Nurturing Relationships With Email Marketing

    Woman laying on bed looking through email on computer

    How many ways do you get in touch with your customers currently? Would you say that all of them are successful and easy to measure? Many times, marketing efforts are made in hopes that someone will see it. One way to ensure that your audience actually will see it without having to figure out the difference between reach and impressions is email marketing.

    The number one thing every business should do is build an email list. While social media is an amazing way to talk to your audience, there are a lot of hoops to jump through in terms of the algorithm, optimization, and learning how to use the platforms as a tool themselves. Also, not everyone has social media. While a vast number of people collect information from their social connections, almost everyone has an email account – and they check them pretty often.

    Email marketing is a really daunting task for many small businesses because of the amount of time it can take to create and send emails. But, email marketing can prove to be extremely valuable. Software like MailChimp or MailerLite allows you to create on-brand email campaigns and send them to different audience segments based on interests, tags, previous purchases, automation, and more. In 2021, a study by Microsoft found that the human attention span has dropped to just 8 seconds – down by almost 25% over the previous years. That is why personalizing your communication through email is extremely valuable.

    Separating your audience into segments, whether that be by frequently purchased products, the town they live in, when they last visited, or any combination of your liking, allows you to continuously nurture relationships in a more authentic and “one-to-one” approach. While sending out broad emails like newsletters is never a bad idea, personalized and dynamic content emails are very effective in capturing the viewer’s attention – because after all, it caters to their likes, location, etc. People want to feel as though they are important, and they are! That’s why an email, which goes directly to someone’s inbox, discussing things of interest to the viewer is so great.

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    One of our favorite ways to use email marketing is through automation. Do you have a product-driven business with an e-commerce website? Using “forgotten cart” emails to nurture a customer through the journey of buying a product is proven to recover 3% to 14% of lost sales. What about reviews? Reviews are the backbone of decision-making. It’s important for businesses to have them. Prompting customers for reviews can be frustrating and sometimes time-consuming. Another great way to use email automation is to send an email thanking a customer for their purchase and asking them for feedback.

    Email marketing doesn’t have to be daunting. There are so many videos, and even a MailChimp certification, that can help you learn how to use email marketing software. Creating an effective email marketing strategy means finding ways to accomplish business goals through genuine connection – something we do every day here at Tipsy Social. If you’d like to learn more about how your business can take advantage of its customer’s inboxes, get in touch!

    Author Details

    Alexis Mananas

    Hudson Valley native with a passion for people, music, Fall activities, and being with family. Serious about learning! Believes that mission and purpose are essential to small business growth.