You’ve worked hard to set up an effective, traffic-generating website, you’ve developed an opt-in form to gather email address—so now what? With these systems in place, the next step is to start up an email marketing campaign.
Easier said than done, you say?
Let’s look at how a few businesses have successfully used email marketing. You can use these principles to guide the development of your email marketing, and harness its full potential.
Case study #1
A mobile accessories company turned to email marketing to engage customers and nurture leads. With a campaign designed to thank customers, the company increased conversions by 252 percent and grew revenue-per-email to 152 percent.
The company took advantage of high inventory, and instead of relying on past promotions like BOGO, to show their appreciation to customers, while simultaneously earning revenue. Here’s how they did it: By developing an email campaign that offered customers a free gift if they made a purchase above $9.99. They developed the email marketing campaign based on a sense of urgency, limiting the time period of the free offer, and including a brief message in the copy of the email and a clear call to action.
Case study #2
An equestrian supplier used automated email marketing to develop a series of 40 emails that outperformed other emails the business sent in batches. A few of the email series that were particularly successful included:
Creative use of email marketing can put your business on the fast track. To start your campaign off on the right foot, get your team together and start brainstorming goals for the campaign. Identify your target customers, define the outcomes, and then develop a time frame for developing the emails.