How to use email to boost your PR and sales?
Although PR (brand image) and sales (revenue) are two different aspects of a business; one thing is common. They both need a line of communication.
And while there are many ways to communicate in the digital market, none is considered more reliable than emails. In fact, when it comes to ROI, emails can generate as much as $42 for every $1 spent, higher than any other medium be it social media, instant messengers, or online apps.
As you can see, email marketing plays a significant role in business when it comes to driving revenue and boosting profits.
But do you know that emails can also help you strengthen your public relations for a better brand awareness!
Well, as distinct as they both appear, sales, and PR are pretty much similar in their approach in meeting their respective objectives.
After all, it’s your PR efforts that attracts the audience, and your sales and marketing efforts which would ultimately turn them into customers. Plus since they both focus on providing relevant information to them in a timely manner, it’d be a blunder not to integrate the best for of communication i.e. emails into your PR campaign.
Another great advantage with emails compared to other modes of communication is the freedom you get of owning your network. That’s because email networks do not have any bots, algorithms, or criteria as is the case with social media sites and apps. So you get complete control over your connections without external influence.
With that said, let’s find out some of the major areas that you can focus on using emails for better PR as well as higher sales:
1. Event announcements
Which is the act of announcing upcoming events and inviting participants is something you can easily do with emails. Firstly, because it’s a great way of promoting the event, and secondly because it allows you to provide the most confidential details such as the date, venue, timing, and the type of the special event to people that you really want to invite.
Emails are also the perfect way to generate the number of sign-ups you’d need to have a successful event.
2. Community relations
Building excellent relationships with the local community around your business is known as community relations. This could involve volunteer labour, contributions, special discounts, or anything else that develops consumer loyalty and builds a strong engagement with the community.
3. Product/service launch
Did you have at least some idea that 82% of shoppers open messages from organizations, and 76% of email endorsers have bought something because of getting an email advertising message? Email is an excellent way to spread the word about your new product/service launch.
A few email marketing pointers:
- Focus on the new product’s benefit/ultimate value rather than its characteristics.
- In your subject line, emphasise the offer.
- Use preheader text to boost open rates even more.
4. Crisis management
The practice of recognising, managing, and attempting to change bad communication and perception surrounding a company crisis is known as crisis management. Anything that has the potential to harm or ruin your brand’s reputation should be handled through public relations.
Crisis management is a crucial aspect of public relations, and it should be handled immediately, consistently, and strategically. Crisis can be avoided by monitoring online talk and quality-checking any marketing or promotional material that may be misread or misconstrued using particular PR tools.
5. Employee relations
Internal PR, or employee relations, is the activity of interacting with as well as fostering a favourable employee view of your firm. Employee newsletters or publications, employee perks and benefits, free training and skill-building opportunities, employee appreciation events, and collaboration with unions or employee groups may all be part of this process.
Employee relations not only keep your employees engaged, dedicated, and passionate, but also motivate them to promote for your company, which can lead to more customers and better staff.
6. Media relations
Building favourable relationships with journalists, magazines, and other news outlets is referred to as media relations. Writing press releases, coordinating press releases, and scheduling interviews are all part of this process. This not only increases awareness of your company and products, but it also encourages the media to promote your brand for free.
7. Social media
Social media can be used for both earned and sponsored publicity. For most businesses, social media can become a valuable public relations (and marketing) tool—it’s a great method to gain followers, convert consumers, distribute information, and manage crises.
Your social media activity is public, whether you’re sharing a post with your audience or connecting with a single customer. That’s why having a social media strategy in place that keeps your communications constant, positive, and truthful is vital.
8. Content distribution
The process of sharing, publishing, and promoting your material is known as content distribution. It’s the method by which you distribute your content to your target audience via numerous channels and media formats.
Today, social media, Email marketing & press release plays a significant part in content distribution.
9. Press releases
Whether you’re announcing a business deal, or any other big business event, it’s a good idea to send out an email newsletter. Many companies just tweet about it or share a storey on Facebook or Instagram. I strongly advise you to abandon this behaviour and instead send out emails. Even if you enhance your post or pay for paid social media advertising, there’s no way of knowing whether or not someone has seen your update. Email analytics, on the other hand, will provide you with a clear picture of how many individuals have viewed your email, allowing you to send the same email to those who have not yet opened it.
10. Newsletters
Advertising that is repeated results in sales – According to studies, the average buyer must be exposed to a product multiple times before purchasing it. A newsletter keeps your company in front of your clients’ minds, allowing you to stay in touch with existing customers while also reaching out to new ones.
An e-newsletter is a free or low-cost approach to remain ahead of your competition once you’ve set it up on an email marketing platform. And if they don’t have one, your company will stand out much more.
Also, if you display your personality, your clients would regard you as a friend rather than just a business owner. Readers will see you as an expert after reading your advice, giving you and your company credibility, enhancing your image, and increasing trust and sales.
Conclusion
Both public relations and email marketing are major elements of your company’s overall strategy. As they can work wonders on their own, they should be used in sync to help you not just to reach out to your customers more effectively, but also to establish deeper relationships and raise brand awareness.
