Email marketing isn’t just another checkbox on your to-do list; it’s the backbone of building strong, lasting relationships with your members. Research shows that for every $1 spent on email marketing, businesses see an average return of $42. It’s no surprise then that email marketing is one of the most effective tools available to businesses today.
In this article, we’ll explore the best ways to build rapport with your audience and grow your knowledge business. Let’s get started!
Strengthening Member Engagement with Targeted Email Marketing
So, what makes email marketing stand out for membership businesses? It’s all about creating a personal, relevant experience. With inboxes flooded with promotions, standing out means offering content that resonates with your audience. Here are some actionable tips to level up your email marketing strategy:
Make it Personal
Personalisation is key to moving from a generic message to one that feels genuine. People love hearing their names; it’s a psychological trigger that increases the likelihood of your members opening and engaging with your emails. Here’s a tip: address your members by name in your subject line or greeting so you can create a sense of connection right away.
Use Email Marketing Segmentation
Use segmentation to group members based on their behaviours, interests, or past interactions. This strategy allows you to create highly personalised email campaigns that resonate with your members on an individual level, making your communication more relevant and effective.
How Email Segmentation Works
Segmentation involves dividing your audience into smaller groups, or “segments,” based on shared characteristics or actions. For example, you might create segments for:
- New Members: Tailor welcome emails and onboarding content to help them get started.
- Highly Engaged Members: Send them exclusive offers or premium content to reward their loyalty.
- Inactive Members: Re-engage them with win-back campaigns or special promotions.
- Event Participants: Follow up with attendees to provide additional resources or next steps.
- Purchase History: Recommend products or services based on what they’ve previously bought.
Use Email Marketing Automation Tools
Email automation is a game-changer for membership businesses. It’s the process of sending pre-scheduled, targeted emails triggered by specific actions such as signing up, making a purchase, or attending an event.
3 Benefits of Email Automation
- Saves time by automating repetitive tasks.
- Boosts engagement with timely, relevant content.
- Enhances personalisation by delivering messages at just the right moment.
Example Workflow: Email Automation for New Knowledge Hub Members
- Day 1: Welcome Email Subject: “Welcome to [Your Hub’s Name]!” Content: Warm introduction, platform highlights, and a link to explore key features.
- Day 3: Onboarding Tips Subject: “5 Quick Tips to Get Started” Content: A short guide on navigating the platform and finding valuable resources.
- Day 7: Engagement Booster Subject: “Have You Tried These Features Yet?” Content: Showcase premium features and encourage action.
- Day 14: Feedback Request Subject: “Your Thoughts Matter” Content: Ask for feedback on their experience and suggest next steps.
5 Essential Email Communications to Drive Audience Engagement
Your emails should do more than just land in inboxes; they should inspire action. To ensure your email messages have the most impact, there are key types of emails every business needs to include in their email marketing strategy. Here are five that deliver real results:
- Welcome Emails: Roll out the red carpet for new members with a personalised message and a special welcome gift, such as an exclusive discount or free resource.
- Surveys: Show members you value their input by asking for feedback. People love to feel heard and appreciate knowing their opinions matter.
- Product Updates: Keep members in the loop about new features, content, or improvements. It shows you’re always evolving.
- Event Invitations: Create excitement by offering exclusive access to events. Make them feel like VIPs.
- Special Offers: Everyone loves a deal! Whether it’s a discount or a freebie, these emails drive urgency and excitement, leading to a higher likelihood that they will buy from you.
Conclusion
Email marketing is a powerful tool for membership-based businesses. You can leverage personalisation, targeted campaigns, and automation to build stronger connections and make your audience feel valued
Are you ready to take your email marketing to the next level and launch a thriving online business? Discover how Wisdome’s all-in-one platform can help you share courses, coaching programs, and memberships while cutting costs and saving time. We’re here to make it easy for you to connect with your audience and grow your business. That’s why Wisdome will soon introduce a feature to help you automate email series and nurture your audience.
Visit wisdome.com.au and see how we can help you succeed. You can also book a free demo with us and let’s chat about how we can turn your vision into a thriving knowledge business. Schedule a chat today!
