Your email campaigns aren't just about selling products
During a time when email inboxes are flooding with marketing emails, people are becoming more and more familiar (and tired) of sales tactics. They're starting looking for a meaningful connection to the brands they're buying from. So if all your company's emails are doing is trying to make a sale, consider broadening your approach.
Build a community
Helping your customers connect over their love of your brand is a great way to build community and show people you care about them.
Share user-generated content like testimonials, reviews, and posts from their social media.
Host giveaways or share fun quizzes and competitions.
Include social media feeds in your emails to show how other customers are using your product or services.
Keep your customers engaged
Your loyal customers don't just want sales ads — they want to feel involved. And because it costs about five times more to bring on a new customer compared to keeping an existing one, keeping your existing customers should be a top priority.
Ask for their thoughts when it comes to future products or campaigns.
Invite them to take polls and surveys.
Share exclusive, VIP content — pre-launches, event invites, free downloads, etc.
Nurture leads
Nurturing leads is all about keeping customers engaged and warmed up to your brand. Going through this process will make them more likely to buy from you in the future. Think of it as a way to build relationships and trust for the long term.
Send an introduction email (minus the sales pitch) to talk about your company and how you're here to help them.
Spotlight useful content, tips, and advice.
Share latest brand news and updates.
Establish your brand and reputation
Email marketing is an effective, less costly way to develop brand awareness and set your company up as a reliable authority in your field. People may not know your name yet, but you can fix that! Here are some great ways to get started:
Develop and maintain a brand consistency in design and messaging.
Include links or embed links of your social media feed to reinforce brand awareness.
Share your best online resources.
Generate positive feedback and reviews to help establish a positive reputation for your brand.