Is email dead?
Or the more important question to ask is, is email marketing dead?
In the current and highly competitive digital age we currently find ourselves living in, it could feel like we receive anything from 5 to 15 newsletters a day.
We either open and close, open and read, or just delete these marketing emails. But it is important to know that email and email marketing are FAR from dead, and ensuring your newsletters are read is what matters.
What Is Email Marketing
Email marketing is a powerful tool used to create product or brand awareness and generate leads or sales, and involves sending informational and promotional content to your mailing list.
It is a type of digital marketing method that uses emails (like newsletters) to engage with your business’s audiences (more specifically, the audience who actively signed up to hear from you).
Why Email Marketing Matters
Direct And Personalised Communication
Email marketing allows your business and brand to reach your audience directly in their inboxes. Unlike social media posts or online ads that might get lost in the shuffle, emails provide a more personal touch. It can be customised to include your recipient’s name, preferences, and purchase history, creating a personalised experience that is more likely to engage and convert.
High Return On Investment (ROI)
Email marketing is renowned for its impressive ROI. According to a 2020 report by Litmus, the average ROI for email marketing is $42 for every dollar spent.
In a 2021 survey of marketers in the United Kingdom, it was discovered that each pound spent on email marketing yielded an approximate return of £38. This marked an increase from the previous year, when the return was £35 per pound.
This high return is due to the relatively low cost of sending emails compared to other marketing strategies like creating pamphlets or billboards.
Building And Nurturing Relationships
Newsletters are a fantastic way to build and nurture relationships with your customers. Regularly sending valuable content help keeps your brand at the forefront of your customers’ minds. Whether it is sharing industry news, company updates, behind the scene content, or tips and tricks related to your products, newsletters help establish your business as an authority in your field and foster a sense of community amongst your subscribers.
Driving Conversions And Sales
Emails can drive significant traffic to your website and boost sales. Through strategic calls-to-action (CTAs), promotional offers, and personalised product recommendations, email campaigns can guide your recipients through the sales funnel, from awareness to conversion.
Measurable And Scalable
One of the key advantages of email marketing is its measurability. Marketers can track open rates, click-through rates, conversions, and other metrics to measure the effectiveness of your digital campaign. This data-driven approach allows for continuous optimisation and scalability, ensuring that all your marketing efforts are always perfectly in tune with your business goals.
The Importance Of Welcome Mail Sequences
A welcome email sequence is a series of automated emails sent to new subscribers to your newsletter. This sequence is often overlooked, but let it be known, it plays a crucial role in setting the tone for the relationship and can significantly impact customer retention and engagement.
Most companies send a simple “hello, thank you for subscribing” email.
However, is that enough?
NO, it is not.
You need to immediately showcase WHY subscribing to your newsletter was worth your potential customer’s while, and use it to introduce yourself to your services and set the tone for what is to come.
First Impressions Matter: The initial interaction with a new subscriber or customer is critical. A well-crafted welcome email sets the stage for what they can expect from your brand. It is your golden opportunity to make a positive (and great) first impression, introduce your brand’s values, and show new subscribers that they have made the right choice in joining your community.
Building Trust And Engagement: Welcome sequences help build trust by providing valuable content right from the start. Instead of bombarding new subscribers with sales pitches, a good welcome sequence will offer helpful information, tips, or resources that align with their interests or needs. This approach not only engages your readers but also positions your brand as a valuable resource (and dare we even say, a friend).
Setting Expectations: Through a well thought-out welcome sequence, you can set clear expectations about what subscribers will receive in the future. Whether it is a weekly newsletter, exclusive offers, or important updates, letting your subscribers know what to expect helps reduce unsubscribe rates and increases anticipation for your emails.
Encouraging Initial Engagement: A welcome sequence can also guide new subscribers towards engaging with your brand early on. This might include encouraging them to follow your social media channels, visit your website, or make their first purchase. Early engagement is crucial as it increases the likelihood of long-term loyalty.
Gathering Data For Personalisation: Welcome emails can be used to gather more information about your subscribers. By including surveys or preference centres in your welcome sequence, you can collect data that will allow you to further personalise your future communications. This personalization leads to higher engagement rates and a better overall experience for your subscribers.
Crafting An Effective Welcome Sequence
Creating an effective welcome sequence involves several key elements, including your timing and frequency, your content, your call-to-actions, and how well you personalise it.
- Timing And Frequency: As soon as a new subscriber subscribes, send your first welcome mail (a great welcome email sequence usually consists of three mails). To summarise, start with an immediate welcome email, followed by one or two emails spaced out over the first week or month. Avoid overwhelming your new subscribers but do try and stay at the top of their minds.
- Valuable Content: Each email should provide value. This could be in the form of educational content, exclusive discounts, or helpful resources. Start by introducing who you are, talk about your ethos, and why subscribing was a great idea.
- Clear CTAs: Every email should have a clear call-to-action, whether it is to explore your website, check out a blog post, or make a purchase. EVERY EMAIL SHOULD HAVE A CLEAR CALL-TO-ACTION.
- Personalisation: Use the data you have about your new subscribers to personalise the content as much as possible. Address them by name and tailor the content to their interests or past behaviours.
View this post on Instagram
To Summarise
Email marketing and newsletters are indispensable tools for modern businesses.
They offer direct, personalised communication that can drive significant ROI, build relationships, and boost sales. Within this strategy, a well-executed welcome email sequence stands out as a critical component.
By making a positive first impression, building trust, and encouraging early engagement, a welcome sequence can make all the difference.
It can nurture long-term customer relationships and thus achieve marketing success.
Follow Us