We are surrounded by email marketing advice— all day, every day.
And along with this comes contradicting tips…
Send marketing emails often … Don’t send marketing emails too often.
Focus on the content, not the design … Design can make or break your campaigns.
You may just want to ignore it altogether, but there’s good reason not to.
Email provides you with the most direct line of communication for conversion to sales … which is why the savviest online marketers have no intention of giving it up any time soon.
It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two in the meantime!
When you want to move from “conversation to commerce” you use e-mail marketing. It’s personal and effective.
By following up with your prospects and offering them valuable content you develop a relationship and create trust.
“Prospects buy when they are ready to buy, not when you are ready to sell.”
However, you have to make sure you are always on the top of their mind when they are ready to take the next step and make that purchase. And there is no better way to achieve that than by providing them with great content in an automated way.
So what actually makes email content work?
What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you.
Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).
When it comes to nurturing conversions email marketing just works. It’s as simple as that…
What’s old is new again…
Did you know that in 1978, seven years after Ray Tomlinson sent the first email, Gary Thuerk sent the first mass marketing email promoting DEC computers?
Email marketing pre-dates banner advertising, PPC, SEO, SEM, social media — basically every other form of Internet marketing.
According to Experian, for every $1 spent on email marketing, $44.25 is the average return on investment – more than any other form of digital marketing.
And what about that pioneering email Gary Thuerk sent?
It earned about $13 million in revenue for DEC.
But, is there anything else to learn about a marketing medium that is nearly four decades old? A lot, actually.
Here are five contemporary ways to maximize email marketing’s potential for your brand.
- Learn about customer behavior
We all measure every aspect of our online marketing platforms — page views, CTRs, conversion rates, etc. You can also analyze email activity to help you understand your customers — their actions, motivations, and preferences. Use A/B testing, click tracking, heat maps, and eye tracking in your email campaigns to gain deeper insights into user behavior.
- Conduct surveys
Just as analyzing the emails you send out gives you deep information about your customers and how they interact with your emails, you can use email marketing to directly ask them about their needs, views, and opinions. Your email database is a captive audience perfectly qualified to guide your marketing or product decisions, as it is made up entirely of your users and potential users.
Want to find out more? Stay tuned for my next post where I will break down the next 3 points. You don’t want to miss it…I’ll even throw in a bonus tip, just for you.
CLICK HERE for Part 2!