We explored the various possibilities to enhance inbound with social media, in our previous blog. Email marketing is one of the channels that contribute to inbound. Let us know more.
Business entities adopt the many forms of inbound marketing strategy, to create brand awareness and to engage target audience.
In spite of many other social media platforms like twitter, face book, and the rest, email still has managed to retain much of its charm. It is one of the major strategies in digital marketing.
Among the busy buzz of the social media, the virtual serenity that emails offer can’t be ignored. This is exactly why, meticulous planning of your email marketing is vital. It is essential that you do it right, lest, your customer feels inundated with un-welcome advertisements.
THE COUNTS OF SUCCESS
Cost effectiveness is made possible, with no printing or postage costs, or no advertising fee. Marketers fine tune the strategy, by automating it, to track and evaluate their emails.
Targeted marketing enables you to control who receives your emails. This helps in engaging your customer with exactly the information he/she wants to receive, thereby, resulting in higher conversion rates.
Measurability. Besides being familiar and workable, email marketing is also measurable. Email marketing softwares allows you to track precise metrics like the rates of delivery, open and subscriber retention.
Shareability. Your mails can be forwarded to other friends by your subscribers, with a single click. This gives your brand more exposure and credibility, with your subscribers becoming your brand proponent.
Personalization. Emails enable direct interaction with your target audience. The mailing list can be segmented as per category / customer requirement, and thus, messages can be more personalized.
Fueling other sources. Being the no.1 digital marketing channel, email marketing also is a major source for data analytics in any organization. Other marketing channels can be powered with the data collected from email marketing.
EMAIL MARKETING OPTIONS
Every email sent for marketing, satisfies a specific requirement, which defines its purpose. A few are as follows:
Telling what’s new. The content of emails announcing new products / services should focus more on the offer. A brief but descriptive content can engage your audience enough to help them make an informed decision. This is where the call to action plays a vital role. It should be effective and flow with the main content, enough to trigger action.
Inviting for an event that you host requires the emails to showcase the why factor. The target customer should be engaged the moment the mail is opened and convinced enough to attend the event. Creative visuals and a precise content will do the trick.
Transactional emails have a high click through rate (CTR). Utilizing this effectively can benefit your business immensely. For example, a person registering for an event will first fill out a form to receive your transactional email, thanking them for registering, and with more details to help initiate registration.
Lead nurturing is the prime focus for those series of coherent emails that are sent to a specific group of customers who had shown interest in your product / service. To sustain the engagement, it is vital to mention your knowledge about their interest in your product / service, or a specific aspect of it. The mail should also state that it contains further information on it. These emails, hence, have to be planned perfectly, segmented appropriately and timed well to yield good result.
Email automation help you create and send personalized message to your customers, customized to suit their requirement. These email automation tools may further evolve to interact efficiently with the users and give them a more personalized experience. Some experts have predicted that the end of 2016 will see the majority of emails opened on mobile devices, as emails have entered a phase of massive transformation.