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The long-term success of your organisation depends on the ties it can build with customers over time. Email marketing is one of the best channels to build relationships with your existing customers and to deliver your best content. When planning out email marketing communications, it is essential to focus on understanding your audience and the reason why they initially decided to trust you with their details.
Email marketing gives you full control over what you are sharing with your audience and when. With careful planning, you will be able to deliver high-quality communications to your customers through the emails you send, resulting in better conversions and lower unsubscribe rates. You must think about what will interest, educate or entertain your audience in order for them to stay on board with your email marketing.
Marketing through email enables you to create a connection with your customers which can lead to potential opportunities, such as sales through word-of-mouth. Very often, the most loyal and long-lasting customer relationships are formed through this channel.
When people give you permission to email them, it means that they are actively interested in your product or service. You then have to make sure they don’t leave, so we have outlined some strategies that you can implement in order to build relationships through email.
There are several techniques you can implement in order to build good and long-lasting relationships with your customers:
The reason your customers signed up with you is because they were interested in your offering; be it a newsletter, tips, reports or something else. If you have promised your subscribers top tips on SEO twice a week, then that is what you should deliver.
Sending too many emails can make your audience feel like they are being spammed. It’s better to focus on the quality of the emails you send, making sure your content either educates, entertains or is engaging, while of course, it must also be relevant.
Nothing stops you from asking your audience what they would like to read about. A simple short survey in an email can give you a strong indication of how you can improve your open rate and engagement rate with your existing audience.
Avoid using do-not-reply email addresses when sending messages to your customers. This will stop them from getting in touch with you when they might like to ask you a question about your email or services. Also, it’s quite alienating to see that there is no real person behind an email. It’s actually more effective to send them with your actual name, giving people a chance to interact with you if it’s needed and it adds that personal touch.
By hiding the unsubscribe button from your audience they will feel trapped into receiving email communications from you and there is no easy way out. This will only make them want to leave.
These emails come in many forms, such as welcoming a new subscriber, confirming orders, wishing someone a happy birthday, etc. These emails are easy to set up and will make a huge difference in your email communication strategy. A great way for a new subscriber to feel welcome is by offering something in exchange for their trust and details. This can be a coupon code, an e-book, a free report or anything which you think would be useful for your audience. Learn more about how to create classic automations by Mailchimp.
People will simply delete your emails if they feel like they are not getting anything else from your communications apart from ‘sales focused’ content.
Not all the time, but it’s best not to probe your audience by sending them emails every week which take 10+ minutes to read. They will not appreciate it, and will not even click the call to action button at the end of the email. If your readers receive long emails too frequently, it is highly likely they will unsubscribe.
Make sure your content is organised and not repetitive. It’s recommended that you create a plan to make the most out of your email marketing efforts.