Email Marketing

We're sure you've heard of email marketing and are probably even using it in some form. It has become an essential part of every digital marketing strategy. But what comprises an effective, targeted email marketing campaign? What has changed in the world of email marketing? And how much value does it truly bring to your overall marketing mix?

WHAT IS EMAIL MARKETING?

In general, you can look at email marketing as email communications (whether manual or automated) that you send out to prospects to convert them into a sales opportunity. But as a marketer, it’s essential to understand all of what email marketing can do for your business. Yes, email marketing allows you to nurture and convert prospective business relationships, but its real value is to build existing customer loyalty and increase your overall brand awareness. leading to an ever-increasing demand for your product or service.

Email marketing is one of many channels in a typical digital marketing strategy. Others include SEO, content marketing, social media, PPC (pay-per-click), and much more. But email marketing continues to provide one of the highest MROI (marketing return on investment). Email marketing has an average ROI of $38 for each $1 spent. But not all emails are created equal. To yield these great results, you need to craft compelling emails and to understand what email marketing is not.

WHAT EMAIL MARKETING IS NOT

Set clear goals for your campaign.

Nothing will derail a consistent marketing effort more than a lack of clearly defined goals. Whether you’ve built sophisticated objectives through a complete marketing plan, or have simple goals such as increasing attendance for an upcoming event, it’s important to know exactly what you want to achieve with email marketing.

Get permission.

If you want to execute a successful email marketing campaign, the first thing you’ll need to do is get “permission” from your recipients. Permission marketing (also known as inbound marketing) is the privilege, not the right, of delivering personal and relevant messages to people who want to get them. This means emailing only prospects who have opted in or indicated their interest in hearing from you, whether that’s filling out a form, downloading content, or subscribing to your newsletter.

Personalize.

Sending impersonal or irrelevant emails is a fast track to the spam folder. In fact, 52% of customers say they’ll go elsewhere if they receive generic communication. With the Digital Marketing Toolkit™, you can track your contacts’ website and email behaviors to stay relevant. Did someone keep visiting a specific product page? Send a tailored follow-up. Download a certain type of content? Share a related resource. The more relevant you are, the more trust you build.

Segment your lists.

Segmentation makes personalization simple. You can segment contacts by demographics, location, job title, or even buyer persona to deliver targeted messaging. For example, Cindy the CEO may need very different messaging than Andy the Account Manager or Mary the Marketing Manager.

Pay attention to deliverability.

Email deliverability rules are changing, and ISPs are more sophisticated than ever in filtering out unwanted mail. Your domain reputation matters, so it’s critical to focus on engaged leads. With the DMT's email engagement tools, businesses are seeing higher open and click rates, while automated suppression of disinterested recipients protects your sender reputation.

No matter what you’re looking for in an email marketing solution, WT Digital Agency can help you accomplish your goals. Let's talk! Just click here to get in touch, or call 404-586-4336.