Email marketing is a great tool for businesses to develop deeper relationships with their customers. But how do you mobilize those email list subscribers once you've got them? We discuss in this week's Five Minute Friday.
Hi guys, welcome back to another Five Minute Friday! My name is Caroline, and I’m the Digital Content Specialist here at Launch. This week, we’re starting a 3-part series all about email marketing. First on the list are email lists.
So we know email lists are important when launching a new business. Picture this: you’ve have a thousand subscribers on your email list and you’re getting more every week. But is that really good? Join as we talk about how to utilize your email list once you’ve already got them.
Email Marketing Works
We know that email can be a super effective way to build relationships with customers, both for B2C and B2B brands. B2C customers who received email offers spent 138% more than those who didn’t. And in a recent survey of B2B company respondents, 73% of them said that email marketing gave them a “good” or “excellent” ROI.
Obviously one of the most important components of a good email marketing strategy is the list of people you’re going to send your messages to. But what do you do with the people once you have them on the list? And is something like 1,000 subscribers really good enough?
To answer the first question, it’s important to think about WHERE email marketing falls in the customer journey. Let’s take a look.
Email Marketing and the Customer Journey
Email marketing really has the most impact at the Interest and Consideration stages of the customer journey. When someone subscribes to your email list, they’re saying hey, I’m interested in your brand and what you have to say. You can help move them along to the Consideration stage depending upon the type of content you send them in your emails (more on that in a future video).
List Segmentation and Cleaning
So, keeping the customer journey in mind, is 1,000 subscribers really enough to reach your goals? It can be, if you’re strategic. Use things like list segmentation, where you can get actually get a 14.35% increase in your open rate vs. non-segmented lists. This just means that you’re sending content to people based on where they’re at in the customer journey, so you’re getting a little bit more specific.
You should also make sure to regularly clean your list, which means removing people who are no longer engaging with your content. This will help you reach people who do actually want to see your content. If your emails keep bouncing for a particular subscriber, make sure that their information is entered correctly into your email marketing system before you delete them from your list completely.
As with all marketing tactics, email marketing needs to align with your overall marketing strategy. None of this is happening in a vacuum. If you keep in mind your 1) strategy and 2) the customer journey and 3) the value that you’re providing to your customers, you’ll be well on your way to a thriving email marketing program.
Thank you guys for tuning in this week! As always, if you like this kind of content, give this video a like, and if you have ideas for a future Five Minute Friday video, leave them down in the comments below. Join us again next week as we talk about what kind of content you should send to your email list to keep those subscribers engaged.