As the world around us becomes increasingly connected through the internet and its slightly more nebulous cousin, the Internet of Things, it’s become an expectation that whatever web- or mobile-based transaction we make should ping our inboxes with a digital receipt.
While this seems like an inopportune place to market your company, the reality is these confirmation messages are prime email real estate.
These types of emails can come in a variety of different flavors. Depending on what type you choose, this method of email marketing can earn you more clients. Whether it’s an actual, honest-to-goodness business transaction; a thank-you email; or a welcome message, you’ll be establishing a persona for your brand every time you send one out.
The best part is most of these emails are automated, so it requires zero additional effort after the tools have been put in place.
The guiding principle of each confirmation email variation is simplicity. Distraction, confusion or anxiety caused by your message’s layout will lead to unsubscribes. On the other hand, cleanliness, directness, and personality will solidify your relationship with your reader. This inevitably will lead to more repeat business and more satisfied customers.
Keeping a pulse on your readers’ interests and browsing habits are not only tantamount to a successful email campaign - they’re incredibly important to help your business flourish, too. Surveys are a great way to get direct feedback from your readers. They're also a way that data from email marketing can earn you more clients.
Host surveys on your business’s website. For an easier route, host a survey on an external site. This approach has a number of benefits, including easy-to-use form construction and simple data aggregation. For those who like to be more in control of a survey’s contents, a survey hosted on your own domain offers you the most creative and analytical freedom in how you execute your survey.
If you’re hosting a constantly-evolving and growing event, you’ll want to have a way of telling your registered attendees of whatever changes occur as they unfold. Updates like these are great ways to attract even more guests and publicity. This is the purpose of a Single-Focus Content message or a Dedicated Send.
As a great example, Comic-Con guests who purchase tickets in advance often get these sorts of emails when a new celebrity or artist decides to attend the event. This creates more hype and encourages fans to share this news with others who may still be on-the-fence about attending.
The Dedicated Sends that CC puts out are also used to upsell current registrants to VIP packages that enable the buyer to get a certain celebrity’s signature or attend a PR event in advance.
To inspire a closer connection with their audience, some companies send out purely social messages. They often contain tips and tricks a subscriber may be interested in or even a funny video. This casts a much more personal, approachable light on the company. Furthermore, you can earn trust with your target audience by inspiring and entertaining them. They may even share your content.
Who says watching cat videos on YouTube is a waste of time? You’re just prepping for your next Social Share email campaign - right?
Condense Your Successes
Keeping your momentum going is your top priority as an email marketer. To that end, you’ll want to keep a close eye on your email metrics (e.g., open rates, click-through rates, and unsubscribe rates). Google Analytics provides a great way to track all of these, plus more.
With this tool, you’ll be able to tell which part of your email copy really sells, and what sections could do with some improvement.
Most importantly, don’t worry about making mistakes. What matters is you learn to drop or improve the things that don’t work, then include every part of what does in your future content marketing.
Email Marketing Can Earn You More Clients
In conclusion, There’s no one correct way to do email marketing! Your audience is unique, so your approach will have to reflect that. Don’t be worried if only a few of these suggestions work for your business, or even if none of them do. If not a guide, this walkthrough provides an excellent source of brainstorming material. So, get out there and get emailing!
Get The Latest From
Download our eBook and get advice from 8 CEOs of Inc. 5000 companies in their own words.