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Using email marketing in your marketing mix

Every day, 99 percent of consumers check their email. That’s an important statistic to consider when you’re thinking about the impact of your email marketing.

Email marketing delivers some of digital marketing’s greatest return on investment. There are plenty of free and low-cost platforms that make creating email campaigns relatively simple, even for beginners. Adding email marketing to your digital strategy will diversify your client connections, grow your brand and turn potential prospects into customers.

Benefits of Email Marketing

Checking email before getting out of bed in the morning is a daily habit for many. Why not use this to your company’s advantage? Email allows you to incorporate engaging visual and verbal content in a message delivered right to the inbox of a customer, client or prospect already interested in what you have to offer. How do you know? Well, they gave you their email address!

Email marketing allows you to sell products or share information with your target audience while showcasing your unique brand. Many email marketing platforms come with templates ready for you to swap in your branding and message, requiring little effort with an opportunity for a big return on investment.

Collecting Email Contacts

Before you create an email campaign, you need people to send it to. Put together an organized list of your current contacts. If you do not have a current email address book, go through your inbox to see who you communicate with daily. Don’t forget to add friends and family to the list as well so that they know what you are up to. Word of mouth advertising is invaluable!

Grow your contact list by encouraging new people to sign up for your email subscription. You can collect new emails from your social media accounts, your website or in-person. If you already use your website to collect leads, export the data and add your previous customers to your list.

Placing a contact form on each page of your website is a great way to collect information from your website visitors! Pop-up windows are another way to invite people to sign up for an email subscription. Sweeten the deal for the end user by offering a subscriber discount for new sign-ups.

Tip: For a more approachable pop-up window, keep the form short and simple. Overstock’s window pop-up is a great example:

Grow Your Business with Email Marketing

Email marketing has proven an effective strategy for businesses of all types and sizes. Here are just a few of the ways you can use email marketing to grow your business:

Brand Recognition

Email marketing allows you to promote your unique brand to current and potential customers alike. With personalized messages, you can build genuine relationships with your subscribers that build customer loyalty and trust.

Email gives your brand the perfect platform to convey a strong voice and visual identity that represents your company’s unique advantages. Incorporate your brand’s colors, logo and other visual components in your email templates to create a memorable, cohesive visual brand that resonates with customers. Use a consistent tone and voice in your email copy too.

Share Information

Stay relevant to your email subscribers by updating them regularly with any valuable information they might want to know about. Share any of your offerings, such as upcoming events, new products, sales or recent blog content to stay in touch with your customers and encourage them to engage with you. Introduce your company periodically to new contacts in a friendly newsletter and share exciting stories or company milestones to connect with your current customers on a more personal level.

Sell Products 

You can drastically boost your sales numbers with a well-designed email campaign. Highlight specific products, promote a sale or offer a discount code in a visually appealing email campaign design with convincing copy! Seasonal or holiday email campaigns can also be extremely effective since many are already in the mood to buy.

Reconnect with Customers

Email gives you the opportunity to reengage with visitors who may have abandoned their shopping cart or purchased a product on your website a while ago. Follow up with customers you’ve already interacted with in a customized retargeting email! You can use remarketing emails to encourage customers to sign up for your loyalty program, review a product they just purchased, or circle back to a product they recently viewed on your website.

Get Started with Email Marketing

If you are new to email marketing, we suggest using Mailchimp. Regardless of your industry or experience level, the features and flexibility that Mailchimp offers are unmatched. Mailchimp also allows you to automate your emails, experiment with templates, design landing pages, track email metrics and more!

Parkway Digital is a Mailchimp Expert and member of the Mailchimp Partner Program, meaning we’re serving our clients with high-quality email marketing know-how. Not only do we have access to sneak peeks, tips, tools and webinars, but we also have 24/7 Mailchimp support. If you’re thinking about adding email to your digital marketing mix, we’re happy to help!