Over the last couple of years, there has been an ongoing debate over whether or not email marketing is still a viable marketing method in the wake of the growing trend of social media marketing. Despite the cynic's, research proves that email marketing remains more effective than social media when attracting new customers. In fact customer acquisitions from email marketing has grown by four times over the last four years. Although social media marketing is more beneficial for customer engagement, email marketing is more effective for driving sales. Yet, the biggest question email marketers still ask themselves is “how to ignite action from our audiences?”
Email marketing is only as effective as the strength of your email list. As email marketing is permission-based, the number and relevancy of those included on your email list are a contributing factor to the direct success of your email marketing campaign and the revenue it generates. Below are the ways in which email campaigns can help drive your audience/readers to an action:
Word of Mouth
Although it may seem a little old school, word of mouth is an excellent method to not only grow your email lists, but also generating brand credibility. According to an infographic by Lithium, 1000 customers can generate 500,000 conversations about a brand simply by word of mouth. Use this knowledge in your favour by offering discounts and incentives to get your audience talking and sharing with others what they’ve gained from subscribing. This is especially beneficial when running sweepstakes or giveaways, as a user must opt-in to enter for a chance to win.
Social Media
Market your incentives to subscribe to your website on social media platforms. If you’re running a contest, market the details of the contest on social media, including that registration must be completed on the website in order to enter the contest to win. Or, marketing your monthly newsletter and the details to subscribe pointing back to your website. By cross promoting, you’ll further grow your email lists and chances of audience interaction:
No matter the methods you use to grow your email lists, you must be responsible and follow both legal and moral responsibilities to create a result that benefits you and the customer. Avoid any and all spamming tactics and make the entire process as personalized as possible by making your subscriber feel valued; thus, promoting brand loyalty and positive relationships. By taking an active role and responsibly handling your email marketing, you’ll be investing in the very success of your business with a cost effective solution that generates long-term benefits.