Email marketing can be hard!

You need a catchy subject line and personalization. You’ve got tons of competitors who are offering your target audience something similar to your product or service. 

But email marketing is one of the most effective and time-tested methods to find new leads and engage with your existing customers. Learning more about the perks of email marketing pays off.

Lucky for you, we’ll be covering all the ways to use email marketing to grow your business. We’ll be talking about:

But first, let’s go over some basic terms.

Email Marketing Vocabulary

Here are some basic terms you should know:

  • Click-thru-rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
  • Cold email is the first email that’s sent to a recipient without previous contact in order to start business conversations. It’s the email equivalent of cold calling.
  • Conversion rate is a percentage of potential and existing buyers that move from one stage of the sales pipeline to the next one.
  • Email marketing is a type of digital marketing that uses email to communicate commercial or fundraising messages to an audience.
  • Lead generation is the process of identifying and attracting potential customers for a business’s products or services.

Now that we’ve covered these terms, let’s get started!

Importance of Email Marketing 

Social media has exploded in recent years, but lead generation requires direct communication in a more personal way. And email marketing does this! It can create individualized content for your target audience to improve click-through and overall conversion rates.

For example:

A business that sells organic protein bars has multiple target audiences like people who enjoy hanging out with their friends in nature or people who want to eat healthy and organic food.

A social media account could make it hard to please your target audiences. A post saying how you plant a tree for every box of granola bars sold would appeal to the first group but leave the second group disinterested.

Luckily, your company can use email marketing to interest both audiences! You could send out emails about your conservation efforts to the first group and email the second group about how your products have no chemicals or pesticides.

The whole point of email marketing is RELATIONSHIPS. Your possible customers want an email where you address them by their first name instead of the generic “Hi Customer!” template. 

You could also weave in some of their hobbies or recent activity into the email. Conversations with your target audience in an individualized way are key!

Building email marketing relationships

Pro-tip: Build relationships through meaningful conversations that don’t waste the consumer’s time. 

Growing Your Business With Different Types of Email Marketing 

There are tons of different email marketing you can use to grow your business! It all depends on the goals, target audience, and budget of the company. 

Interested in what sounds like the best fit for you?

Keep reading to learn more!

Lead Generation

This is the foundation of email marketing! A company creates content that prompts prospective leads to GIVE their emails so the company can convert them into customers. This is done by communicating with a potential customer about your product or service.

Blog Subscriptions

Using email marketing so that your customers can subscribe to your blog helps your business grow because blogging can:

  • Drive traffic to your site
  • Increase your SEO
  • Position your brand as an industry leader
  • Create better customer relationships

For more tips on how blogging can build your business, check out section 4 of Online Presence Management Handbook.

Promotion and Sales Updates

Promotional and sales update emails are a simple, yet powerful way to spread the word about your product or service. The objective of these emails is to increase awareness, generate revenue, and improve customer retention/ loyalty.

For example:

promotional email marketing example

Many companies include discount codes that are only available through their promotion and sales update emails. This is a great way to get more customers to give you their emails!

Internal Company News

Internal newsletters are important tools for keeping teams informed company-wide. This is especially true for larger organizations where communication can easily be misinterpreted. Team members rely on these emails to know what’s happening around the business.

Subscription to HR Updates

HR updates post new job postings and/or internships. This will give your subscribers the opportunity to become more involved in your company and give you a bigger applicant pool to choose from!

Day to Day Challenges

The concept behind this is to keep your customers engaged with daily challenges. Try to make them fun and easy so anyone can do them!

For example:

A gym could use day to day challenges to email their customers a workout every day for 10 days straight. 

Cold Emailing

The first email you send to someone who you’ve never had contact with is key! You’ll want to make a good first impression. Doing this can push your leads closer to the buying stage.

Cold emails show better CTR’s when they’re more personalized. Try to also have a catchy and short subject line. Sending a successful email is sure to pave the way for future contact. 

Pro-tip: Use gifs, images, or emojis to enhance the warmth conveyed in your cold emails. Just look at how cute they are!

Use Email Marketing to Connect with Consumers & Grow Your Business

Using email marketing allows you to spread the word about your product or service, and most importantly build relationships. It can grow your business by:

  • Increasing brand recognition
  • Connecting with your target market
  • Expanding your network
  • Attracting new opportunities 
  • Educating your current clients

The personalization and freedom you have in email marketing make this one of the strongest ways to connect with consumers online and grow your business!

Want to Build Your Company’s Online Presence?

Now that you’ve learned more about email marketing, do you want to get some footing in the growing e-commerce market? Reach out to our team of digital marketing strategists at today!


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