Email Marketing

 

Email Marketing is one of the forms of direct marketing that extensively uses electronic mail as a means of communicating commercial or promotional content to a targeted audience.

However, in its broadest sense, every email sent to a prospective or an already converted customer could be considered email marketing.

 

What exactly Email Marketing entails?

 

The term Email Marketing is used to usually refer to:

• Sending emails in order to improve the on-going relationship of a merchant with its current or past customers which encourages customer loyalty
• Sending emails to acquire new customers or influencing potential or current customers to make a purchase immediately
• Adding promotions to emails sent by other organizations or brands to their customers

With the advent of the internet, almost every tennis club owner has the luxury of sending emails to their clients and potential customers.

This has resulted in so many club owners not using the resource responsibly!

Just because one has permission to email someone does not necessarily mean you should blast them with every update you have about your brand!

Instead, follow what Spiderman’s uncle had to say, “With Great Power, Comes Great Responsibility.”

Brands should use email marketing with utmost care since it is such a powerful channel.

 

 

What are the Key Advantages of Email Marketing?

 

Email marketing has several important advantages which makes it better than traditional mail marketing.

Email Marketing can provide an exact return on investment and can help you track user-behavior when done properly.

Email Marketing is reported as the most effective online marketing tactic after Search Engine Marketing.

Tennis clubs get to reach a substantial number of people who have subscribed to their emails and get updates on the issues that matter most to them.

Email Marketing is an effective medium of online advertising as over half of all Internet users check or send an email every day.

This advertising channel allows advertisers to reach their potential audience with personalized and highly-engaging content.

With the help of automatically generated transactional emails, tennis club owners can respond to their customers in real-time. This, in turn, helps brands to increase trust with their customers.

Let’s take a look at some of the interesting statistics related to Email Marketing.

 

Email Marketing Statistics

 

• According to Radicati’s 2016 Email Statistics report, it is expected that more than 3 billion people will use email by 2020.
• 205 Billion Emails are sent every day in the entire world. That makes Email Marketing as one of the most popular means of online communication and advertisement.
• Want to know the ROI Email Marketing? For every $1 you spend on Email Marketing, you can expect an average return of $38.
• 72 percent of consumers prefer email as their source of business communication.
• 61 percent of consumers enjoy receiving promotional emails weekly.
• Personalized emails receive transaction rates that are six times higher than others.

These are some of the statistics that make Email Marketing a great online advertising tool.

 

Importance of Email Marketing for Businesses

 

Now that we know how good a tool Email Marketing can be for your Digital Marketing Strategies, let’s see how tennis clubs can achieve their marketing goals using Email Marketing.

 

Targeted Marketing Opportunities

 

 

Email marketing strategies when properly implemented can provide your tennis club with exceptional ways to target particular demographic or specific customers.

To make this happen, clubs should make sure they are using the right email marketing software. The software, to be specific, should allow for lead scoring.

What this does is it helps tennis clubs like yours to define various milestones and behaviors a user shows when interacting with your email and your website.

Once a group of users meets the set criteria you defined in the software, you can easily follow up on them with targeted messaging to further drive them down the sales funnel.

For instance, let’s suppose you send out an email in order to promote an upcoming sale on your online shopping website. You also set up lead scoring to keep with the users visiting your website and making purchases. You can easily figure out who has purchased a product as a result of your email.

What you do is you find out if a user clicked a link that gave in the email.

You can also track if the user visited the website but did not complete the purchase or abandoned the cart.

The Email Marketing software you are using will then automatically follow up with these users using an email. The email content is drafted in order to entice them to make or complete a purchase.

For those who did purchase a product, the software can send a ‘Thank You’ mail that can provide insights into the product the user is about to use.

 

Email is More Personal and Targeted than Social Media

 

We all know how popular social media is. While there are many people today who use social media, it does not necessarily mean that your customers might also use social media platforms.

However, there is a great chance of them having an email address.

There are numerous ways to get a customer’s email address.

Some of them are having a form on your website, requiring the users to put their email address while creating an account, on the checkout page when purchasing a product, or even asking them during a phone call.

Once you have the person’s email address, you can pair that with his first and last name. Doing this will create a foundation set for sending personalized emails.

What that exactly means is dynamically inserting their information within emails or subject lines.

When trying to send targeted and personalized emails to your customer’s addresses, combine that with their behavior on your website or with your products, and you’ll have a killer of a message!

Pretty cool, huh?

Email Marketing is Data Driven and Measurable

 

Whenever any business runs a Digital Marketing campaign, the #1 area of concern it has is if the campaign provides any ROI.

Getting to know what works and what doesn’t, and then tweaking the campaigns accordingly is the key to success and improvement of a marketing campaign.

The cool thing with email marketing is getting insights into your campaigns.

Email marketing metrics like Open Rate can help you know what percentage of users who were sent an email actually opened the email.

One of the key factors in improving the open rates of your emails is having an eye-catching and intriguing subject line.

Try writing a subject line that makes it impossible for the users to not open.

Another metric that is crucial for your tennis club to track is Click-Through-Rate (CTR).

CTR essentially tells what percentage of people clicked on the links you mentioned in the email.

When trying to do Email Marketing the right way – which you should definitely aim at – you must split test with different Call to Actions (CTA) within the email copy.

This will help you decide what kind of content resonates with your audience. Doing this will help you achieve exponential results from your email marketing campaign.

Taking care of the metrics will help you keep a tab on what’s working and what’s not working in your Email Marketing campaigns.

 

Permission to Contact Prospects and Clients

 

You know how easy it is to see results coming your way when you have a list of people who already want to hear from you.

Well, email marketing helps tennis club owners do this very easily.

This can be done by asking users to confirm their email addresses after they submit it to your club.

This is called ‘Double-opt in’.

It means that the users not only submitted their email addresses to you, but also confirmed it by logging into their email and clicking on a verification link that your club sent them.

This means that they are granting you permission to contact them via email.

 

Generate Sales for Your Business

 

If you have done your research, you probably must have heard the phrase, “The Money is in the List.”

The list that is referred to here is your Email List.

Email Marketing, when implemented properly, can effectively help you generate leads and sales.

Well, at the end of the day, your business is about making sales, isn’t it?

Therefore, your tennis club too needs to deploy email marketing strategy against the email lists you have compiled over time.

This does not mean you have to blast them with sales pitch after sales pitch. That has never worked and won’t work in future as well!

Your club needs to draft an email marketing strategy, the right way – the smart way.

To achieve that, we suggest you pair up your email marketing strategy with a marketing automation platform.

This brings us to our next topic, which is Email Automation.

 

Email Automation

 

Email marketing, although evolving, is still one of the most effective channels of online advertising for your tennis club today.

The smartest of the brands and organizations are leveraging the advantages of Email Marketing by setting up automatic email campaigns that trigger off of a user’s actions.

Automated Emails are timely, personalized and absolutely relevant to the reader.

Therefore, the open rates and CTR of such emails are high – driving visits and revenue for a business.

What exactly is Email Automation?

 

Let’s take an example. Let’s say you are Apple Inc. and you want to send an email whenever somebody purchases your product.

This email will be a ‘Thank You’ mail that will further try showing the correct way of using the bought product.

You will suffer from a huge loss of time and money when trying to create a personalized email for each and every user on the Email list. Therefore, it is better to automate this task.

Email Automation is used in an Email Marketing Campaign to streamline the process of sending emails to users when they meet a certain trigger.

Let’s discuss the benefits of Email Automation.

Importance of Email Automation

 

It’s important to understand the benefits that come along with using Email Automation when running an Email Marketing Campaign.

So, let’s find out why the biggest brands use Email Automation.

It’s Automatic

 

One of the biggest advantages of having an Email Automation system is the smooth workflow that comes with it.

All that you have to do is set it up and choose the specific criteria to trigger the workflow associated with it.

You don’t require a person to sit in front of a computer and click each time a user triggers an action.

Businesses can rely on Email Automation to work 24/7.

Nurture Leads

 

When using Email Automation, workflows are created to nurture your leads.

Email workflows help in nurturing your leads by sending them with helpful information first. Then if the readers find the content engaging and highly useful, they will want to learn more about your tennis club.

This is the best time to approach them with your sales team.

Relevant to the Leads

 

When setting up an Email automation workflow, you have the power to make sure the emails are completely relevant to the people who will be receiving them.

Businesses that send several emails that are irrelevant and unhelpful make a potential customer frustrated.

When this happens, there are chances that people will either unsubscribe your newsletters or send your emails to their spam folder.

Increases Brand Awareness

 

Readers want to know about the sender of an email if they find the content useful and relevant to them.

When your workflow sends people emails that scores high on relevance and has quality information, the recipients will form a better awareness and understanding of your club.

So, when it’s time to finally call them, they will have an idea of who you are and how good you are in your field of expertise.

They will be more interested in what you have to offer.

Reduces Errors

 

If you appoint one person to send emails to thousands of people in your email list, there are higher chances mistakes will happen.

From writing the person’s name wrong to inputting the wrong email address, mistakes like these can cost of a potential customer!

The Email workflows can be proofed and checked over and over before being put live.

This reduces errors in the emails sent from your end.

 

Time and Cost Saving

 

When you automate your Email Marketing campaign, a lot of time is saved.

You as a tennis club owner can save a lot of time and focus on things that matter more.

When you completely automate with a perfect workflow, your employees can focus nurturing the leads and contacting them with time’s right!

Businesses today thank Email Automation tools as these can make huge financial savings. Today there’s no need of employing a large sales team to make cold calls every day.

Email Automation with a perfect workflow is an optimized way of marketing to your ideal customers.

 

Integration of Email and CRM

 

Connecting your Email Marketing Campaigns and email marketing automations with CRM technology helps businesses to increase customer engagement.

An integrated email marketing automation service helps businesses to track each recipient, its action and report all this in CRM.

This result in a contact engagement history that contains all the details related to open rate, bounce rate, clicks, subscribe or unsubscribe action.

With all this information, the sales team gets a better understanding of customer interests and online behavior.

Further, the team can produce personalized messages to drive more engagement and leads.

Businesses can send highly optimized, personalized and timely messages by triggering email campaigns directly from CRM actions.

Integrating Email Automation with CRM can help you improve the quality of your Email List.

A targeted CRM marketing list, when created, can use historical data from email marketing campaigns run in the past and assess the quality of the list.

 

Final Thoughts

Email Marketing can do wonders for your business if incorporated with your CRM effectively.

Proper attention should be given to each and every sentence that is drafted inside that email because your brand’s reputation is at stake.

It’s imperative for businesses to understand that emails that provide great value to the readers will make them convert eventually.

We hope this article brought great value to your search. Thank you for reading!