At Corridor Consulting, we’re big fans of using Wix’s email marketing tools to reach our customers. That’s because emails, even in the age of social media and apps, still are the best way to reach customers. According to a report by Litmus, “On average, email drives an ROI of $36 for every dollar spent, higher than any other channel”. Because email marketing creates so much value, it’s important to leverage it in your marketing strategy.
However, it’s not as simple as just sending emails out to your subscribers— every email you send should have a clear purpose and a clear audience. With that in mind, we’ve assembled this guide of key types of email marketing campaigns to use for your business. Read the whole guide to start your email marketing plan!
1. Drive Traffic By Sharing Your Content
A key way to use marketing emails is to lead your subscribers to the content on your website. Whether that’s blogs, items in your shop, or other resources, shout it out in the newsletter! This will get more eyes on your content and help build a relationship with your audience. In addition, since many of your subscribers likely subscribed to get updates, sending out these emails will keep you front-of-mind for all of your customers.
At Corridor Consulting, one way we do this is through our newsletter, The Corridor Chronicles, where we share the latest marketing news and the latest content on the Corridor Consulting website:
This creates value because it shares industry news and our own content, which can help reach marketing professionals and small business owners alike. Whether you include an industry roundup or just share your latest blog, adding this campaign will help drive traffic to your website.
2. Build Awareness of Your Services
Not everyone who clicks “subscribe” is immediately ready to buy a service. That’s why it’s important to build awareness of your brand and your services through emails. However that doesn’t mean every email needs to be the same listing of your services. When thinking about emails, it’s important to think of it as a story that has a beginning, middle, and end. Even if the customer doesn’t click every email, you'll want to build a progression that can reach them where they’re at. Ask yourself questions like:
What will lead a customer to consider my service?
What are key pain points my customer is dealing with?
How can my services help them?
If I was struggling, what would I want to hear?
Then, from there, build a progression of emails that makes sense and pick subject lines that attract. For example, if you’re a woodworking company like Raleigh Woodworks, you could start with these progressive email topics:
“Tired of a Disorganized WFH Setup?”- An email empathizing with the struggles of a messy work from home situation and letting a customer know about custom office built ins from Raleigh Woodworks
“Drawer Stuck Again?”- An email about how faulty drawers can disrupt a workday and how custom storage can help create a better workspace
“You focus on the Zoom call, We’ll handle the Home Office”- An email letting the customer know that with a built in, they can have a functional office that Raleigh Woodworks can create, so they can focus on working from home
“Still Thinking About Your Dream Home Office?”- A reminder email about the custom builtins service that can revolutionize an office space
“Still struggling with Your 2020 WFH Setup?”- An email expressing all the struggles of moving to working from home in the COVID-19 pandemic and letting the customer know it might be time for an upgrade
This is just an example of 5 emails to talk about services in a different way to meet customers where they’re at. Of course, depending on your business, a different approach might work better for you. That said, thinking about the customer journey and what could help them consider using your services can make your marketing campaign that much more successful.
3. Nurture Different Email Lists
One of the most powerful parts of email marketing is the ability to define different audiences. Especially with all the benefits that Wix has to offer, people can sign up for different types of newsletters and to get different types of benefits. Someone signing up to get a downloadable guide is a different type of lead than someone that signs up for the regular newsletter, as is someone that signed up for information on your online courses. That’s why you should tailor a different strategy for every group.
Creating different emails for different subscribers can make it more likely that they’ll turn from a subscriber to someone buying your service. Just like your awareness campaigns, think about this particular customer to figure out what they want to hear from you and what services they would be interested in.
If you’re having a hard time coming up with ideas, in the email campaign creation tool in Wix, there are tons of templates to explore and try:
Experiment with these different lists and see what is converting the best. Trying these different strategies, tailored to these audiences, will only make your email campaigns stronger.
4. Generate Revenue with Automation and Customized Campaigns
One of the most powerful things about email marketing is the capacity for automation. You can send out customized emails every time a customer abandons a cart, makes a purchase, fills out a form on your website, and even send a coupon for specific actions on the site. Building these automations into your email marketing campaigns can help you generate revenue.
In addition, with customers who have made purchases before, you can create customized campaigns. By building out progressive emails based on what they’ve purchased, you can build a relationship with the customer that keeps them circulating through your marketing funnel. As you create these emails, you can see what’s working and what isn’t to build stronger campaigns.
Need Help With Your Email Marketing Strategy?
Of course, this is just an introduction on how to create email marketing campaigns. We’re well aware that even with knowing the strategy for your email campaigns, it can be tough to get started. That’s why we recommend that you partner with an experienced team that can help you get the most out of your email marketing— so you can work smarter, not harder.
If you’re looking for more help with email marketing, we’d love to talk to you further. Give us a call today, and let’s chat about what we can do for your business.