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Email can be a great way for businesses to grow and achieve their content marketing goals. In fact, this results in $ 44 for every dollar spent. Even in the age of social media, email is still a prevalent form of communication in any industry.

To help you refine your email advertising strategy, here are six ways to build strong customer relationships through email:

1. Be honest.

When people sign up to receive emails from you, they are giving you their personal information. Earn that trust by being honest about what your email communications will include. For example, when they sign up for your email newsletter, tell them what to expect, such as what topics you will cover and how often you will email them. Don’t try to attract potential customers by making false promises.

To go further, be sure to do what you said you would do. Once you’ve described what subscribers can expect, always follow these guidelines. Whatever your niche, keep all your communications in this category. Building trust with email subscribers is essential to turning those subscribers into paying customers.

2. Always deliver high quality content.

No matter what industry you are in or what types of emails you send, you need to deliver high quality content. The type of content you share can vary, but it is essential that your subscribers find the content engaging and relevant. For example, if your newsletter is a letter from the CEO of your company, make sure that this letter covers information whose subscribers can actually benefit or use on a daily basis. Or if your newsletter is a summary of your latest content, make sure each email shares a variety of content types that cover the information your subscriber audience might be looking for in order to learn more about your industry or industry. do its job better.

To learn how to write effective emails, download your free white paper.

Download "How to write emails that your prospects will actually respond to"

3. Get to know your subscribers.

To build a relationship with another person, you need to know something about them. And guess what? This same principle applies to your email subscribers.

SproutSocial found that 64% of consumers want brands connect with them. An email newsletter doesn’t have to be a one-way street. Try some of these methods to know your subscribers and interact with them on a personal level:

  • Survey of subscribers. By asking your audience what they want to learn from you, you allow subscribers to engage directly with your brand and help make your email marketing efforts more targeted and effective. However, connecting with your audience isn’t the only benefit – you can cut down on unsubscribes as well, as you’ll actually be sending the types of emails your audience wants to receive.
  • Send emails from a real person. Make it easy for subscribers to contact you and avoid using a no-reply email address. It’s bewildering when a business persuades you to sign up for their emails, but then makes it impossible to contact a real, living person. Personalizing your emails by including the name of the contact person will help subscribers feel more comfortable communicating with you.
  • Make it easy to unsubscribe. Do not hide the unsubscribe button. This questionable practice can put a bad taste in the mouths of subscribers as they feel like you are tricking them into receiving your emails. Treat them with respect and allow them to opt out of receiving your emails if they want to.

4. Deliver value immediately.

A gift by opt-in email, or lead magnet, is a free benefit that you give to anyone who subscribes to your list as a thank you for sharing their email address with you. This main magnet could be an eBook, a downloadable checklist, or a mini-version of a course, for example.

Whatever freebie you select, make sure it relates to your business and is relevant to your audience. Ideally, you want this giveaway to start building a great relationship with your followers so that they’ll be dying to continue engaging with you, and then (hopefully) sign up for your services or purchase your products.

5. Share lots of non-commercial content.

To build relationships with email subscribers, don’t be too “commercial” because let’s be honest: no one likes to be sold to. If all of your emails are selling points, you’re disabling your audience.

It comes down to tip two: always provide high quality content. Your goal is not to bombard your subscribers with uninterrupted promotional emails; it’s to build a relationship with them and cultivate trust and commitment. Try to balance your heavy marketing messages with others that tell a story or offer advice. This way when you start talking about a product or service, followers will be more likely to listen because they’ve gotten a lot of value from your brand.

6. Be personal.

As society becomes more and more virtual, people want to connect with others more than ever. They are happy to buy from someone they know. This is why it is useful to become personal in your e-mail communications.

You don’t have to share your whole life story, but you can Tell them a bit about your personal life, as long as it somehow connects with your business and the stated purpose of your email newsletter.

For example, you can talk about a business failure or how a loved one’s perspective has shaped your business philosophy. Any sort of personal anecdote that gives the reader a little window into your life might motivate them to trust you more.

While most of us don’t like to be marketed, we value relationships and relationships. It is therefore vital for brands to make their email marketing efforts subscriber-focused and personalized. Try these six tips to boost your email marketing strategy and see tangible results.

To learn more about how you can use email to achieve your marketing goals, download your free checklist below!

10 step guide to CTA email marketing

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