Extended Frequency and Reach Digitally
Email Marketing is Powerful and Personal
Communicate effectively and regularly with your clients through email marketing to establish, strengthen, and maintain customer relations. Keep your customers up-to-date and keep yourself in front-of-mind by sharing a variety of timely and useful information with them. Email marketing is a cost-efficient and consistently effective marketing tool.
Every email sent to a potential or current customer could be considered e-mail marketing. Email Marketing involves using e-mail to build loyalty, trust, and brand awareness. Look at your current customer database and identify whom to target, automate your marketing programs to deliver most effective communications.
Recent changes in legal frameworks require permission-based marketing. Recent technology makes automation of the sales funnel easier (popular and leading tools for this are InfusionSoft, Zolo, Hubspot). But for those looking to extend frequency and reach, simpler tools like Constant Contact and MailChimp provide plenty of technological support
Email Marketing for Newsletters
This form of email usually covers several topics per issue and is sent out on a regular schedule to maintain and strengthen a relationship. We recommend keeping emails short (just a teaser line and a photo) but linking to your website for the full article. This is respectful of those on mobile devices, and the respectful of your subscribers’ time. They can be exposed to a number of items, but click & read only those of interest.
Email Marketing for Promotions
You may have a new product, or work on a seasonal marketing schedule, or create a sense of urgency. Promotional e-mails are a dependable way to deliver a well-timed message to an already-receptive audience.
Email Marketing Measurement
Like every other inbound channel, email marketing campaigns can be measured, analyzed, modified and improved. These tools help track the performance of every campaign element, including the subject line, body content, landing-page copy and any offers included in the campaign. It’s also important to track opt-out rates to help quantify engagement and determine the campaign’s performance overall. Some services will yellow-flag you if opt-out rates or “spam complaint” rates are above a certain percentage.
Some reasons why well-designed email marketing campaigns work so well:
- Your emails are guaranteed to be seen, unlike status updates & tweets that are lost in the clutter
- Emails get opened and clicked-through at much higher rates than social media updates or PPC ads, especially if recipients are expecting regular emails from you
- You can reach people away from the office, since 80% of emails are viewed form mobile devices
- Email allows for significant personalization of marketing messages, as a one-to-one communication channel
- Many businesses have seen consistently high year-on-year growth on the strength of an engaged list of email subscribers