Does email marketing work? Absolutely. According to Hubspot, 99 percent of people check their email every day and list email as their preferred communication from brands. The best way to get subscribers is to have them opt-in to your communications. This not only keeps you from violating privacy laws but ensures that you are sending emails to people who actually want to hear from your brand. There isn’t a better target audience than the one that asks to be targeted!
You can build your mailing list multiple ways including sign-ups or opt-in opportunities at events, or on your website. You can promote your newsletter and invite people to subscribe to all of your social media accounts as well. If your donor management database doesn’t have an email campaign functionality, you can use an email client like MailChimp or Constant Contact. The monthly cost will depend on the size of your mailing list.
What Kind of Content Should We Include?
Email marketing gives you the opportunity to personalize content like no other medium. You can segment out your customers based on where they are in their purchasing journey (i.e. returning customers vs new customers) and can develop specific messages for those audiences. There are a couple of common types of content for email marketing that we will discuss below.
Communicate Sales and Other Offers
When the beauty story Ulta sends an email with a sale or other offer, customers are going to go check out the sale. Make that sale a limited time offer with a prestige brand, and engage “fear of missing out” otherwise known as FOMO. In fact, 60 percent of Millennials (ages 24-38) say they make a “reactive purchase” within 24 hours of receiving a FOMO offer.
Introduce a New Product or Service
Give your customers a sneak peek of a new product offering or service. You can associate the new product with a sale or simply just let your customers know about the latest and greatest you have to offer!
Drive Traffic to Your Website
Ultimately, email marketing drives customers to your website where they can make a purchase, sign up for a demo of your product, or read a blog.
Inform and Educate Your Customers
Provide educational content to continue to build credibility and trust with your customers. A hardware store can offer tips on fire safety in an email that also includes information about smoke detectors they sell. Even if a customer doesn’t purchase at that moment, some trust has been built that the hardware store cares about the safety of its customers.
Create a community of passionate fans, increase sales, and leads, and drive traffic to your website with email marketing!
The answer to the question, “Does Email Marketing Work?” is yes. If you’re looking for assistance, Baseline Creative would love to help! You can contact us to learn more.