Every piece of data you collect can help you serve your audience exactly what they want.
How much time do you spend in your inbox every day?
If your answer is along the lines of “I’d rather not know,” we hear you. Email is today’s primary method of business communication—and not just because co-workers are constantly going back and forth about their latest projects. More than 70 percent of people prefer to receive communications from businesses via email over any other digital marketing channel. According to DMA, for one in five companies, the ROI of email marketing is greater than 70 to 1.
In other words, if your brand is slacking on its email strategy, you’re losing sales as we speak. You probably know the basics behind solid email marketing: Send relevant, targeted messages and always provide value to your subscribers. However, it can’t hurt to dig into the specifics behind your email program and test new strategies that might pay off in a big way. Below are four critical touch points in your brand’s relationship with subscribers, plus tips for how email can help encourage engagement and sales every step of the way.
1. Start the conversation on your website.
It might sound like common sense, but it bears repeating: When people raise their hands and opt into your email list voluntarily, they’re less likely to view your messages as spam. Kick off new subscriber relationships on the right foot by using a lead magnet, such as exclusive content or a timely discount, to encourage signups. Avoid creating friction by requiring new subscribers to fill out lengthy forms or share personal information beyond their email addresses. However, if you make personal fields optional, you can collect more valuable data you can use as your relationship grows, like birthdays and locations.
2. Win them over with a friendly “hello.”
When someone subscribes to your email list, sending them an automated welco