Email is still effective
Like many other marketing tools, email can be highly effective, but it has to be done right. Periodic email blasts that feature a generic sales pitch are going to be ignored or deleted. Email marketing should address buyer interests by coinciding with the buyer’s journey. This means you need a strategic and thought-out plan for your email marketing efforts.
Email marketing as a part of an overall marketing strategy
Email communication is a highly effective way to reengage with your current customers and to nurture new prospects. Unlike a disruptive phone call or advertisement, an email offers a non-intrusive way to stay in touch, without being disruptive. Email provides a great promotion method to raise awareness about products or services.
Key Elements of Email Marketing
Building healthy list is about establishing trust with customers by respecting their inboxes. Ways to build a healthy list include blog subscriptions, content offers, deals, and coupon offers. While inviting current customers or new customers during checkout to join your subscriber list can be effective, forcing prospects to subscribe is never a good idea. It is also never wise to purchase an email list.
Having clear goals for campaigns is a must for achieving measurable success. It is important to outline overall goals when it comes to ROI and engagements, and to have individual email goals when it comes to open and click rates. If you’re always measuring, you are setting yourself up for continuous improvement.
Services like Mail Chimp and Hub Spot offer what is called marketing automation. Basically, when a current subscriber or customer interacts with your business online by downloading a guide or filling out a form, it can trigger personalized emails to be sent to them automatically. Once a great automation system is in place, it basically runs itself, so you can focus on other parts of your sales process.
Emails need not feature award winning designs to be effective. It comes down to building a layout and structure that will work across multiple devices and email clients. Email design should present content and calls to action in a clear way. We recommend using email design tools that come with services like Mail Chimp, to make this easy.
Always be clear and concise when it comes to email. People are glancing through their inbox all day. Respect your reader’s time and patience. Make everything clear, but don’t forget to have fun with it. Implement engaging pictures and headline text to make understanding everything quick and easy.