Yes, email marketing is still important and can earn you the highest ROI of any marketing tactic.

There’s a cost-effective way to hook your potential clients’ attention and drive them to take action (like make a purchase or book an appointment).

An effective email marketing strategy works better than paid ads and costs less. In fact, email marketing ROI is a whopping $4,200%.

That means that for every marketing dollar spent, email marketing can generate $42.¹

Email marketing is one of the sharpest tactics in the content marketer’s toolbox. 81% of small businesses use it to acquire customers, drive sales, and build retention. If you haven’t gotten on board yet, remember that your competitors are likely in the 81% that are on the email-marketing train.⁵

The first step is to determine which type of email sequence will work best to achieve your goals – whether that’s to build loyalty, drive sales, or re-engage with an inactive audience. Keep reading to determine which email marketing strategy is best for you.

Benefits of Email Marketing

Email marketing is a type of content strategy that sends messages to your audience at different moments of their sales journey.

At its core, email marketing builds a connection with your target audience. This makes it effective at driving sales because an audience that trusts you is an audience that buys from you.

The foundation of an effective email marketing strategy starts with email sequences. An email sequence is a series of emails that your audience triggers when they take a certain action. They connect with your customer at that specific moment.

For example, when someone opts into your email list for the first time, it can trigger a welcome sequence. This type of sequence introduces a new customer to the brand and often offers a special incentive to buy their first product.

Before we get into the different types of sequences, these are a few benefits they can offer:

Build Relationship & Loyalty.

Consumers look for authentic brands that demonstrate value through genuine content over paid advertisements. A successful email marketing campaign should get personal and show how your brand will address their needs. This builds trust and potential for a long-term relationship – which means more long-term revenue for you.
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Drive Sales.

When you launch a new product or service (like an all-natural supplement), an effective sales sequence can increase your conversion rate dramatically. This works best with an existing audience that already trusts you, so the work you’ve put in building their loyalty will pay off here.

Automate Your Efforts. 

Once you write an effective sequence, the emails send automatically based on triggers. This means you can focus on other things while your carefully-crafted email sequences do the work for you. Say hello to more time to dedicate to what matters most to you while your marketing works behind the scenes.

Email marketing is still one of the best ways to reach your audience and maximize your return on marketing investment. A powerful strategy can cost much less than paid advertisements and produce more impressive results. Plus, it’s easy to automate so that it keeps working for you over time.

You can free up more energy to spend on your patients, while new ones keep coming in.

Types of Email Marketing: 5 Sequences That Convert

You know that not all customers are the same. So, it’s important to create different types of sequences that speak to the needs of those customers at specific times.

Worried that your audience is being bombarded with emails? Don’t worry, with effective copy they will want to stay informed about your offerings and how you can improve their lives. In fact, 49% of customers say they want to hear from you on a weekly basis.⁵

Here are a few tried-and-true types of sequences you can use to serve your customers:

1. Welcome Email Sequence

Like I mentioned before, when a new customer opts into your email list it triggers a welcome sequence immediately. The sequence introduces you, demonstrates your brand values, and proves how you’ll address their needs.

You might think this one is obvious, but there are so many companies that don’t use welcome emails. This is a great way to stand out from those competitors who don’t have their acts together.

2. Re-Engagement Email Sequence

You know that old saying that it’s harder (and more expensive) to get new clients than to convert existing ones? It’s still true.

Targeting an inactive audience with a re-engagement sequence can have a huge effect in reminding them of your value. 45% of recipients who receive re-engagement emails read them. That’s a large market of people that could start buying from you again.⁷

You just gotta remind them you’re still around.

3. Abandoned Cart Email Sequence

When a customer places an item in their shopping cart but doesn’t purchase, they might need an extra push. An abandoned cart email sequence demonstrates the value that the product would bring to the customer. The global average rate of cart abandonment is 75.6%.⁵

Sending 3 abandoned cart emails results in 69% more orders than a single email. This is why a sequence can drive an exponentially higher amount of sales.⁶

4. Product Sales Email Sequence

You’ve already built a relationship with your audience. A conversion sequence drives them to take action and make a sale. Email marketing accounts for approximately 23% of sales, making it one of the most effective marketing channels.³

A sales sequence usually includes a link to a landing page where the customer can purchase your product. An effective sales sequence and landing page use compelling copy that drives action. You can hire an expert at conversion copywriting to drive home the sale.

How to Get Started With Email Marketing

Now that you know the different types of email marketing, you’ll need to start building an email list. A great way to do this is to offer a free resource on your site that will genuinely help your clients. In order to receive it, they simply share their email address.

Your clients will be happy they have a helpful resource, and you’ll have their email address to start building that trusting, long-term relationship with them.

If you want to stay focused on your patients and leave an email marketing strategy to an expert, consider hiring a professional copywriter to get the job done! This is much more affordable than paid advertising but can be even more effective.

Your customers are waiting to hear from you.

Sources

1. Campaign Monitor: Increase Email Campaign Conversion Rates With This Follow-Up Sequence

2. Cook Copy Co.: How to Connect With Your Clients While Working Virtually

3. E-Consultancy: Email remains the best digital channel for ROI

4. Growth Manifesto: The Ultimate Guide to Email Marketing

5. Oberlo: 10 Email Marketing Stats You Need To Know In 2021

6. Sales Mango: Sending 3 abandoned cart emails results in 69% more orders

7. Smart Insights: How to Craft Effective Re-Engagement Insights

8. Time Inc.: 90% of consumers like custom content for brand engagement