Why Broadcast Email Marketing Works
Unlike pesky spam emails, broadcast emails are sent exclusively to contacts who have actively signed up to receive your marketing communications. You can rest assured that you’re reaching out to an audience who genuinely wants to hear from you. Three things set broadcast email marketing messages apart from other marketing methods:
1. Short, Sweet, and Timely: Broadcast emails are designed to deliver your message quickly. This ensures that you capture your recipients’ attention without wasting their time.
2. Company-Centered Powerhouse: Email broadcasts are all about highlighting what’s important for your business. You get to shine the spotlight on your latest offerings and updates. This keeps your audience well-informed.
3. Quality over Quantity: While these emails are sent in bulk, they’re always targeted to consenting contacts. These are people who are interested in what you have to say.
However, it’s important to remember that effective broadcast email marketing goes beyond simply hitting the “send” button. Incorporating personalization and segmentation helps ensure that each message resonates with the right audience.
Four Fantastically Different Kinds of Broadcast Email Marketing Messages
Broadcasts come in fewer forms compared to automations or transactional emails. However, you’ll find that most of them can be neatly categorized into a handful of broad classifications. Let’s dive into the major types of broadcast emails and provide you with valuable tips and suggestions to help you maximize their potential.
Sales Broadcasts
Sales announcements are the key to your promotional success. These are the broadcasts where you showcase your products or services, stellar deals, unbeatable prices, and exciting new stock. They’re specifically designed to allure customers to your website and inspire them to make a purchase.
Tips for Crafting an Engaging Sales Email
Use Segmentation Wherever Possible
Crafting personalized sales announcement emails for individual recipients is crucial for optimal effectiveness. While certain aspects of your sales announcement may cater to all customers, such as a 20% discount for Labor Day, consider sending promotions tailored specifically to the interests of each subscriber.
Achieving this level of personalization requires effective segmentation. By segmenting your audience, you can customize your emails by sending different versions to targeted groups. For example, one email can highlight men’s clothing while another focuses on women’s attire. Additionally, you can limit recipients to a specific subset of your list, like those who have previously purchased yoga pants, allowing you to send tailored emails, such as a sale on yoga mats.
Implementing segmentation can yield substantial returns. Segmented emails generate 760% more revenue compared to non-segmented campaigns, surpassing non-segmented campaigns across all performance metrics. Embracing unique and personalized strategies is essential for maximizing the impact of your sales announcement emails.
When it comes to broadcast email marketing, the results may vary depending on the type of promotion you choose. It’s important to conduct market research to understand your audience better. As a general guideline, offering a sale can bring in significant business, while sending a low inventory warning can create a sense of scarcity and resonate with visitors to your site. Introducing new merchandise can generate interest and increase brand awareness, but keep in mind that it may not always lead to immediate sales.
Brand Newsletters as Broadcast Email Marketing
Newsletters are a powerful communication tool that goes beyond sales pitches. They serve the purpose of informing, entertaining, and educating. By strengthening your bond with customers, newsletters pave the way for increased sales, larger transactions, and repeat business. While not every subscriber on your email list is an immediate buyer, the primary aim is to convert their curiosity into customer loyalty, and a well-crafted newsletter can make all the difference. By keeping recipients engaged with your brand and establishing yourself as a credible authority in your field, newsletters give without expecting anything in return.
The cumulative effect of these benefits becomes apparent when subscribers are finally ready to make a purchase and choose your store as their primary destination. In fact, newsletters often boast higher open rates compared to sales-oriented emails, with industry benchmarks suggesting a 20% open rate and a 3% click-through rate. These figures demonstrate the genuine interest your subscribers have in the content you provide.
Tips for Creating Newsletters People Will Actually Read
Stick To Content Marketing
It’s easy to fall into the trap of using a newsletter solely for sales purposes. However, providing valuable content is the real game-changer. Valuable content may not always result in an immediate sales boost, but it has the power to maintain a strong subscriber base and showcase your dedication to improving your customers’ lives—not just making sales.
Think of your content-based newsletter as a unique opportunity to deliver something original and captivating to your subscribers. When your audience originally signed up, they were seeking something valuable in return. It’s important to consistently deliver remarkable content that keeps them hooked and offers them a continuous compelling reason to stay subscribed.
Regularity and predictability are important. You want your subscribers to come to expect your newsletter on a certain day, or days, of the week. No one wants to subscribe to a newsletter that shows up twice one week, then once the next, then not again for two months. Be consistent and your subscribers will get in the habit of reading your content—and, as a result, thinking about your brand.
It’s good to set the expectation with your newsletter when people sign up. By promoting your “daily,” “weekly,” or “monthly” newsletter, a subscriber will know what to expect. After that it’s up to you to stay consistent and deliver on that schedule.
New Product Releases
Product announcements are powerful tools to keep your customers informed about exciting updates, freshly restocked items, enhancements, modifications, or innovations. While distinct from transactional emails that deliver crucial product updates (e.g., “download the latest firmware by April 3rd to ensure optimal functionality”), these product announcements are crafted with the purpose of boosting sales and fall into the category of marketing emails.
A simple way to differentiate between a transactional product announcement and a broadcast product announcement is by considering the impact on the customer’s usage of the product they already purchased. If not receiving this information would hinder their product experience, it’s likely a transactional email. Conversely, if you aim to entice customers with a new version or an entirely new product, or if the upgrade serves as a convenience, then it’s an announcement. This is where broadcast email marketing comes into play, and it’s crucial to adhere to the standard rules regarding opt-in options.
Tips for Introducing a New Product With Email
Answer the Four Questions
When making a product announcement, it’s important to address these four key questions and provide comprehensive answers:
1. What is it? Start off by introducing the product you’re announcing. Is it something entirely new, freshly restocked, or an updated version? Be sure to showcase the new item visually to create excitement.
2. Why should I care? Capture the customer’s attention by highlighting the relevance of the announcement to their lives. Show how the new or improved product will enhance their daily experiences.
3. What’s included? Provide a clear understanding of what customers can expect to receive when they purchase your product. Be transparent about what is included, leaving no room for confusion or misunderstandings.
4. How do I get it? Make the call-to-action crystal clear, ensuring that customers can easily and immediately purchase or pre-order the new product. Streamline the process to make it effortless for them to take action.
Important News About Your Business
Let’s now explore one more category of broadcast email marketing: company news posts. This includes exciting announcements such as acquisitions, significant company developments, and inspiring work on charity initiatives.
Tips for Writing Company News Posts
Keep It All About Them
When you want to get your message across and share the exciting news about your company, it’s important to remember that your customers primarily care about how it will impact them. So go ahead and celebrate the fact that, for example, a larger company has acquired yours—but make sure to let your customers know how it will affect their warranty, subscription, and prices. Additionally, your new CEO can introduce themselves. It would also be great if they shared their vision for all the amazing things they plan to do to benefit customers.
We understand that significant changes in your company can raise questions, which is why it’s crucial to include customer service contact information in these emails. Even if your customers don’t end up utilizing that information, the mere knowledge that you’re offering support and guidance can provide them with reassurance.
Boost Your Brand with Broadcast Email Marketing
In conclusion, broadcast email marketing is an incredibly powerful tool to build relationships with your customer base. These emails build knowledge and ensure customers know about any new products or services you offer. They also serve as a way to foster ongoing relationships between your company and customers. Broadcasts let you send important messages in a quick and efficient manner. They also help remind customers why they signed up in the first place–to stay informed about what it is your business offers. Broadcast email marketing is an invaluable way to connect with customers in a personal way, helping boost engagement and brand loyalty overall.
