Let’s face it: consumers today have some trust issues. And you can’t blame them.
For years, they accepted Mad Men-esque marketing at face value, only to be disappointed by a company’s subpar products or services. So they became a little jaded.
Flash forward to today’s consumer-driven world, and we see the aftereffects. To guarantee they’re making the right decision, many consumers prefer to first do their research and read reviews from other people just like them. They want to learn more about your business, what you stand for and how you exist to help them.
It’s up to you to provide this in addition to offering a stellar product/service.
To earn their trust, you need a reliable method to reach your customers where they are and build relationships with them.
One way to do so? Email marketing.
How Email Marketing Can Help
When someone visits your website, they’ll probably read the content on your homepage and look around to see if anything piques their interest. If they don’t find what they’re looking for, they’ll leave, never to come back again.
But if you had a signup form to your email list on your website, you gain another opportunity to capture their interest.
Once your fleeting site visitor signs up to your email list, you can extend your introduction through email. This gives your new subscribers a chance to get to know you better as you send them more information about your company.
Email allows you to build trust with your subscribers while also informing them of company news, product updates and current promotions.
Growing Your Business with Email
To see what email marketing can do for your business, here are three tips to help you get started:
1. Send Valuable Content
Email is all about providing value to your audience.
You can do this by sending recent blog posts, eBooks, promotions and anything else that will benefit your subscribers. Valuable content is the key to establishing trust with your audience, which is the first step to transforming them into loyal customers.
According to The Annuitas Group, 47 percent of people who are nurtured are more likely to make larger purchases than those who are not. And email is a great nurturing tool.
Plus, when you send content that brings value to your readers, they’ll be more likely to share it with others who might benefit from it as well. That’s word-of-mouth marketing at its best.
Here are some content ideas to help you get started:
- A newsletter. This can be sent at a frequency of your choosing (e.g., weekly, monthly, bi-weekly), and can cover a variety of topics, such as company updates, industry news and/or recent blog posts.
- Big announcements. Have a new product or update? Dedicate a one-time email to inform your subscribers about it. Be sure to link back to a blog post or web page that tells your readers more about it and provides an actionable next step (such as making a purchase or logging into an account).
- Current sales and promotions. Email is the perfect channel for communicating featured items and promotions. Be sure to convey a sense of urgency in the subject line and email copy to encourage people to take action. Include a clear timeframe, a description of what the sale is for, and a call to action to shop now.
2. Automate Your Emails
As a small business owner, you’re probably used to juggling the daily operations of running your business. One minute you might find yourself updating your website with a current promotion then end up balancing your finances the next.
As exhilarating as it is to have a hand in every aspect of your business, that doesn’t always leave room for things like nurturing your relationships with customers.
When you automate your emails, however, it becomes easier to stay connected with subscribers and still have time to check off the rest of your to-do list.
A welcome autoresponder series, for example, comes in handy because you can create messages to welcome new subscribers to your email list. When people sign up to your email list, they expect to hear from you. Automation makes it a lot easier to establish these important connections.
And when you consider that welcome emails receive three times as many clicks and sales as the standard promotional email, its value becomes undeniable.
While the welcome email is a great place to start for your autoresponder series, automation isn’t limited there. Maybe you want to create an educational course to teach your subscribers new ways to use your product. You can create your course to be delivered through email and have it automatically send to your subscribers as soon as they sign up to your list.
If the content you share provides incredible value, you might consider selling access to the course as well. And if that’s the case, then you just added another revenue stream to your business.
3. Drive Traffic to Your Site
Email is a great channel for encouraging people to go back to your website, whether it’s to a specific product page or blog post. Driving them back to your website allows you to connect all of your efforts to bring value to your customers.
In each email, it’s important to consider what your call to action will be. This is the action that will help your subscribers achieve the goal you have in mind for them.
For example, if you own an online store for homemade jewelry, you might create an email with the week’s featured items. In your email, be sure to link back to that product page so subscribers can take immediate action.
Or if you’re a business consultant, you might find value in emailing your most recent blog posts to educate your subscribers…. And the cycle of sending emails that drive people to your site will continue.
Getting Started Today
Email marketing is a great way to nurture your customer relationships and simply keep in touch, and I encourage you to put these tips into action.
For even more tips on how to get started with email marketing (such as creating an email sign up form, growing your subscribers and more) check out our free guide, Growing Your Business With Email Marketing.