Using Email Marketing to Communicate with your Customers

Email marketing has been proven to be one of the most effective tactics for reaching your customers. 86% of US digital marketers use email marketing regularly to communicate with their customers (Gigaom). 

The key word there is communication. Email marketing does not always have to be a marketing or sales push, it can be a conversation with your customers and even your potential customers. Building your brand relationship is very important for getting those customers to come back to your brand when they are in need of your product or service.

Here are some of our favorite ways to get those conversations started (and keep them going).

  • Seasons

    Seasonal changes are a great time to pass on information about preparing for changes in weather. If you have a blog, you can send out an email update featuring some of the greatest tips or checklists. As an extra bonus, if it’s appropriate you can do a secondary sales plug to promote your product or service. Use your information as a way to validate the need with being over the top sales-y.

  • Holidays

    Holidays are often centered around sales promotions, especially for gift giving holidays. Many customers are looking for great deals and discounts, so it may be in your best interest to be ready and available when they are ready to buy. If you’ve been regularly communicating with your customers, they may already be looking forward to receiving your email. However, even if you don’t have any promotions you can still use the holiday to send a greeting. Sending your customers a “Happy Holidays” or “Welcome Spring” message can be a great opportunity to be more personal, like receiving a greeting card in the mail. This is another touch point and a way that can differentiate your brand from competitors.

  • Events

    Events of any size can be promoted via email. This can be especially beneficial in gaining attendees with the use of landing pages, sign up forms and social sharing. Don’t forget to send the reminders!

  • PR/Internal News

    If something special has happened within your company, let your subscribers know about it! Sending notifications about awards, recognition and new releases are all ways to positively build that brand relationship.

  • National/World News

    The internet has made news so much more readily available to us, and social media has really brought it into our live feeds. Your subscribers are exposed to news, both good and bad, on a daily basis. With careful consideration, you can relate to recent news via an email blast. 

  • Just Because

Why not just say hi to your subscribers? If it’s been a while, maybe you should just pop into their inbox as a friendly reminder. Check out those lists of crazy National Holidays and see if any relate to your brand personality, product or service.

Even with all this in mind, it’s not always about quantity—you need to have strategic frequency based on your other marketing efforts and email analytics. Plus, it has to be quality content as well (check out our blogs on content for some great ideas!). Keep in mind you can use all of the above ideas paired with targeting and segmenting to really reach out to your subscribers with messages that are actually relevant to them. More information on ways to segment and target your audience in a future post. Stay tuned…