Email marketing basics - YouTube

Hello.

Nowadays we are all bombarded with product choices.

If you want to stay top of mind with your customers,

try email marketing.

Email marketing is a great addition

to your other digital marketing activities.

Why?

It builds customer loyalty and engagement without breaking the bank.

And, it works on mobile too.

In this video we'll show you how to develop a contact list

and how to speak to different audiences based on their interests.

We'll also discuss how email marketing

helps you build relationships with customers.

As with any type of marketing

your first step in email marketing should be to set goals.

Do you want to use email to showcase products and services

and bring more visitors to your website?

Do you want to use email to drive business results

like distributing a coupon that brings in at least 10 sales.

No matter what your goals are,

a good place to start is by building a list of people

who've expressed an interest in your business.

So, how do you find these people and get their email addresses?

A great place to start is by asking them.

Let's say you own a pet supply shop.

When you chat with your customers

offer to send them discounts and special offers,

if they provide an email address.

If you have a website you can include a form

which encourages visitors to subscribe online.

Keep in mind that people must give you permission

to send commercial email.

And many countries have laws that require consents.

Great, now you've started to build a list of people

who want your emails.

Let's think about other ways

which email marketing can help you achieve your business goals.

Look, you don't want to overwhelm your customers

with too much content in one email or too many emails in succession.

Start with a friendly hello and an introduction

Next, you might send information

about your shop and the product lines that you sell.

At this point you can ask them one or two questions

to narrow down their interest a bit.

For example: you don't want to send dog lovers cat food coupons.

Then, when you have information about your customers

you can send them specific offers or content they might find interesting.

For example: if you know that a group of these customers

recently purchased dog food, you might showcase

your most popular toys, collars and leads for dogs.

Be sure to include useful information and relevant offers

like tips for dog training or a coupon for dog treats.

While you're educating your customers about your business,

you can use marketing emails to learn more about them as well.

Ask your subscribers

if they're interested in receiving updates for other products or services.

Then find out how often they prefer to hear from you.

For example: do they want to receive emails weekly or monthly.

Record what you learn in your email contact database

for future email campaigns.

How about people who have been on your contact list for a long time.

These loyal customers are really important to your business.

It's a good idea to build a positive lasting relationship with them.

So, how might you go about this.

Well, people appreciate when you anticipate their needs.

Let's say certain customers have ordered a flea and tick treatment

through your website in the past.

Summer is fast approaching and along with hot weather comes tiny pests,

that can harm your furry friends.

So you put together an email

with tips for keeping your house and pets free of ticks and fleas.

You might include an offer for 20% off a pre season order

of their preferred brand.

Or, from time to time you might send your loyal cat owners

a small gallery with some of the funniest cat videos on the Internet

By making your content entertaining and useful

your subscribers will enjoy and appreciate your emails

and you'll likely remain their go-to choice

when they're ready to buy.

Finally, you can use email to request feedback from your contacts

about their shopping and customer support experience

and then respond directly to them.

By knowing what went right or what went wrong

you can offer solutions to their issues

or simply thank them for being a customer.

So that's it.

Email marketing is a great way for you to develop relationships with both

potential and existing customers.

As you identify your different audiences you can customize your communications

based on their particular interests.

By offering useful and engaging content you can build loyalty over time.

A strong customer base will help your business grow.

If you want to learn more about email marketing,

we've got lots coming up.

We'll discuss the different email marketing services

and their specific features.

We'll also show you how to write an email

that will connect with your customers.