Email Marketing Helps Build a Strong Audience

Through the use of squeeze pages, landing pages, or even a pad and pencil at a local trade show, you can start amassing a huge audience for your product or brand message by simply capturing email addresses and consistently marketing to your target audience.

Keeping your brand in the forefront of people's minds is key to developing and retaining the interest of your readers. This is why it is so important to keep up the momentum and let your name (or your company's name) become a regular part of your list's email experience.

For even better results, consider responsive email templates that cater to a mobile audience. More than half of all emails today are read on phones or tablets and that number will increase to close to two-thirds within the next year or two.

Email Marketing Helps You Establish Trust

A consistent flow of relevant, high-quality content into your customers' and prospects' inboxes is a sure-fire way to position yourself as friendly, knowledgeable, and – most importantly – trustworthy. You want to develop a sense of not just relatability with your audience, but one that emphasizes your readers' need to pay attention to and follow your lead. That only happens when people trust you.

Email Marketing Positions You As An Authority

On the heels of establishing trust, your next job is to consistently communicate your authority within your niche. People should do business with you because you understand both your business and the customer's need better than anyone else. You establish this by delivering information-rich content that anticipates questions and objections and deals with them before they arise.

If your readers feel like you're already inside their heads, they will look to you as an authority and that kind of reputation positions you well to steer people toward any kind of conversion you wish to facilitate, including making a purchase.

Email Marketing Reinforces Lead Nurturing

While it can take a bit of time and effort, good email marketing practices can help those of your readers who are on the fence make confident buying decisions. The process of getting them through the consideration phase of the Buyer's Journey is called Lead Nurturing and it is a vital element to increasing conversions.

Start by inching the reader toward the purchasing stage by including calls to action to simply click through to an article or video. You can then segment your list to target those who both open the message and respond to the call to action within. If you can get them to do that, you have established trust and positioned yourself as an authority. It is at that stage, where people are apt to start considering making a purchase.

Email Marketing Increases Conversions

The final stage of the Buyer's Journey is where email can prove most effective. Once the reader has gotten into the habit of opening your emails and responding positively to your lesser calls to action, it is time to take the all-important step and ask for the sale.

If you are patient with your readers and have been tracking the segments of your list that are most likely to convert, your attention should now be on making the sale. Don't come across as pushy or desperate; keep the conversation light but keep the focus on the goal: providing a product or service that meets the buyer at his or her point of need.

Final Takeaway

Consistency is key in any successful email marketing initiative. Let your readers know that you are the best source of knowledge and information in your niche. Keep your brand in front of them with a steady stream of targeted content, and they will choose you when the time comes to make a purchase.

If you feel you could use help getting started, seek the assistance of an established email marketing agency or copywriter who understands the ins and outs of successful email campaigns.