Email marketing is an effective tool to recruit, manage, and maintain a customer base that is interested and engaged with your brand. The best part? Email marketing is easy to learn and doesn’t break the bank.
By
Nathan HoareNathan Hoare
Acquisition
Acquisition emails focus on transforming subscribers into customers. These are the individuals who have given permission to be added to your mailing list but not yet clicked the purchase button.
Collate an email of aesthetic images, attractive offers, and informative content about the benefits of your products. Incentives to purchase come from high quality products but also strong brand image and message.
Targeted emails that include products that the subscriber has clicked on in the past can also be effective. This makes your email more personalised and is more likely to lead to a purchase as the email is more of a nudge as the reader has already expressed interest in the product.
Top Tips
Don’t have misleading headlines in your emails.
While you may get a higher open and click through rate initially, over-promising and under-delivering will only alienate potential customers and lead to unsubscriptions.
Offers for first time buyers can encourage a sale and adding a deadline for the offer will increase the number of purchases.
Make it easy to unsubscribe. Respect your subscribers’ autonomy by making it quick and easy to unsubscribe from email marketing. It isn’t worth damaging your business’ reputation by making subscribers jump through hoops.
Retention
Retention emails focus on customers who have been inactive for a while, and may need a reminder of why they should purchase from your business again.
These types of marketing emails are really key as it costs a lot more to acquire customers than it does to retain them. Don’t waste the money and time that you spent acquiring subscribers by not capitalising on having access to their inbox.
📌 What are the 4 main types of email marketing? (Rajkot)
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