Email isn’t dead, it’s making a comeback.
According to a 2012 Blue Kangaroo study, 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. Also, 44% of email recipients made at least one purchase last year based on a promotional email.
Social media is a great tool for building your brand, generating a buzz and spreading the word about your product/service. This is at the top of the sales funnel to help spread your company’s mission to reach a large audience. This allows you to share broad topics and build a community around your brand. So what’s the next step?
When you’re ready to move your customers down the funnel through the path of purchase, it’s time to incorporate email marketing. Research shows that 90% of consumers report daily email use, with the largest group being Millennials. Email marketing goes beyond fans and followers, and is accessible to both mobile and desktop users. What is the point of having a large database of “customers” that have no value or won’t make a purchase when you can target high-value customers and drive them to opt in to your email list?
So how can you increase your email database to start reaching more customers? Here are five things you should be doing:
- Create a contest. Use a third party app such as Wishpond to create a contest on Facebook and require customers to give you their email in order to enter. Make sure that the contest you create has a relevant prize to your company. For example, if you are a store that sells culinary equipment, have a contest to win a gift card or perhaps a free cooking class. This way, you know that the people who are entering (and giving you their email address) are valuable potential customers.
- Inform your social media fans and followers when a newsletter is going to come out. Give them a sneak peek of what will be included in the newsletter along with with a link they can follow to sign up. the sneak peek should be a teaser into insider information a reader can only get by being subscribed to your email list.
- Segment your list to personalize your message. Instead of sending out one mass email to your entire database, tailor your emails by looking at customer data such as browsing history, purchase history and click throughs. Create different variations of your email to send a more private and personal message to your customers.
- Include a popover window on your website. One study has shown that 43 of all deal email sign ups come from popover email registration boxes.
- Offer an incentive. Just as social media contests are popular due to the incentives offered, you can grow you email list by offering a discount or free sample. Maybe you give your customers a coupon code for 10% off their next purchase, or perhaps a free sample-sized product. Whatever the incentive is, make it worth your customers’ time to sign up.
Need help getting started? Contact us to get an email marketing plan put into place.