Spending money on an Email Marketing Strategy for your small business can feel like throwing money into a blackhole; throwing money into a strategy that has no discernible results and yields no actionable insights.
However, Email Marketing done right can give your website traffic an edge over your competitors. A few benefits of Email Marketing are…
- Email Marketing is cheap as compared to other outreach services like Facebook Ads, Google Ads or Affiliate programs.
- Email Marketing Processes are easy to setup for your business with the actual setup time taking as less as a few hours to get you started.
- Email Marketing can drive tremendous results, whether it’s to drive product sales or website traffic, it can work wonders with great ROI as well.
The benefits of Email Marketing are best reaped when you follow a few basic tenets of the process…
Personalise your Marketing Emails to show your subscribers that you care and treat them as individuals to make them respond to your campaigns.
Build trust by sending Emails with valuable content (Blogs & offers work well) and only to those who opted to receive your emails (no spamming or scraping to build Email lists)
Send highly contextual emails using event triggers and subscribe automations to capture customer intent when they are most engaged.
I have compiled 3 solid Email Marketing Strategies that any small business can implement. These strategies are drawn from what I learnt sending over 1Mn Email Campaigns and will help you drive highly targeted website traffic and product sales at a minimal marketing spend.
Strategy #1: Email Marketing to Capture Consumer Intent
A significant number of your website visitors bounce back immediately after visiting your website. If you have a highly optimised landing page, the number of bounces will be low, but you can still capture these visitors via an Email Marketing Process.
Set up a pop modal on your landing page that allows visitors to subscribe in exchange of an ebook, offer or templates that they’d find useful. Once they subscribe, you can add them to your Email list and send them the free resource by setting up an Email Automation.
You can decide on the free resource and the CTA (a Call-to-Action button that encourages people to subscribe) based on the target audience of your business and what they’d find valuable.
Welcome Email Examples: Here are a few welcome email templates that’d be ideal to send your free resource in
Strategy #2: Email Marketing to drive Product Sales
If you run an e-commerce or services business, you are all too familiar with the customer abandoning carts on your website and opting out of a free trial. Email Marketing offers you a convenient way to cut down on this funnel drop by engaging these valuable customers.
Like I mentioned earlier,
“Email Marketing works best with prior context & Intent”
In this particular case, your customer has shown high intent either in the form of adding a product in a cart or taking up a free trial, only to drop out at the last moment. Identify, what the primary reasons for your customer to drop out right before the purchase and fix it with a targeted, triggered email process.
A few common reasons for customers to drop out and a few ways you can fix them with an email are…
- Cost: They find the product a little too expensive for their budget.
The Fix: Send across a triggered email with a discount code valid only for the next few hours/days.
- Trust: They don’t know whether the product or service will benefit them in the way they thought it would.
The Fix: Send across a triggered email after a sufficient delay (They may just need time to grab their credit card :-p) with the features, reviews and ratings of the product to build trust
- Lack of options: It may just so happen, that your customer wants to browse through more products before making a buying decision.
The Fix: Trigger an automated email with a few products/services in the same category to the customer.
Abandon Cart Email Examples: Here are a few email templates that’d be ideal for your triggered emails
Strategy #3: Email Marketing to Activate old customers
A few months into building your Email marketing list, your subscribers will stop engaging with your website. Just because they expressed an intent for your website once (by subscribing) doesn’t mean that they will stay engaged forever.
While a certain amount of churn can expected and is acceptable, you can battle it with a few automated activations emails to unengaged users. This also reduces the onus to keep on maddeningly increasing your subscriber count Month on Month as you can have an engaged email list that leads to repeat visits and sales as well.
Activation Emails work best when sent to a user segment (segmented based on inactivity for a certain defined duration or by a lack of actions taken) at an interval of a few months, laden with product updates, new features, products et al. Keep these emails personalised and honest to get a better response from a previously engaged customer.
After a few Activation Emails have been sent, unsubscribe or mark inactive anyone who didn’t open any of your emails. This will affect your List health positively and help you maintain your deliverability and mailing reputation.
Activation Email Examples: Here are a few email templates that’d be ideal to nurture your subscribers
You may have noticed that all of these strategies work best when you have some influx of new visitors/subscribers coming in everyday and you’d be right.
To get the Email Marketing Engine rolling, you need a minimal amount of visitors coming in to your website. You can do this via various social media channels, blogging, word of mouth even. Once you have some people trickling in, you are all set to make them visit again and again with these Email Marketing Processes in place.
I hope this helps!