Effective email campaigns are planned by modality, audience and goal. For existing clients, email marketing can be used to emphasize brand awareness and showcase special promotions. For prospects, email communications may be used to build understanding, showcase value and attract community.
For those businesses that prepare well to deploy this tactic effectively, the possibilities and benefits are significant —
Email marketing is a lower cost way to reach a large, already engaged audience. Why do we consider them ‘already engaged’? By the very act of signing up to receive emails from your business, a prospect has indicated some level of trust, interest and intent.
You now have a low-cost and always-on option to reach viewers — on their time, on their terms, when they read their emails — with your messages.
Email marketing can keep your business and offer top of mind the next time your customers and prospects are ready to engage. Consistent and well-designed email campaigns can reinforce your brand identity, improve brand recognition and continue to build trust with your audience.
Email marketing enables you to segment your email list based on pertinent criteria — things like customer demographics, purchase history and engagement level. This allows you to send highly targeted and relevant content to specific groups of subscribers.
You can personalize email campaigns. Not merely by addressing your recipients by their name (table stakes today) but also by tailoring content to their exact preferences and behaviors based on the first party data you’ve collected. Use your data well to ensure smart communications. Personalized emails generally tend to have higher open and click-through rates.
Email marketing platforms typically offer automation features that allow you to set up standard sequences. This may include welcome messaging, abandoned cart reminders (for ecommerce) and drip campaigns. This can save your team time and effort but be sure to monitor and deploy any automation smartly. You don’t want to sacrifice ‘targeted’ and ‘high touch’ for the sake of automation.
Email marketing can be a powerful tactic for driving conversions. Use targeted campaigns to promote your product and service offer, share special offers and encourage subscribers to take actions (I.e. make a purchase, sign up for a webinar or follow you on social media).
Email marketing can be integrated with other marketing channels including your social media accounts, helping to create a more comprehensive, cohesive marketing strategy. Use social media links in your email campaigns to help increase engagement across channels and create a more holistic customer experience.
Likewise, you can leverage your email list within social media channels to create personalized paid marketing campaigns as well as lookalike audiences to find new prospects with similar interests, behaviors and buying habits of your current email audience.
Email marketing allows for you to conduct A/B testing, enabling you to test different subject lines, content, and designs to determine what resonates best with your audience.
You can easily measure the performance of your email campaigns. Use key metrics like open rates, click-through rates, conversion rates and unsubscribe rates to gain valuable insight into the effectiveness of your campaigns. Use these insights to tailor and optimize.
Email marketing as a tactic is shown to provide a high return on investment. Multiple studies conclude that email marketing consistently delivers one of the highest ROI among digital marketing channels.
Email marketing is a versatile and powerful compliment to support your overall marketing strategy. This effective tactic allows you to directly communicate with warm leads and clients to drive sales, increase brand awareness, build trust and loyalty. Email marketing, done well, allows you to do more with less, driving results and increased ROI on your total marketing spend.
Lovely People can help you set up and deploy an effective email marketing strategy, helping you optimize results. Let’s talk.
Read the whole series. Do more, with less.