Done correctly, email marketing offers a direct, cost-effective way to connect with customers and prospects to generate sales, build loyalty, strengthen trust and increase brand awareness. A well-planned, ongoing email campaign strategy can boost the effectiveness of your overall marketing strategy and help you reach your business goals.
The most critical element of a strong email campaign strategy is your email address list. People are intolerant of interruptions and sales pitches these days. If they haven’t opted-in to hearing from you, chances are they don’t want to receive your messages. And when your messages sit in their inboxes with a bunch of other unsolicited or unwanted communications, yours will be deleted with the rest in a fell swoop.
It’s not easy to build an email marketing list, but it’s the first step in a good email campaign strategy. We advise our clients to offer their audience something free in exchange for their contact information. A newsletter with exclusive offers for subscribers or an informative and instructional whitepaper about a topic that concerns them can be examples of good incentives. Comprehensive email lists that match the demographics of your target audience are available for rental, however experience shows your best bet is a list of prospects or customers who already know you.
Email marketing is most effective when it’s included as an element of a bigger marketing plan and marketing engine. For example, you can probably expect a bigger return if you mail your audience a post card, follow up with a letter, then send an email blast, than if you sent a single or a repeated email communication.
Once you’ve turned your audience into prospects, A marketing automation tool can make a big difference in your ability to nurture your clients through the different stages of your sales funnel and the buying process. There are many user-friendly platforms and technologies available, designed to enable users to create messages ahead of time and schedule them for distribution across multiple communication platforms.
Developing a digital marketing strategy for online activities can be complicated. Our job is to make it easy. Give us a call or complete the form and we’ll contact you soon.