Believe it or not, the era of emails is as strong as ever. It is one of the best ways to maintain a relationship with your clients after they bought a product. It’s an effective way of communicating news, discounts alerts, and company updates to your loyal customers. They will feel that the business they purchased from cares about their needs. E-mail marketing connects with your audience on a personal level.
At the birth of social media marketing, many thought that email marketing was going to fade. In fact, email marketing promotes higher sales, conversion rates, and retention rates than any other form of marketing. In 2021, HubSpot has found that “email generates $42 for every $1 spent, which is an astounding 4,200% ROI…”. Social media engages new leads and draws attention to your products and services. E-mail marketing is a methodical and deliberate trust and nurture system. Your customers trust you to promote products they enjoy while nurturing their loyalty towards you. It is the best way to show you that you know your customer base.
E-mail marketing has become a more personal form of marketing. Nearly every day you’re grabbing their attention with newsletters, discounts pages, new product announcements, and overviews of what’s happening in your business.
With social media, you’re communicating with the masses. You’re displaying your general content that could catch someone’s eye. With email, John or Jane Doe signed up for that communication on a more intimate level. They want to know what you have to say to them personally and what products you have to offer them. The beauty of e-mail marketing is that they want you to have their information. It’s expected.
Personalized marketing increases engagement. People are more likely to buy from you because they feel understood. Methods include using the subscriber’s name or location-based sales. According to Campaign Monitor, there are three elements to a personalized email.
Understand where your customer is on their journey. Perhaps they signed up because they are looking for more information on a specific topic. Maybe they want reminders from you so that when they are ready, they buy from you. Whatever it may be, it’s up to you to understand them. Remain relevant while they’re making their customer journey.
Analyze their patterns and when they check their email or your website. Gather as much data as possible to personalize the timeliness of your content to engage your customers.
Personalization is a balance between respecting your customer’s privacy and targeting their expectations. This means that you are selective of what high-quality content you’re distributing.
When an e-mail service provider (ESP) detects a company sends an email to a list of people without permission, they mark the email as spam. Most of the time spam is scams, viruses, or fraud messages. If you bought your e-mail list from another business, ESPs may flag your e-mail marketing strategy. Your list must consist of people who gave explicit permission to send them an e-mail. If permission isn’t given, your e-mails are much more likely to be marked as spam.
All ESPs are legally obligated to enforce e-mail spam laws. If your e-mail is flagged, you can seriously damage the reputation of your business. Not only that, but you’re in danger of putting yourself in legal trouble. According to the FTC, the CAN-SPAM Act of 2003 subjects you and any entity who approved the e-mail to a max of $43,792 in penalties for EACH e-mail violation. It’s not worth cheating the system for the sake of reaching new customers dishonestly.
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