How to use email marketing to utilise your database and increase brand awareness
How to use email marketing to utilise your database, increase brand awareness and generate more sales.
Email marketing has been around for quite some time now, and it's not going anywhere anytime soon. In fact, according to HubSpot, 79% of marketers list email marketing as one of their top 3 most effective marketing channels. That is a large chunk! But are you utilising it?
With the consistently growing use of digital communication, email marketing is still relevant and valuable to businesses of all sizes. Let's take a closer look at it, how it works and why it should still be a part of your marketing strategy in 2023.
Email marketing is a direct marketing method that uses emails to engage with your audience. It is a way of sending information about you and your brand directly into people's inboxes; creating product/brand awareness, generating leads and driving sales.
Email databases are built up through your website subscribers or online customers, essentially people who have already shown interest in your brand and opted to receive relevant content from you.
Email marketing campaigns can take many forms, but some common types include:
Email marketing should still be a part of your marketing strategy this year for several reasons:
It is much simpler than it initially seems, it just requires a bit of dedicated thought and intentionality. When creating an email campaign, you first need to define your campaign goals and your ideal audience.
Once you have figured that out, then decide on the type of campaign you want to create. This could simply be a newsletter, an awareness campaign, a promotional email, an event invite, or automation.
From there, map it out, create a little outline for the key points of your goals and figure out if it is going to be a single email or a series of 5!
All the tools we suggested above give you the option to build and design your email within them. My preferred tool is Mailerlite for its ease of usability and design freedom.
The content for your email campaign will depend on your campaign goals, but these are some of the best practices to follow.
I know it sounds like a lot but these are all really easy, achievable little things that have a great outcome for the success of your campaign.
Additionally, you can simply start with a title and key points, search for examples, be authentic and on brand, use blog content, answer frequently asked questions, and repurpose content that you have already created.
Lead generation is an essential part of email marketing, and there are many ways to get people on your list. You can use sign-up forms on your website (opt-in), which usually comes with an offer such as a download or discount. You can also use pop-up forms on your website, add 'Sign Up' upon purchase or even social media advertising.
You don't have to actually do it all the time! If you have a few automations set up, or email threads for specific 'email groups' then you can be confident in knowing that your audience is getting regular interaction with your brand still.
This is a really effective way to re-engage with customers and encourage them back to your website.
Email marketing is a direct marketing method that uses emails to engage with your audience, create product/brand awareness, generate leads, and drive sales. It is still relevant and valuable to businesses of all sizes due to its targeted reach, cost effectiveness, measurable results, ability to build relationships and loyalty, and high open and click-through rates. By using the right tools and following the best practices, email marketing can help you utilise your database, increase brand awareness and generate more sales.