How do companies effectively use email marketing?

Every marketer’s dream is to send emails to the most promising prospects and get a flood of positive responses. And although technology has changed the way consumers buy, the human brain hasn’t changed, so this dream is possible.

Our brain reacts the same way it did a thousand years ago. This is great for marketers because we can use psychology and persuasion to influence consumer buying decisions.

Email marketing is still lucrative as most consumers now regularly access their emails on their smartphones when they are on the move. Email therefore remains a preferred form of communication.That said, many email news messages are ignored or, even worse, reported as spam.

To use email marketing effectively, you need to build trust and credibility. Therefore, your emails must be relevant, personalized and attractive in order to build trust and credibility.

1. Devenez digne de confiance

It is essential to define expectations in your first welcome email and in your membership offer. For example, if you promise to send your subscribers daily advice by email, you will only gain credibility and trust if you send your emails every day. Meeting and exceeding expectations builds credibility both consciously and unconsciously.

The more you keep your promises, the more trustworthy and credible you will become. For example, you can say in an email that you will participate in a special question and answer webinar where you can answer questions from your subscribers. Then hold the webinar, record it and promote it on your mailing list.

Although most of your subscribers will probably not watch the live webinar or its replay, they will at least know that you have kept your promise.

    2. Make your membership offer

    Most marketers put a lot of resources into the beginning of their relationship with their mailing list. However, it is essential to note that if you break the membership process, you will be starting off on the wrong foot.

    So make sure your links work and deliver what you promised to the best of your ability. And if you want to be sure you’ve done your best, one way or another, you’ve exceeded your expectations.

    3. Dégagez de forts avis et tenez-vous-en à elles

    There are many ways to talk about an issue and take strong positions. This will set you apart from the competition. However, it should go beyond branding and positioning.

    For example, if you are a fitness trainer and have a strong opinion about the harmful risks of long, slow cardio, subscribers will associate you with that opinion. And those who agree with you will be happy that you are firm on this issue.

    Yes, your position may change over time, but you should explain to your subscribers why you are departing from your previous statements. So don’t be one of those marketers who make a reputation for saying anything that will generate a sale, because your subscribers will learn not to take you seriously over time.

    4. Meet your deadlines

    Like any other type of digital marketing, a strict publication schedule is crucial to building credibility in email marketing. Don’t forget that if you send emails too often, you’re going to piss off your subscribers. And if you send too few emails, your subscribers will start to forget about you.

    Try to find the right frequency at which you should send your emails. Three or four emails a month is a good way to start.

    Also remember that if you tell your customers that you’re making a five-day sale on your most popular products or that a special offer disappears after three days, you lose credibility if you don’t meet the deadline.

    5. Faites attention à ce dont vous faites la promotion

    You don’t want customers to unsubscribe from your list because you keep bombarding them with promotional emails, especially if they expect to receive more valuable content. Nevertheless, the purpose of an email marketing strategy is to promote your products or services.

    By being selective with what you promote based on factors such as product views, past purchases and wish lists, it will make you more attractive to your target customers. So personalize your emails in a way that makes subscribers feel that you value them as individuals rather than as email addresses in an endless list.

    Due to the huge amount of spam on the web, consumers are increasingly suspicious of the person they give their email address to. Attention span and patience are more limited than ever, so you need to prioritize the subscriber experience and offer relevant content if you want to build a positive brand through email marketing.

    Conclusion

    Sending marketing e-mails to customers remains one of the most effective strategies for business success. But it has become much more competitive in recent years, as savvy readers are becoming more and more perceptive as to why they have registered their email address. Nobody likes spam, after all. And when you’re fighting for attention in a busy inbox, you need to make sure that your message not only stands out, but is read and action is taken.

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