Email Marketing: Using email marketing to build your customer base Jason Rainbird
Using email marketing to build your customer base
Customers are king in the world of inbound marketing, and it is vital to treat them well if you want to secure the greatest rewards. A key way of managing customer relationships is via databases of their email addresses, and the kind of modern email marketing championed by Flowbird can deliver impressive sales results. However, there are some things to remember whenever you adopt an email-based marketing scheme.
Anyone adopting an email marketing strategy needs to ensure that the material they send to clients is of a high quality. All of us have received communications from companies in the spam section of their inbox, even if those messages contained important information. That’s because the filters provided with email services flagged the content as spam due to its poor quality and generic nature. Writing the right content will help avoid instant demotion to the junk pile.
Firstly, it’s important to realise the benefits of marketing via e-mail. Web-users like email. They are used to it, they can customise their inbox to filter out spam, and it’s an instant way to communicate with suppliers. If you offer regularly updated services, and want to establish long-lasting, dynamic relationships with clients, keeping in touch via email is a must.
This is crucial. At Flowbird, we can advise anyone marketing via email about how to encourage potential customers to click on your messages in the first place. Generally, about 80 percent of B2B emails will go unopened and be trashed immediately, so getting this step right is crucial. Choosing the right email subject lines is important, as is timing your messages well. If they have just signed up, it makes sense to interact immediately. Good times to interact after this would be after the customer makes a purchase or when you publish informative blog postings. With a sophisticated inbound marketing strategy, this kind of precise timing can allow you to tailor your emails to each unique customer.
What goes into your messages is just as important as how they are presented. Always make it clear who you are and why the message is important. The first couple of sentences should provide a friendly introduction and the service on offer, so that the reader knows that you are credible and worth engaging with. Humour can work well, but can also be a huge turn off when establishing your credentials, so use it sparingly. Don’t waffle either. Use short, punchy sentences with value on every line. Also don’t forget to include a call to action and a way for the customer to interact. Every email is part of the sales funnel, and should connect to your sales pages with ease.
Inbound marketing involves many disciplines, and using email is a vital component. Flowbird can provide expert assistance to any firms that are seeking to establish fruitful online relationships with their customers, and having regular email contact is a great way to achieve this. But it has to be done well, so consulting inbound marketing experts is the best way forward.