Email Marketing for Your Business

We’ve all heard of it. And we all experience it every single day as consumers…we’re talking about email marketing. Yes, email marketing is still relevant, and your business should be doing it.

You might be thinking, “As a consumer, my inbox gets flooded daily with emails. I don’t want to be that business.” Well, we’re here to say you need to be. If you’re not doing email marketing, you’re missing out. There IS a reason businesses still do it.

Why Your Business Needs Email Marketing

Did you know that worldwide, the number of people who use email is estimated to be around 4.1 billion users by the end of 2021? YEP….1 BILLION…with a “B”!

When it comes to HOW your business should use email marketing, it shouldn’t be some spur-of-the-moment, one-off, random email…no…at least not when trying to get new customers. Your marketing emails should be strategic, and tied to your digital marketing efforts. If you’re running digital ads, great, this is a great opportunity to add automated email marketing into your customer’s buying journey. Marketing automation is when you plan out a buyer’s  journey through a series of digital events you put in place. And believe it or not, email marketing is the G.O.A.T. (greatest of all time) for helping move potential customers down the sales funnel.

How Automation Email Marketing Works

Let us explain with an example. Let’s say we want to sell a pair of running shoes in this example digital campaign:

• First we’ll start off by running social media ads with the objective “brand awareness.” Then, when the user clicks on our ad about these running shoes, it’ll take them to a landing page. On that landing page is more information about the shoes and a contact form. Guess what we’re going to collect? DING, DING, DING….their emails!! 
• With some simple automation put in place, when they submit the form, this will trigger an automated email to the user. This is a welcome email and has some specific information about the ad they clicked on. When the user opens this email and clicks on the link inside, it’ll take them to another page on your website, triggering another automation.
• The next automated event could either be a google ad, another social media ad or something like that. This is called retargeting.
• Once the user clicks on one of the retargeted ads (seen on social media or  websites), that will trigger another event to fire.
• If the user has made it this far, they should be moved down the funnel from the interest stage to the consideration stage. This is where we want them. As the user shops more on the website, looking at different shoes and styles, they finally find one they want. They add it to their shopping cart but ultimately bail before purchasing. But guess what? They triggered a couple of events while shopping around. Each shoe they clicked on is noted and now we can retarget these specific styles they’re probably interested in with digital ads and emails. And because they added it to their shopping cart but never converted into a buyer, they’ve triggered another event.
• AN EMAIL! 
• If they don’t purchase from that very persuasive email, they’ll still be on the retarget list and will be sent retargeted ads wherever they go on the internet.

• At this point, if they still haven’t purchased anything, we send in the holy grail to get them to convert. We’ve come too far to let them drop off now. And you guessed it…it comes via email.
• This final email is an offer like free shipping or a BOGO. Consumers are four to five times more likely to make a purchase if you offer free shipping or a BOGO.  This is the last attempt at getting someone to purchase before they get dropped from our sales funnel. We don’t want to continue to show retargeted ads to people who don’t want them! Sending an offer is usually effective.

And there you have it– a new customer! (Thanks to the emails we integrated into our digital campaign). See how the emails helped fill the gaps of this example campaign?

Email marketing is the key to converting users into buyers. And once they’re customers, you can start a whole new email campaign just for your customers. This could include new products, company news, more discounts, and more. Your business can get creative and have fun with your customers!

Our Partner, Constant Contact

Now that we’ve talked about email marketing, of course we want to tell you about our partner, Constant Contact. Constant Contact is an email marketing software that specializes in driving results for small businesses and nonprofits. They have a lot of email automation options from welcoming new contacts, nurturing leads, staying relevant, expanding your reach and they have even more automated features coming soon! Constant Contact can integrate with Canva, you can customize emails to make it “on brand” and you can co-market with Nift.

Sign up for a 60-day free trial of email marketing with Constant Contact.

If you’re interested in integrating email marketing into your  marketing strategy, join the Tomo360 family and allow us to help!