An email marketing strategy is an effective way to help you grow your business.
Email marketing allows you to:
- Communicate directly to your audience.
- Provide specialized information.
- Showcase your products and services.
- Earn a sizable ROI.
But there’s another benefit that’s arguably more important than any of these. In fact, without it, you probably won’t get that ROI.
Email marketing helps you build TRUST with your audience.
The best email marketing strategies don’t just sell – they connect.
Why Emails + A Good Strategy = Trust
Email marketing doesn’t mean that you send emails “on a whim” or every day. Sending them on a whim shows you’re not strategic and can convey a lack of confidence. Sending them every day – well, that’s just spam.
When you send emails to your audience, you should send them with a strategy in mind. This strategy involves a few things:
- The frequency with which your emails are sent.
- The reason behind your emails.
- The “accessories” that accompany your emails.
This means, simply, that you design a plan for your emails on a regular basis. You decide that your emails will address a particular topic, be sent on a consistent time or day, and include information relevant to your audience.
When you do this, your customers will be more likely to consider your emails valuable and they’ll grow to expect (and welcome!) your communication.
5 Ways to Use Emails to Build Trust
1. Get permission.
This is Number One for a reason. Never, ever include someone on your list who has not opted into your email marketing offers.
2. Send emails from a person.
Avoid sending emails from an “info@yourbusiness” address or from a “DoNotReply” address. This will ward people off. Furthermore, instead of sending emails from your company name, send them from your name. Your recipients will be more likely to open them, and slowly but surely, they’ll get to know you.
3. Personalize your emails.
Introduce your emails with a personalized greeting. Instead of “Dear Essential Oils Lover,” or “To Our Valued Customers,” personalize each email with the recipient’s name. Your emails should speak directly to your recipients. Leading in with “Dear Sara,” is a great way to start.
4. Send valuable content.
While your products and services are certainly valuable, your audience doesn’t always want to be sold to. If you send content that educates, informs, celebrates or solves, your customers will be more likely to open your emails, read them, and come back to you for more.
5. Include necessary “accessories.”
By “accessories,” we mean the information that you might find at the bottom of an email, or in the fine print. Those accessories include:
- Your contact information (all of it!)
- A link to your website
- Links to your social media pages
- An Unsubscribe option
It’s as easy 1, 2, 3!
An effective email marketing campaign usually has a series of emails, which are all threaded together by one theme or purpose. Whether that campaign is three emails or seven, each one must be strategically planned with a goal in mind.
When you do this well, your audience will build trust in you, and you’ll be more likely to generate more customers and maintain their loyalty.
Spicy Lemon Marketing can help you with email marketing! Contact us today to discuss how we can help.