How to Use Email Marketing to Keep Your Customers Coming Back


 


Imagine having a direct line to your customers' inboxes, where you can share valuable content, and exclusive updates, and build lasting relationships. Email marketing makes this possible, offering a powerful tool for businesses to connect personally and effectively with their buyers.

As internet access and the digital economy in Nigeria continue to expand, more businesses are turning to email marketing to reach their customers. According to a report by McKinsey & Company, this shift is cost-effective and highly engaging, as it encourages frequent customer interactions that ultimately drive sales.

Consider this: Recent studies show that for every 1,000 Naira spent on email marketing, businesses see an average return of 50,000 Naira. This impressive ROI highlights the potential of email marketing to transform customer engagement and business growth.


Benefits of Email Marketing 

In 2022, the number of email users worldwide was forecast at 4.3 billion (Statista, 2021). This data clearly shows that email marketing is an opportunity that businesses, no matter how small, should not be missing out on. You have the power to reach customers and sell your products or services 24 hours a day, 365 days a year through email marketing.

However, email marketing isn’t just about boosting sales. It’s also about building relationships between businesses and customers. This is the cornerstone of effective email marketing as it builds trust and loyalty between customers and businesses.  

By delivering relevant content via email tailored to customer preferences and behaviors, you can forge deeper connections and keep your business at the forefront of their minds.  

Leading online stores like Jumia and Konga owe a significant portion of their growth to personalized email marketing strategies. By targeting specific customer segments with tailored messages, they’ve managed to expand their reach and significantly boost sales. 




How to Do Email Marketing Right

Choosing the Right Platform

Using the right email marketing platform is crucial for fine-tuning your email marketing efforts. Whether you need support with your campaigns or want to explore different features, there are several paid and free platforms to choose from. Popular options include HubSpot, Constant Contact, Mailchimp, and other Mailchimp alternatives that cater to various business needs.

Mailchimp is widely used for its user-friendly interface, making it accessible even for beginners. The platform provides drag-and-drop email builders, pre-designed templates, and step-by-step guides, simplifying the process of creating and sending email campaigns.

One of Mailchimp's biggest draws is its free plan, which is perfect for small businesses and startups. The free tier allows users to send a limited number of emails per month to a restricted number of subscribers, offering a cost-effective way to get started with email marketing.

Evaluate features such as deliverability rates, customer support, and scalability to determine the best fit for your business. What features do you prioritize in an email marketing platform?

Segmentation and Personalization

Customers are different, so why send them all the same email? Understanding your customers and their individual needs is key to delivering valuable content. Segment your email list based on factors such as age, purchase history, and past engagement. This allows you to send the right emails to the right people.

Use your customers’ names in the emails and recommend products based on their previous purchases. Personal touches make your emails more effective and increase the chances of them being opened. How personalized are your current email campaigns?



Use Automation

Why do all the work manually when you can automate it? Many email marketing platforms allow users to set up automated emails for tasks like welcoming new subscribers, reminding customers about items left in their cart, or re-engaging inactive customers.

Automation ensures your messages are timely and relevant. Businesses that use email marketing automation have seen conversion rates as high as 50%. Imagine the time you could save while still maintaining a personal touch with your customers.

Create Valuable Content

You don’t want to bombard your customers with emails they don’t need, so it’s crucial to deliver content that adds value and offers useful insights. Instead of focusing solely on promoting your products, consider sharing a variety of engaging content that resonates with your customers.

Start by providing helpful tips that address common problems they face. For instance, if you’re in the fashion industry, offer styling advice or care instructions for different types of fabrics. If you’re in the tech industry, share troubleshooting guides or productivity tips.

Incorporate customer stories and testimonials to add a personal touch. Highlighting real experiences and success stories helps build a community around your brand and shows potential customers the value you provide. These stories can also serve as powerful social proof, encouraging others to trust and engage with your business. What types of content do your customers find most valuable?

By consistently delivering valuable and varied content, you build trust with your readers and keep them interested in your business. They’re more likely to look forward to your emails, increasing engagement and fostering long-term relationships.


Getting Started

Build Your Email List

Grow your email list by adding sign-up forms to your website, using social media, and offering incentives like discounts or freebies. Customers are more willing to give their emails if they’re getting value in return.

This step involves filling your email list with eager prospects excited to hear from you. There are many creative ways to build your email list (and, no, purchasing emails isn’t one of them). What creative methods have you used to grow your email list?

Building your list effectively comes down to two key elements: lead magnets and opt-in forms. These tools work together to grow your subscriber numbers.

Use Lead Magnets

A lead magnet attracts prospects to your email list by offering something valuable for free in exchange for their email address. However, people have become cautious about sharing their personal information, so you must provide something truly valuable. Think about a lead magnet that is relevant, useful, and makes your customers’ lives easier.

Here are a few types of lead magnets you could create:

  • Ebooks
  • Infographics

  • Reports or studies

  • Checklists

  • Templates

  • Tools

If resources are limited, repurpose existing content to create your lead magnets.

Create an Enticing Opt-In Form

Your opt-in form is the gateway between your prospects and the incredible asset you’ve created for them. Here are some tips for creating an enticing opt-in form:

  • Design: Create an attractive design and attention-grabbing header. Ensure your form is branded, stands out from the page, and entices people to sign up.
  • Relevance: Make the copy relevant to the offer. The information on your form should truthfully represent the offer without deceiving potential subscribers.
  • Simplicity: Keep the form simple. Ask for only the most essential information, like first name and email. This ensures you don’t overwhelm prospects on their first interaction with you.

By focusing on these strategies, you can grow your email list with genuinely interested prospects, setting the stage for successful email marketing campaigns.

Measure and Improve

Keep track of how your emails are performing by looking at open rates, click-through rates, and conversions. Test different subject lines, content, and calls to action to see what works best. How often do you analyze your email marketing metrics?


Conclusion 

By focusing on these strategies, you can use email marketing not just to sell, but to build lasting relationships with your customers, keeping them coming back for more.

And remember, the more you help your subscribers, the more they will want to hear from you and look forward to opening the emails that you send.

What email marketing tips have you found most helpful for your business? Feel free to share your thoughts and experiences in the comments below!









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