, SME generates repeat traffic to their pages and significantly boosts their SEO.
Follow SME’s example by gathering and sharing your most visited articles or evergreen blog posts with your list. It doesn’t matter if you’ve shared them with your subscribers in the past – repurposing content is a key part of any expert marketing strategy. Don’t have enough content to curate? Use tools like Feedly to gather and share authoritative sources that your audience will find helpful.
Choose a day of the week that will serve as your “curate day” to build expectations and improve open rates.
3. Answer FAQs in Short Blog Posts
Analytics prove that long-form content performs well for SEO and social engagement. However, your content strategy doesn’t have to centre on publishing longer posts. Short-form content is ideal for your email subscribers since they’re already familiar with your brand. By keeping it short and sweet, they get exactly what they need.
For example, consider common questions that your leads tend to have regarding your business, product or service. What about the frequent challenges your market experiences? Both situations present great content topic ideas for mini-blog posts that you can publish in a short amount of time.
The huge advantage to short-form content is that it helps to improve your website’s ranking as you consistently drive traffic from your email subscribers. Since email subscribers are three times more likely to share your content via social media than visitors from other sources, encourage them to pass along your post to their networks if they find it useful.
4. Send Regular Newsletters
Newsletters are content marketing gold. They give immense value to your subscribers and promote both loyalty and sales. Email marketing also creates and fulfils expectations as people look forward to receiving their subscription on the same day each day/week/month. Your open and click-through rates will increase as you deliver quality-rich content that resonates with your readers and speaks highly of your brand.
Here are a few key pointers to keep in mind as you craft your newsletter:
- Highlight company and industry related news
- Share recent customer testimonials
- Promote your popular and/or evergreen blog posts and the benefits readers will gain from it
- Include large, distinct call-to-action buttons
- Acknowledge the achievements of your team and your business milestones to reveal the human side of your brand. By connecting with your audience on an emotional level, you will strengthen the bond.
5. Segment Your List
Email segmentation is a valuable tactic that can skyrocket your sales and keep your leads excited about your next email. In fact, marketers have noted a whopping 760% increase in revenue from segmented campaigns.
By divvying up your list into deeper, more niche categories, you can create targeted campaigns that specifically relates to your subscriber needs and wants. This will make every recipient feel like an individual, instead of one blank face in a crowd. This, in turn, will significantly increase engagement and makes your strategy far more impactful.
There are several ways to segment your list to help tailor your content accordingly. These are some common and more creative ideas to start you off:
- Location (city, region, or neighbourhood)
- Content topics
- Content types (video, infographics, blog posts, etc.)
- Preferred customer
- Recent purchases
- Birthday or anniversary
- Repeat customer
The Email Marketing Journey
This should be enough to get you started on your email marketing journey! In a nutshell, nurturing your email list with value-rich content that is written beautifully will boost your sales and build brand loyalty. Implement these tactics into your email strategy to create favourable results in your marketing. Your list will appreciate the value – and so will your bottom line.
Need help and advice on creating impactful content for your email marketing strategy? That’s what we’re here for! Email us today and we’ll send you over some great ideas: firstname.lastname@example.org