How your business can leverage email marketing for closer customer relationships

• Updated on: 2023-06-12
• Read original article here

Middle-market companies are always looking for ways to grow their e-commerce presence and leverage their goods and services to increase their revenue. To establish closer relationships with their customers and cater to their diverse needs, companies are utilizing innovative email marketing strategies, such as automated messages and content optimization tools. 

Email marketing can be an effective and lucrative marketing channel for many businesses, with a remarkable return on investment of $43.60 for every dollar spent, according to the Data & Marketing Association.

If you're eager to boost your marketing efforts and reap more rewards, here are several strategies you can implement to help reach your goals.

Many middle-market companies have already established email newsletters and subscription boxes on their websites. Take your efforts a few steps further and focus on increasing the number of touchpoints with potential customers to grow your audience and make authentic connections with them. 

If you've already built a substantial social media presence, share your signup link across your social sites at least once a week. Many people who like the content they find on your social media channels may be interested in seeing more of it in their inboxes. An easy way to get the ball rolling could be by holding a contest or giveaway on your social site, requiring entrants to submit their email addresses as opt-in to your list. 

Additionally, make sure you're maximizing your efforts to attract subscribers through your website. One effective approach is to create a content-rich landing page using your email software. Incorporating an engaging article with striking visuals can help introduce potential subscribers to the high caliber of content they can expect to receive. Some sites go the extra mile by including a newsletter subscription link on every article, making it easier for readers to subscribe.  

Many middle-market companies have established an active content strategy, but what some overlook is creating an email marketing strategy to boost that content. A good email strategy allows you to address your business goals with potential campaigns, timing, audience demographics, and promotional tactics to get more signups. 

As you develop your email content strategy, look for ways to make the most of the content already being developed to get more out of your investment. For example, a video you upload to your website can be shared via email, TikTok, and YouTube. Additionally, you can extract engaging snippets from articles that you've shared with your email list and repurpose them as social media posts that include links to your subscriber list. 

To further enhance the effectiveness of your content, you can take advantage of AI-assisted suggestions and analytics provided by Mailchimp. This tool can help you generate catchy subject lines, improve your email copy, and track your email metrics to yield better results. 

The middle-market companies that are the most successful at email marketing don't rely on gut instinct when sending their content to email subscribers. They test it rigorously, and daily, using tools that give them objective information on indicators like click-through or open rates. 

A/B testing tools*, such as those offered by Mailchimp, can give you powerful insights, allowing you to test different versions of your emails before you send it to a broader audience and determine the best time of day to send your emails for maximum engagement. Additionally, you can use your software to test campaigns across a variety of email clients and ISPs. Mailchimp's Content Optimizer** tool allows you to compare your campaigns with industry-leading examples, examining factors like skimmability and visuals. 

Marketing teams in middle-market companies face the challenge of doing more with less in today's business environment. This is where marketing automation, such as Mailchimp's Customer Journey Builder, comes in handy. By setting up automated processes, you can free up valuable time and resources for other important tasks — which can be a significant benefit.

With automated emails built in Customer Journey Builder, Mailchimp customers saw up to 127% increases in click rates compared to bulk emails.***

This tool allows you to create personalized journeys for your subscribers. For instance, when a customer signs up for your email list, you can automatically send them a welcome email and follow-up messages after each purchase. You can also use your email marketing software to send order notifications to customers when their purchase is awaiting delivery. Once these processes are set up, they don't need to be repeated — saving your marketing team from the trouble.

Learn more about how to level up your marketing with Mailchimp. 

This post was created by Insider Studios with Mailchimp. 

Features and functionality vary by plan. *A/B testing only available on paid plans. **Standard or Premium plan only. *** Customer Journey Builder only available on paid plans. Features and functionality of CJB vary by plan.