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7 Email Marketing Objectives to Help Grow Your Business

7 Email Marketing Objectives to Help Grow Your Business
Photo by Solen Feyissa on Unsplash

By The Editorial team

Email marketing can be an effective way to boost your sales and keep your customers engaged with your business or brand. However, simply sending out emails without an objective or goal in mind won’t necessarily achieve these things.

For email marketing to help grow your business, you need to think about what your specific objectives are and how you can achieve them using email marketing campaigns and other tactics. In this article, we’ll go over seven of the most common email marketing objectives and how they can help grow your business—plus, some tips on how to accomplish each one.

Why Email is a great option for your business

Email is a great option for your business, and it’s so easy to use. It’s reliable, fast and cheap.
 
It’s also one of the most frequently used forms of communication, so you’ll be able to reach out to your customers and prospects at any time of the day or night – which is great news for your business.
 
Email marketing can help you build customer loyalty, increase sales and conversions, create brand awareness and much more. With so many advantages, it’s no wonder that email is one of today’s most popular forms of digital communication. Everyone uses email – or at least knows how to use it – which means that there are very few people who won’t open your emails. That makes it a highly effective way to communicate with your customers and prospects.
 
If you decide to go the email marketing route, it’s important to understand how email marketing works. Why? Because without a basic understanding of what email marketing is and how it works, you might struggle to get results. Also, choosing the right tool for your email marketing campaign will determine how far you go in succeeding in your email marketing.
 
The best way to measure the effectiveness of your email marketing is to set clear objectives. When you know what you want to achieve with your campaigns, you can make better decisions about how to spend your time, money and efforts.
 
Now that we’ve covered why email marketing is so effective, let’s take a look at some specific objectives that can help you grow your business with email marketing.

Capture leads

It’s important that your email campaign has a call-to-action (CTA) for capturing leads. A CTA is usually in one of two forms: an email address or a phone number. A CTA allows you to capture leads from recipients and follow up with them, either by phone or email. Since marketing is about establishing relationships, it’s crucial you have a way to follow up and create sales opportunities for yourself over time. Services like Convertkit and Systeme.io can help you if you are just starting out.
 
Do ensure that you automate your campaign workflow by setting up an email auto responder to help you in the process.
 
Use quality goodies that your audience might need as lead magnets in exchange for subscribers emails. For example, if you are running a webinar about product X, include some useful resources like a PDF on 10 Things You Need To Know About Product X or 5 Mistakes People Make When Using Product X along with an email opt-in form at the end of your webinar registration page.
 
You can also create free guides and white papers about a particular topic and then use them as lead magnets in an email campaign. If you have an ecommerce website, try giving away free ebooks or free shipping coupons when someone signs up for your newsletter or makes a purchase from your store.

Inform

If you have new products or services, email is a great way to keep up with subscribers and share information. Make sure that your emails are useful, or else people will become frustrated and unsubscribe. Think of it as an investment in both your business and customers: Think about how you could help them find value in your product and use it as a platform for sharing information that might actually be helpful. In short, don’t just say Hey! Check out our new stuff! Instead, offer something valuable like a coupon code or valuable advice related to your products (and link out where possible). People love discounts, so why not encourage sales through valuable tips?
 
A rule of thumb for your campaign is to not be salesy on your first email, instead introduce yourself and build on from there. You want to build trust and familiarity before bombarding your subscribers with what you sell. With most email marketing platforms, you will be able to set delays in-between your email series or newsletter, so that you don’t send too many emails in a short time.

Engage and Nurture

If you want to be successful in today’s competitive market, email marketing is an effective way to engage with your audience while nurturing relationships that make a difference over time. When it comes to building brand awareness and interest in your product or service—and generating leads for sales opportunities—email marketing provides an efficient way for businesses of all sizes to do just that.
 
Email marketing is much more personal than social media channels like Facebook, which means it’s more likely to be read and remembered by your customers. In fact, one study found that messages sent through email are opened 68% of the time, compared to just 18% for Facebook messages.
 
Email marketing allows you to easily segment your audience by interests, demographics and location so that you can target specific groups with relevant content that they will find interesting. This helps you increase engagement rates and boost conversions.

Build Relationships and Provide Value

It doesn’t matter if you send your email newsletter to just one person or a million—you want to provide value and establish trust. To do that, make sure your emails offer useful information that gives readers something they can use. The main thing is that you establish a relationship with your subscribers so they know, like, and trust you enough to buy from you. If that doesn’t happen, no amount of marketing will help you sell more stuff through email.
 
Because emails are personal and interactive, you can build trust with your audience through regular communication. This helps people feel more comfortable doing business with you and encourages them to share their contact information with you so that they can receive updates in the future.
 
Keep in mind that some people are too busy (or simply not interested) in opening every email, so be careful not to take it personally if someone unsubscribes from your list.

Convert prospect

The goal of any email marketing campaign should be to generate a positive response. That can mean anything from a click, to an online sale, to a phone call from a prospect. If you’re running a direct-response campaign, your objective is simple: get them to do something (and hopefully buy). But if you’re running a lead-generation campaign, then your objective might be more complex—to build brand awareness or loyalty by getting people to register for an event or download content.
 
You’ll have different objectives for different campaigns and it’s important that you don’t lose sight of what they are. For example, if you’re trying to drive prospects through your email and down a sales funnel, then make sure that every message in your series has clear calls-to-action that encourage prospects to take action.

Sell and upsell

In the past, email marketing was thought of as a one-and-done approach. But that’s not the case anymore. Now, you can use email to cultivate relationships with your customers and prospects, making it easier for them to buy from you again and again.
 
The best way to use email marketing for sales and upsells is to send out offers and promotions that are relevant to your audience’s interests. If they’re interested in travel, then send them an offer for a discount on a hotel stay. If they own a dog, send them deals on pet supplies. If they just had a baby, send them coupons for new parents or baby products.
 
But how do you know what products or services your customers want? You could ask them directly, but asking too many questions can mess up your email subject line and make readers less likely to open your emails in the first place.
 
Instead of asking questions directly, try using surveys or polls in your emails and let readers choose what they want from you next time around. This will help you save time and resources by focusing on what people actually want instead of guessing at what might be useful for them later down the road

Final thoughts

​Perhaps the most surprising takeaway from this article is how many different objectives exist for email marketing campaigns. From simple ones like increasing revenue to complicated ones like encouraging repeat business, you can use your emails to accomplish a variety of things in order to grow your business and increase sales.
 
In the end, the best way to attain any of these goals is through thoughtful planning and clear communication with your audience; but with some creativity and hard work, your email marketing campaigns can be a powerful tool in reaching your business’ potential.
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