Your website is like a digital handshake to introduce customers to your business, offering the opportunity to leave them with a positive first impression. But once they’ve visited your website or maybe even made a purchase from you, how do you keep the conversation moving forward and build lasting connections with your clients? Email marketing may be the answer, and is one of the most effective strategies to nurture leads and turn one-time customers into lifelong brand loyalists.
Email offers an opportunity to communicate with your clients on a more personal, direct level. It also creates the feeling of exclusive access to special offers and insider information, creating added value for your subscribers. But how do you harness the power of email marketing to nurture more leads, and how can Anchor Wave help local Tucson businesses? Here’s a closer look at how to effectively leverage email marketing to better connect with your clients.
Write Emails That Offer Value to Your Target Audience
When it comes to email marketing, you should always emphasize quality over quantity. People don’t want their inbox flooded with marketing emails, especially when these messages don’t offer much value or unique information. Industry best practices indicate one to two emails per month is plenty to keep audiences engaged with your brand, so they’ll be more likely to open every email, and they won’t be tempted to hit that unsubscribe button.
Every email you send should offer value to your subscribers. Maybe that’s in the form of special offers, exclusive discounts, early access to new products, or special events for subscribers. These give a concrete reason to stay in your email marketing program, and adds incentive for them to convert and make a purchase!
Personalize Your Business’ Emails
Along with plenty of great substance, your emails should also boast great style. By including brand colors, high-quality images, and clear calls to action (CTAs), you make your emails feel like an extension of your brand and not just a marketing afterthought.
And that personalization extends to the way your emails are written too. Very few people want to read a wall of text, and they especially don’t want to read emails that feel cold and clinical. Because email is a more personal space, write that way too, using a more casual style which is both readable but also relatable and humanizing.
Nurture New Leads With a Dedicated Email Sequence
Along with ongoing monthly email newsletters, you should develop a nurture sequence for new subscribers that introduces them to your brand and helps them get the most out of their new connection to your business. A nurture sequence is typically a series of 3-5 emails that offer a more comprehensive look at your brand story and what sets your business apart from your competitors. These emails are not designed to make sales, but rather to make subscribers more comfortable and familiar with your business while offering a look at how you can address different pain points. You may need to build several nurture sequences to address different sections of your target audience to ensure that these emails truly speak to their needs.
Avoid the Spam Can by Respecting Opt-Ins
One of the most critical things to remember about email marketing is that it is not a first line of communication for your target audience. Email marketing should target warm leads and existing clients who have opted into your email list either on your website, at the time of purchase, or via social media. Respecting opt-ins and building your email list organically will ensure that your emails stay out of the spam can and have a true impact on your audience.
At Anchor Wave, we are much more than a Tucson web design company. We can help with every aspect of your digital marketing strategy, including email marketing. From nurture email sequences to monthly newsletters to special offers and one-time promos, we can ensure that your message always hits the mark for your subscribers. Contact us today to get started with your email strategy.
