A company that relies solely on rented audiences on social networks is subject to the whims of algorithms and the unpredictable fluctuations of advertising budgets. Email is owned media. This is a safe and reliable way to communicate with the audience, which has proven to be one of the most profitable marketing tools. While social networks help find a customer and attract traffic, email marketing allows converting this traffic into sales and retaining customers as loyal brand advocates.
Automated Funnels: Earning Revenue on Autopilot
The real power of email marketing in the modern age is in the behavior-triggered automated sequences, sometimes called flows. And once you’ve set them up, they run in the background, sending your leads useful information perfectly timed to the moment of their visit on your site.
Welcome Series: Greeting new customers upon subscription, providing them with the lead magnet/discount code they signed up for, educating them on your brand, and dispelling potential concerns before the first purchase.
Browse and Cart Abandonment Series: Targeting customers who have browsed a particular product or added it to their cart but did not purchase. This series encourages the customer back to your store, often including reviews, incentives, and reminders.
Post-Purchase Series: Customers who have made a purchase need guidance/welcoming on how they should enjoy or use your product/service. This series also includes information about the arrival of the product/service and other expectations for the customer.
Review and Referral Series: This series should be launched automatically when a customer is eligible to leave a review, provide a testimonial with an image, or refer others to your business.
Win-Back and Re-engagement Series: This series is particularly useful for customers who have previously made purchases but have not been engaged with your brand for over 60-90 days. It is a good way to reconnect, remind them of your brand, and re-establish your relationship.
Deliverability and Design: Getting Opened and Read
An email cannot make you money if it has gone to spam or if it looks terrible on a phone screen. Maintaining technical hygiene and designing emails in a way that looks nice on any device is vital.
Setting up domain authentication like SPF, DKIM, and DMARC records so that email clients know you’re who you say you are and emails won’t go to junk.
Creating mobile responsive designs that render quickly on any device with readable fonts and prominent call-to-action buttons.
Crafting attention–grabbing subject lines and preview text that entice the reader without using clickbait that damages your sender reputation.
Using text and images efficiently so that the email renders well even to people that have turned off image display in their email clients.
Why Email Marketing Compounds Business Value
Customer acquisition is expensive, but customer retention is extremely profitable. Email marketing significantly increases the lifetime value of each customer, so the business gains.
It helps you reduce the amount of money spent on advertising by providing a free channel to inform subscribers about new services, products, and discounts.
Also, this marketing tool warms up leads so that the sales process can be initiated when a customer is ready to make a purchase decision.
In addition, through email, you can get answers to the questions that customers have asked when they signed up on your website or received a newsletter. Moreover, email marketing works in tandem with organic search and paid advertising.
Used together with organic search and ads, email marketing can be a retention engine that ensures lifetime value and cash flow stability for your brand.