5 Ways to Nurture Customers with Email Marketing
Last week we talked about how your website’s About Page can bring in new customers or clients. This week we are looking at the role of email marketing.
Why is email marketing important?
Did you know that 59% of consumers say that marketing emails influence their buying decisions? Emails are pivotal for the transition from window shoppers to in-store purchasers.
5 Ways to Nurture Customers with Email Marketing
1. Create a personal relationship with your audience.
The goal is to encourage a first-time buyer, and invite them to become loyal customers. Email marketing is a way to establish that connection and create a foundation for a long-term relationship. Once your audience clicks a call-to-action button on your website, they’ll enter your email marketing.
2. Prove you have the solution to their problems.
Later, a social media scheduling platform, knows there’s a gap in its audience: they recognize the value of a cohesive brand identity, but lack design skills. This email specifically states how Later solves that problem: “We’re showing you how to create a visual brand identity that works for Instagram, no design skills required.”
(Full disclosure, I like Later so much I became an affiliate, so we will get a small commission if you sign up through the link above.)
3. Mitigate their hesitations to purchase.
When customers opt into your email list, they know who you are and they know what you have to offer. Now is the time to talk about why your offer is the best, and mitigate any fears or hesitations to purchasing.
4. Show them that their life will improve with your solution.
In this example Grammarly, an app that helps improve writing, outlines three major benefits:
76% of users find writing more enjoyable.
99% of students see improved writing grades.
85% of users are now stronger writers.
These benefits directly show how Grammarly will improve users’ lives and writing.
5. Get them excited about this budding relationship.
Of course, the approach to emails depends on the offer and your audience. Just keep in mind that this is the moment you want your customer to click “BUY NOW.”
And after purchasing, they should wonder how they ever lived without you. :-)
Email marketing is a pivotal piece of the Buyer’s Journey. It helps you cultivate the relationship.
What is the Buyer’s Journey?
The Buyer’s Journey is the four-stage process of your audience becoming aware of your business, considering your products or services, deciding to purchase your offer, and ultimately becoming an evangelist, a loyal customer.
Previously, we’ve talked about the role of social media in the Awareness Stage, and the influence of an About website page during the Consideration stage of the buyer’s journey.
Map Out Your Buyer’s Journey
If you want to learn more strategies for turning potential leads into loyal customers, please come to my virtual workshop on July 28th: Understanding the Buyer’s Journey, hosted by Arrive Co-working.
By the end of this workshop, you will:
Clearly understand the Buyer’s Journey for your business.
Know how to shift from in-person networking to gathering leads online.
Come away with a usable map of tactics.
Have key strategies for each stage of the Buyer’s Journey.
These tools will give you a strategic foundation to build your marketing on. This workshop is going to be hands-on and interactive, so come with questions!
Click here to register. The workshop is free to Arrive members.
