Email marketing offers many benefits for all businesses. From building credibility to improving visibility, a couple of paragraphs in an email may be all you need to increase new and repeat sales.

But how do you make it work for your business?

There is no doubt that email marketing can become a deal breaker for your business. But sending the wrong types of emails can alienate your prospects.

Worse yet: you can end up with a SPAM tag on your forehead. And your chances of increasing your market share will begin to decline.

So how do you do email marketing? Let’s start with why you will be emailing your market.

Nurture Your Online Relationships

If you don’t have a clear reason why you will be implementing email in your marketing efforts, let me give you a clear focus …

Nurture your market!

There is nothing that humans like more than receiving the affection of those around us.

Affection lets us know that someone cares about us. Enough to perform an act of kindness that makes us feel good. And that’s the message you want to send to your market.

You want your prospects to know that “hey, I’m worried about your problems. And I want to help you overcome your problems and be better / faster / stronger than before.”

Now, the question is: how do you nurture your audience? The answer is: with information, education and entertainment.

Let people know what is happening within your industry. Are there any policies or regulations that the public should be aware of? Let them know! Be transparent. Your prospects will appreciate that you are looking out for their best interests.

Also, teach them the basics of what you do. Educate people on the why of your trade. And if possible, give them some DIY tips to take care of simple problems. That way, when an advanced problem occurs, you know who to call.

And finally, let them know that you have personality. Have fun. Share something that you think your market will find interesting and spark a conversation after hours.

3 email formats that can generate leads for your business

There are three types of email you can send to convert your goals into leads.

Use it with caution:

Newsletters / Electronic magazines: This is the most common email marketing practice. Weekly or monthly, send an email with valuable tips and information about your company, offers or cause. And be sure to open the door for reader feedback.

Autoresponders: This is a series of five to seven follow-up emails used to deepen customer relationships. Your best strategy is to make your autoresponders have a theme: have a thread that links to others. You can also use autoresponders to drive follow-up purchases.

Independent emails: Marketers use this type of email at an advanced stage of the business / customer relationship. These emails are meant to reach out and increase sales with specials, event invitations, and more.