How to Attract New Customers Through Email Campaigns

In this digital era where social media seems to be the most popular form of communication, you might think that email marketing campaigns are a thing of the past. This is partly true as more and more companies embrace the power of social media and use it to engage with and talk to customers in real-time. Through different platforms, they can create a brand identity that sticks with their target audience.

However, according to a report by McKinsey, email is actually 40 times more effective compared to Facebook and Twitter when it comes to customer acquisition. This means that if you want to gain new customers, your best bet is to launch an email marketing campaign for your company.

Emails are one of the most effective ways of building a personal connection with your audience after all. And although the common rules apply when creating an email marketing campaign for your business, such as having a compelling subject line, creating engaging content, and using personalized messaging, there is more that goes into an email marketing strategy.

Provide Context

Aside from the usual factors you should consider when crafting your emails, you must provide your target audience with context as to why they’re receiving your emails. It would be quite surprising for them to suddenly receive an email from your business without any prompt.

You can easily give them a context for your emails by looking at which stage of your lifecycle email marketing strategy they’re in. Lifecycle email marketing is a way of grouping your customer base into the various stages of their journey before they become long-term customers. Depending on the stage they’re in, you can customize your emails so that they’re relevant and helpful to users during that particular moment.

• Onboarding: Onboarding emails are used to welcome users to your mailing list and tell them more about your company. This is also where you encourage them to complete their profile, remind them of a free trial, or encourage them to move on to the next step of the process.
• Subscriptions: This type of email mostly consists of blog posts, newsletters, announcements, and other messages that aim to inform the reader.
• Promotions: Promotional emails contain special offers, invitations, and discounts that benefit your target audience and gain their loyalty.
• Transactions: These emails are sent whenever a user transacts with your company in the form of sales. Transactional emails are meant to foster a deeper relationship with your target audience and update them regarding their order or account.
• Response to Behavior: You can send emails to your target audience whenever they complete an action or behavior. This could be anything from rating your product or service to filling out a survey or abandoning a cart.

Ask for What You Want Them to Do

You can use your emails to nudge your target audience into the next step that you want them to take. However, if you keep on using subtle hints, they might misinterpret your clues and completely miss what you’re trying to tell them.

So, you need to be clear whether you want them to give feedback on your product or service, buy a product, or check out a promotion. Tell them what you want them to do in your subject line and content. Then, back it up with your call-to-action button to seal the deal.

Set Expectations

If you want to stay on top of the mind of the new customers you’re trying to acquire, you should send them emails regularly. To do this properly, set expectations with them right from the start as to how frequently they should expect emails from you.

This way, your target audience will know what to expect and won’t miss any updates from your company. Doing so can also improve your email’s open and click-through rates.

To properly set expectations with your target audience, you should explicitly tell them how often you will send them an email, whether daily, weekly, or monthly. Then, you need to be consistent with this promise. You can also use an email marketing software to ensure that you never miss any emails you need to send.

By delivering on your promise, you show how much you care about your target audience’s time and want to build trust with them. This will make them more likely to open and engage with your emails and even purchase from your brand.

Once you have a regular schedule for sending your emails, you can send an additional, unexpected special offer out of nowhere. Doing this keeps your audience on their toes and paying attention to your messages.

Give Them Something Special

Emails are a great way to tell users more about your company and what you do. However, your target audience might get bored if you keep talking about your brand without giving them anything in return. After all, why should they spend their time reading about your business if there’s nothing in it for them?

To avoid this from happening, you should give your target audience something special every once in a while. It could be anything from eBooks, exclusive promos, or even useful tips. Doing this will make them more willing to open and engage with your emails and make them more loyal to your brand.

Keep Learning

Even if you’ve already been running email marketing campaigns for years, there’s no harm in learning. To discover new methods that you can use for your campaign, continue reading and learning about effective email marketing strategies.

You should also stay up to date with email marketing trends. Different trends show up every year, and if you’re not updated, you may have trouble staying ahead of your competition.

By keeping up with the latest trends in email marketing, you can make sure that your campaigns are effective and reach the maximum number of users every time.

Learning from experts is also essential if you want to stay on top of your email marketing game. By listening to the insights of email marketing professionals, you’re getting a new perspective on how to analyze your strategy and discover new ways to improve your approach.

Keep Working on Your Email Marketing Strategy to Acquire New Customers

Email marketing is an effective strategy for getting in touch with people and encouraging them to support your brand. Aside from the common factors you should worry about, like subject line, content, and CTA button, you must also consider the ones listed above. Doing so will allow you to provide your target audience with a better experience when opening your emails and getting to know your brand.