Email marketing is an excellent way to stay in touch with your audience. Although it has been around for a long time, it is still a crucial tool that can help your business reach its marketing goals and keep the audience engaged in this digital era. But what is it best used for?
Email marketing is best used for generating leads and nurturing them as they move through the funnel stages until they convert. Additionally, email marketing can be used to promote products, boost sales, collect customer feedback, drive traffic, and offer greater value to customers.
In this post, we’ll explore some of the best uses for email marketing and how your brand can benefit from using it. Let’s get started!
6 Best Uses Of Email Marketing
Email marketing is a tried-and-true marketing strategy that is also cost effective. This section covers some of the best ways you can use email marketing to reach your marketing goals.
1. Increasing Sales
Since email marketing is a great tool for promoting products, it can help businesses to boost their sales. For many businesses, email marketing is a huge source of their return on investment.
Running marketing campaigns via email helps businesses persuade customers to buy.
For instance, sending emails to customers who abandoned their carts may give them a gentle nudge to complete their purchase.
Or, informing your subscribers about a special promo you are running may prompt them to buy more (thus boosting sales).
Email marketing works well on segmented subscribers. With this method, you can send targeted emails to a given audience segment that is more likely to buy.
This not only increases the chances of making a sale but also saves and maximizes the utilization of resources.
Email marketing can also be used to automate the sales process, thus boosting the number of sales closed.
Email marketing tools make it possible to automate parts of the sales cycle such as sending scheduled messages to warm leads. This saves money and speeds up the sales process.
Do not confuse sales funnel with the sales cycle though. Read our complete guide on sales funnel vs sales cycle.
2. Generating, Nurturing, And Converting Leads
Email marketing is a great tool for helping businesses generate more leads and nurture them until they convert into paying customers.
Because customers receive more and more marketing messages coupled with an increase in scams, they have become cautious when purchasing products.
Customers now buy only from people or brands they trust. Email marketing helps you send regular messages to your subscribers and establish rapport.
These emails inform and educate your audience, thus building a relationship with them. Over time, the subscribers perceive your brand as an authority that they can trust.
For instance, you can use email marketing to send drip campaigns to leads who have downloaded your lead magnet.
If the leads go on to book a demo to learn more, you would have successfully converted MQLs to SQLs, hence increasing the number of qualified leads.
You can read our comprehensive guide on MQL SQL BANT here.
Running email marketing campaigns also helps you qualify and track leads. In turn, this saves time and resources that would have been wasted on low-quality leads.
Also, if you score your leads, you can easily track the engagement of quality leads with your emails and make improvements as needed.
3. Promoting Products And Services
Another significant use of email marketing is to promote products and services. Running promotions can be awkward especially when prospects haven’t signed in to receive updates from you.
Email marketing makes it possible to send promotional messages to people who are interested in learning more about your brand.
Email marketing campaigns open an avenue for you to run promotions for your brand, products, or services.
You can send promotional emails for a variety of campaigns including product launches, new arrivals, new subscriber welcome offers, giveaways, and other special deals.
For instance, if you run an e-commerce store, you can send weekly newsletters to your subscribers to let them know about the latest arrivals, exclusive discounts, and reviews from other customers.
Affiliate marketers can also send a series of emails to their subscribers to promote their affiliate products and services.
Email marketing is excellent for promoting products because it allows you to send the right messages to the right people.
For example, segmenting your audience makes it possible to send the right personalized message to an audience that is most likely to make a purchase.
4. Collecting Customer Feedback
Another common use of email marketing is to collect customer feedback. Now more than ever, customers need quality service and their experience with a brand is of utmost importance.
Brands need to be responsive to their customers’ experiences so they can maintain healthy relationships.
Email marketing is an excellent tool to help ensure customers keep interacting and engaging with your brand. You can use email campaigns to send surveys to your clients and get feedback.
For example, the Net Promoter Score (NPS) can help you differentiate real brand supporters from critics. With this score, brands can tweak their strategies to improve their customers’ experience.
5. Driving Traffic To Sites
Email marketing is among the most potent ways to boost traffic. It is cost-effective and encourages interactions with clients at a higher level.
It also works seamlessly with other digital marketing strategies such as content marketing, social media, and video marketing.
You can disseminate your latest content such as blog posts to your audience via email. If you run a site that relies heavily on content, getting regular readership is crucial.
Sending emails that advertise your latest content is a great way to get your audience to visit your site.
You may employ several strategies to direct traffic to your site via email. One of the best ways is to post content on your site that is only accessible through an email sign-up.
This tactic helps you collect email addresses for future engagements.
Another way is to get your audience to sign up for newsletters on your site. Include signup forms on most of your website pages. Additionally, make the sign-up process easy and accessible.
The goal is to ensure your subscribers have a great experience so they can continue interacting with your brand.
Once you have built an email list, it becomes easy to share your blog content with your subscribers. The key is to include calls to action with links that direct your subscribers to your site.
6. Offering More Value To The Audience
Finally, email marketing can be used to provide more value to the audience. Customers love brands that offer them value and it is the goal of every business to provide the best value to their customers.
Email marketing helps you offer value to your subscribers even when they are not ready to purchase.
With an email list, you can continuously share educational content and resources with those who are interested. Over time, this fosters brand loyalty and creates subscribers who are willing to convert.
Wrapping It Up
Email marketing is a versatile tool that can be used to accomplish various goals.
It can be used to generate and nurture leads, promote products and services, increase sales, collect customer feedback, and drive traffic to your site.
Generally, email marketing helps you stay in contact with your audience, engage them, and nurture them into loyal brand ambassadors.
For successful email marketing, you need to build a strong email list by including sign-up forms on your website.