The Power of Email Marketing /
Even in this constantly developing digital era, email marketing is still considered more effective than social media, SEO, and affiliate marketing. Over 22.86% of marketing emails are opened, compared to a 0.58% engagement rate that averages from Facebook, Instagram, and Twitter. Now, we’re not saying that social media isn’t an invaluable marketing tool, but unlike email marketing, it’s nearly always dependent on the social network’s algorithm.
With 3.8 billion email users worldwide, and over 90% of consumers checking their emails daily, the power of email marketing is undeniably great.
Here are a few ways in which email marketing can benefit your equine business…
AWARENESS
Regular email updates can help ensure your business stays ‘top of mind’ while also keeping your customers informed. Keep your newsletters informative and helpful, and include different subjects such as new team members and products, or industry highlights.
GENERATING TRAFFIC
Emails are effective for high value content you create on your website which draws customers to click onto it, increasing your chances of a sale. You can set up different mailing lists, for example if your business targets both horse and dog owners, you can adapt the emails you send out to ensure they interest your audience, resulting in greater traffic.
GENERATING REVENUE
Did you know that 66% of customers have made a purchase as a direct result of an email marketing message. Emails such as ‘abandoned cart’ campaigns can help recover otherwise lost sales.3.8 billionover 90%
HOW CAN YOU GROW A MAILING DATABASE?
It’s pretty obvious that the more email subscribers you have, the more website traffic you’ll receive, the more awareness you’ll create, and the more sales you can attract. But how can we develop and grow a mailing list?
Before you go out and find your subscribers, answer the ‘why should I care’ or ‘why should I give you my details’ question which your potential subscribers will be asking themselves. Do you send emails containing your latest discounts or freebies? This leads us on to a few methods you could use to grow your list:
Have a ‘subscribe now’ button or pop-up on your website. As we mentioned on our 10 Website Design Do’s & Dont’s blog, don’t show automatic pop-up to early, as these can be interruptive and cause the user to leave your website entirely if they haven’t started engaging with your content yet.
Offer incentives for those who join your mailing list. For example you might offer 10% off for customers’ first purchase of your horse rugs, or if you are a veterinary clinic you could offer a free worm-count for new subscribers. You could also encourage your subscribers to forward the email to their friends and family, so they don’t miss out on these offers either!
You could also use CTAs (call-to-actions) in your social media posts, directing people to sign up to your newsletters.
And lastly, ask people! You may surprised by the number of customers who subscribe after you politely ask them while booking their appointment or invoicing them, and it can’t hurt to at least mention it.
REMEMBER…
78% of consumers have unsubscribed from mailing lists because the brand was sending too many emails. You’ve probably experienced the frustration of sifting through endless marketing emails, so don’t flood your customers with them, and ensure they always have a purpose. Growing your database is one thing, but maintaining it providing your subscribers with valuable content is another!
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