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What Is Email Marketing and Why Is It Important?

Email marketing involves the use of email to cultivate new leads, develop trust, and encourage new and repeat business. Unfortunately, when people hear the term “email marketing,” many of them think about the constant stream of advertising emails sent to their inbox that they delete without reading.

Email marketing doesn’t have to (and shouldn’t) involve spam and aggravating tactics, though. Well-crafted, personalized, and targeted emails are an indispensable tool for converting potential customers, especially when paired with powerful, proven marketing automation strategies.

At LaFleur, we know that one of the most important techniques for maximizing conversions through email marketing involves targeting specific audiences with content catered to their individual needs and interests. Below are some of the broad groups — including potential and former customers — that your contacts can be broken down into and some of the types of email marketing content that we can create and distribute to those groups.

Utilize Email Marketing to Get More — and Better — Potential Customers

The diversity in demographics, needs, and interests among potential customers is too varied to meaningfully market to them as one large group. This is the reason most people don’t bother to open the bulk of marketing emails they receive — most of these emails try to appeal to everyone and end up interesting no one.

At LaFleur, we understand this pitfall of email marketing, and we use the power of data to avoid it. We can track a potential customer’s activity on your website, including how they arrived on your site, what pages they visited, how long they stayed on each page, and more. We can then incentivize them to provide their contact information with compelling content or free download offers for in-depth assets like ebooks and infographics.

Using the information we capture, we can make clear and accurate determinations about the type of email content that best applies to the prospective customer’s potential needs. Then we can use a wide variety of email marketing techniques to engage with them in a highly personalized and effective way.

Some examples include:

  • Email Drip Campaigns — A drip campaign will send a specific sequence of emails over time to a given contact as soon as they opt in. For example, if a potential customer downloads an ebook related to one of your products or services, we can send them a series of emails that specifically relate to it: more details about the product or service, comparisons with similar offerings, the benefits of choosing your business, etc.

Drip campaigns help guide people through their buying journey without constant outreach from you or your staff. By providing information and guidance at every step of that journey, you build trust and credibility. That way, by the time a customer is ready to reach out to your business, they’ve been nurtured into an ideal lead — and if they don’t need your products or services, you won’t waste valuable time chasing them down.

  • Targeted Email Sends — Many situations call for a single targeted email send to a specific group of potential customers: hosting an event or webinar, running a contest or giveaway, trying to re-engage with potential customers who have fallen off your radar, and more.
  • Email Newsletters — Regularly sending an email newsletter is an excellent way to stay at the forefront of potential customers’ minds. After all, even if someone doesn’t need your products or services at the time they opt in to your email communications, they may need help from you months or even years down the road. Staying in touch with them over the long term will ensure that your business springs to the front of their mind when they do need you.
  • Informational Email Courses — Providing an email course can be a highly effective way to get new leads into your email marketing database and establish you (or your business) as a thought leader in your industry. By educating potential customers about something they are interested in and sharing your unique insights, you establish yourself as a trusted resource that they can turn to if they need help.

Nurture Your New and Existing Customers with Email Marketing

Potential customers may be the primary focus of your marketing efforts, but they aren’t the only individuals you’ll want to target with email marketing campaigns. For example, when you have new customers, you want them to feel like they are getting the help, attention, and service that they need. You also want to build trust with these new customers and instill confidence in your business. Creating that relationship requires unique, customizable email marketing approaches.

Once a potential customer becomes an actual customer, we can stop sending them emails from campaigns that no longer apply to them. Then, we can start sending new emails with content such as:

  • Information about the specific product or service they are purchasing
  • Answers to frequently asked questions (FAQs)
  • Qualifications, resources, skills, staff, or other benefits that your business offers
  • Tips to help them get the most out of their relationship with your company
  • Surveys at different milestones to help your business better understand the customer journey and improve your practices
  • Anything else that you want to communicate to your current customers

We can also work with you to find the types of information-gathering tasks and routines that you and your staff spend unnecessary time on during the new customer acquisition process. We can then create email campaigns for your customers that pre-emptively gather and organize this information so you and your staff can focus on more important things. These emails can even look exactly like they came from your inbox (or anyone else at your business) if you want them to.

Maintain Relationships with Former Customers Through Email Marketing

Whether through word-of-mouth advertising, offering testimonials, providing online reviews, taking exit surveys, or any number of other actions, your former customers are an integral part of your business and your brand, and you don’t want to end your relationship with them after a sale.

With customizable groups and automation tracks, we can send emails specifically to your former customers. Messages that may be particularly relevant for former customers include:

  • Requests for Reviews — If your customers have had a positive experience with your business, you’ll want to leverage that opportunity to capture positive reviews on platforms like Google, Facebook, Yelp, and others. Automated emails can provide detailed instructions and reminders for completing reviews.
  • News About Your Company — Once you’ve established a relationship with a customer, you’ll want to nurture that relationship by providing updates about your company. This can be done through one-off emails discussing awards, accolades, etc. Alternately, you can regularly send a customized newsletter to your former customers that includes news, calls for recommendations, details about upcoming events, and other information that’s relevant to them.
  • Updates From Your Website — Potential customers are not the only individuals who can benefit from reading the content you publish on your website. By publicizing your recent blog articles and other content via email, you can increase engagement, draw attention to specific products and/or services, and more.

Stand Out in Your Professional Networks Using Email Marketing

You and your staff likely have close relationships with colleagues and other businesses in your industry, professional organizations, and/or media outlets. The emails you send to these groups should have different messaging from those you would send to potential, current, and former customers.

And even though you may not be directly marketing to outside organizations, the emails you send make a statement. Maintaining relationships with your professional contacts through newsletters, case studies, commenting on important news in your industry, and other means will help keep your company’s name in circulation and draw in more customers.

Create an Engaging, Personalized Email Experience With LaFleur

Of course, even if an email gets to the right person, it still needs to be well-crafted and personalized to make an impact and maximize the potential for generating new business. The same level of care and effort we put into creating content marketing materials goes into writing emails for your business. From directing leads through the existing conversion structure on your website to encouraging direct action, we create high-quality, personalized email content that gets results.

If you want to start taking advantage of cutting-edge email marketing techniques to generate more business, call us at (888) 222–1512 or complete our simple online contact form today.

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