The Best Digital Marketing Tool You’re Not Using In 2022
- lizafewellcopy
- Jul 15, 2022
- 3 min read
What is the best way to reach, convert, and retain your customers in this digital age? Instagram? Facebook? Tik Tok? What if I told you it that wasn’t social media at all.
What if I told you it’s something that has been around for 30+ years and has easily changed with the times.
Any guesses?
It’s Email Marketing!
As a business owner, you may think Email Marketing is a waste of time judging by the number of unopened emails in your own inbox, but you’d be wrong.
According to market surveys, email continues to be the #1 Marketing Tool for businesses in EVERY industry.
Why?
It's the most direct and effective way of connecting with your leads, converting them into customers, and developing them into repeat clients that grow your business for you. It also has the highest return on investment of any other marketing tool.
How good is it? How does 4200% ROI sound?
Too good to be true?
It’s not *if* it’s done correctly!
What’s the secret?
Segmented Audiences & Specialized Email Campaigns
Let’s dig in.
The Importance of Knowing Your Audience
Before you can begin segmenting your audience, you have to get to know them first. Knowing your audience is not only one of the 5 Key Steps to a Successful Email Marketing Campaign, it is *THE* most important 1st step of any successful marketing plan.
Your message must be tailored to your target audience. How can you develop HOW you are going to say something without first knowing WHO you are talking to? Each specific group of people is going to need different information delivered in different ways for maximum effect.
So, how do you get to know your audience? Well, you ask them!
12 Incredible Ideas For Collecting Information About Your Audience
Interviews
Focus Groups & Polls
Customer Satisfaction & Loyalty Q/As
Product/Service Research
Observation Research
Buyer Persona Research
Pricing Research
Market Segmentation Research
Competitive Analysis
Passive Data Collection
Brand Awareness Research
Campaign Research
The Benefit of Creating a Buyer’s Persona &
Using A Buyer’s Journey Map
After you have gathered all of the information you can about your audience, you can break them into different groups based on shared characteristics. Then you can develop an Ideal Customer, or Buyer’s Persona, to represent each segment. The Buyer’s Persona will inform how you tailor your message so that it will resonate with that group.
PRO TIP! HubSpot has a free tool to create your very own ideal customer.
Once you know WHO you are talking to and HOW to speak to them, you’ll need to find out where they are in their Buyer’s Journey to becoming your loyal customer. Knowing where they are on this map is vital to understanding WHAT messages they need and WHEN to give them.
Getting this wrong could cause you to lose them as a customer. Getting this right means that they will feel seen and heard, making them more likely to stick around to learn more!
How to Send Email Campaigns for Maximum Effect!
If you haven’t already done so, now would be the time to refine your goals for your email marketing campaign and choose an Email Service Provider (ESP) to deliver and track it. This is a crucial step that can make or break your campaign.
You will need an ESP that can segment your email list and track the emails you send to each contact. There are hundreds of ESPs to choose from, so set aside time to research and compare them to find the right one for you.
Writing Successful Email Campaigns
There are entire articles and courses devoted to writing effective emails—and with good reason. It is a complex marketing task that pulls from multiple disciplines such as psychology, sociology, copywriting, and graphic design.
Each type of campaign will need a different approach and style. However, there are some general tips you can follow to guide your writing so that your emails will be engaging, meaningful, and actionable!
Email Writing Tips
Subject lines should be actionable, personal, benefit-driven, and on-brand.
Body copy should deliver what the subject line offers.
Emails should be relevant, timely, and purposeful.
Write in the 2nd person.
Orient towards the reader 80% of the time.
Be personable and lovable!
Stay on brand but let your personality shine to connect with your readers.
Focus on benefits, NOT features.
WHY does that feature matter to your reader?
HOW will it improve their life?
Be brief, actionable, and clear.
Enjoy the Fruits of Your Labor
Like any marketing tool, email has to be used strategically to be successful. But, if you take the time to research and develop your email marketing campaign well, it will give you the HIGHEST ROI of any marketing tool available. Nothing else offers you the all-in-one ability to reach, convert, and retain your customers (for less) than an email campaign.
So, what are you waiting for? Let’s get out there and reach your clients today!
Welcome to my blog. I share tips for small businesses, copywriting tips, thoughts on marketing strategies, and fun ideas for growing your business.
I offer copywriting services for websites, digital marketing, print media, content marketing, and editing.
I'd love to hear how I can help build your
business better with words!
Amazing content. Beautifully written. Engaging visuals. !!