Electronic marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
The most important things to remember while using email marketing are:
1. Offers: Many e-commerce businesses rely heavily on making offers in their emails, but regardless of what kind of a business you run, you should know how to make offers in your emails. The basic idea is to urge people to get something they really want. That can mean giving them a discount coupon for a product they’ve indicated they’re interested in. Or it can mean a general promotion that goes out to everyone on your list. The downside of just making offers is that they’re not useful on their own. People on your list won’t receive any value from you unless they buy what you’re promoting, so they have little reason to stay subscribed. That’s why many e-commerce sites struggle to keep people interested. However, if you never make any offers, you’ll struggle to make any sales, so don’t forget or shy away from this email marketing strategy. Rather, learn to combine it with the next strategy, so even your promotions have value to your subscribers.
2. Content: Businesses and bloggers often use content email marketing strategy more than other strategies. They create a piece of content (e.g., report, infographic, video, article) and tell people about it with an email. Or the emails might be content-rich on their own.
Some of the content is available publicly (e.g., blog articles), but some content should be behind an “information wall.” The information wall works just like a “pay wall” except it doesn’t require a monetary payment, but instead it asks for information from the visitor. The simplest information wall is an email opt-in form that requires people to join the business owner’s list in order to get the content. The additional information gives you a better chance to tailor your email marketing to match what they’re most interested in. And that gives you a better chance to convert them into customers.
Content email marketing is a great tool that you should learn to use regardless of what kind of a business you run. When you use it well, people will start to see you as a trusted source, which makes them more likely to buy what you sell.
3. Relationship Building: For many businesses, building a relationship with their leads is the primary reason for sending any emails. That said, very few marketers rely solely on this email marketing strategy. But some trust it more than is healthy for their businesses. You could think that you build relationships automatically if you make offers and provide useful content (the previous email marketing strategies). But that’s not all there is to this strategy. For example, you can ask your subscribers to reply to your emails or ask them to fill a survey. And you can tell what’s going on in your life or about your personal beliefs and opinions to create a stronger emotional connection.
But most importantly, you should always remember relationship building as an email marketing strategy. No matter what kind of an email you send.