Engagement is crucial in the age of social media, and email marketing can help your customers to engage with your business in conjunction with social media and other online marketing approaches. A well planned email campaign can serve to continually remind your customers of the deals and fantastic services that you can provide them with at regular intervals. In addition, customers on the email list can be provided with special deals, which serves to endear them emotionally to your business and make them “feel special” on a psychological level.
You may have noticed an increase in websites offering to give you something for free, most often an ebook, in exchange for signing up to their mailing list. This is a powerful technique that when done right can create lifelong engagement in a prospective customer. No one views giving away their email address as an exchange, in the mind of your customer, they are getting something of value for nothing at all. Who wouldn’t like that? But in the mind of the savvy marketer, the customer has declared their commitment to your products and services.
After all, if they occasionally get something they perceive to be of value for free, their mental resistance towards making a purchase is reduced. The thing you give away for free doesn’t even necessarily have to be free.
The occasional coupon or neat tips and tricks in a newsletter can serve the same purpose of putting your business at the forefront of a customer’s mind when they think about purchasing what you provide. Your skills and value added have already been proven.