Email marketing is one of the best ways to establish a business online. It can reach out to target audiences directly, and when used correctly, it can establish a business as trusted and reliable.
According to one research, email marketing generates around 4200% returns on investment. But what makes email marketing so engaging? How has it become the go-to solution for businesses and brands to use when they need engagement? Let’s find out.
What is Email Marketing?
Email marketing is one of the leading online marketing strategies today. The process involves sending emails to target audiences with hopes of generating a reaction and increasing engagement. Usually, emails are sent for a variety of marketing purposes, such as:
- Building awareness around a business or product;
- Drive traffic to a platform, be it social media, blog, website, etc.;
- Share news, promotions, and offers;
- Cultivate customer loyalty by keeping them in the loop;
- And leverage content to drive conversions.
Email marketing is quite versatile, and it can be used in various ways. For instance, a lot of businesses ask you to sign up for a newsletter or any other subscription system. As a result, you’d get emails related to every offer, discount, promotion, or even when they post content.
This is one of the leading ways businesses drive traffic towards their online platform. And as a result, it increases their online authority and
4 Ways Email Marketing Engages Customers
Now, let’s talk about email marketing’s capability of engaging customers and how it manages to do that. Here are four key pillars of email marketing and how it engages customers:
1: Building Awareness
One of the first things that email marketing does is build awareness. As mentioned before, it can be used in many ways, and brands/businesses make the most of it by nurturing leads, drawing customers, and advertising their business or products in general.
Think about it: you wake up and find an email presenting a product or brand—the kind that you’ve been looking for. Don’t think magic is involved because that’s just how algorithms work, and the research of that business showed them that you are their ideal customer.
This sort of demographic research helps businesses understand just who they need to advertise their business or product to. So, the five key pillars of email marketing building brand awareness include:
- Targeted distribution of content;
- Regular communication with target customers;
- Personalized messaging that meets customer demand;
- Brand storytelling for optimal results;
- And social media integration for maximum communication.
That’s how email marketing leverages communication to build awareness. That’s also why a lot of marketing experts think of email marketing as the leading strategy for new businesses and start-ups.
2: Providing Value and Relevant Content
One of the key ways email marketing engages customers is by offering valuable and informative content. This means you have to be informative and educative and provide relevancy in your text. This is a driving force of any email marketing strategy.
That’s why providing value and relevant content to your target audience is one of your responsibilities. This can be done by thoroughly strategizing the content creation and leveraging various tools. For instance, you can use the AI Email Writer by Prepostseo to write an email like this.
Aside from this AI email writer, you can use various other tools to create outstanding content. Besides, you can use many other tools to make your content more relevant and original. For example, you can use the following tools to ensure originality and relevancy:
- Plagiarism checker to ensure originality;
- Tools like Hemmingway to write original and engaging text;
- And grammar checkers to ensure error-free content.
Using or leveraging these tools can help you gain the most advantageous aspect of email marketing: building authority as a trusted brand or business. And the more you focus on writing relevant and original content, the easier it will be to achieve that goal.
3: Personalization and Segmentation
Personalization is one of the key elements of a marketing email. If an email addresses the target receiver by their name, then they’re naturally made to think it’s made for them. However, the personalization potential of email marketing goes beyond just referring to you by the name.
Another key thing that drives engagement through email marketing is segmentation. It allows businesses to leverage key information and drive customers, such as:
- Purchase history;
- Demographics and psychographics;
- Interests and hobbies;
- And engagement levels.
For instance, if a user is an avid social media user, then that data can be used to send emails to such users.
Or, if users have purchased similar products or services in the past, then they can be sent emails with offers, discounts, etc. Usually, such emails contain a better proposition than the products they have already gotten.
4: Driving Traffic
Be it social media, websites, or blogs, emails can help you bring traffic to them. Every email you receive has some sort of information attached to it, such as social media icons or website addresses. This is to provide a lead where users can click and follow up on the contents of the email.
Besides, it’s important to employ a few tricks to drive traffic, such as:
- Providing opportunities to engage, such as answering questions or sharing opinions;
- Adding strong CTAs that compel the users to follow up;
- And using exclusive offers and promotions.
Some emails just point you towards it with “click on the website below” or “follow us on social media networks by clicking buttons below.” It all depends on the type of business it is, but there’s no denying it can be used as a means to drive traffic to a business.
Conclusion
There you have it, folks, the way an email marketing campaign can engage customers. You need to thoroughly strategize your campaign; whether you use tools, programs, etc., strategizing an email marketing strategy will give you an upper hand over your competitors and also ensure guaranteed engagement from your customers.
