Using Email Marketing as Part of Your Marketing Strategy
We believe email marketing is the single greatest tactic of any marketing strategy. Not only will email marketing help nurture those prospects through educating and expert positioning, you can also use email advertising to grab new prospects into your sales funnel.
Email marketing should be used to maintain contact with your prospects, stay on their radar and show them you are indeed the expert in your industry so that when they are ready to buy you'll be their first thought.
Using email marketing as part of your marketing strategy will allow you to tap into the 97% of prospects that are not yet ready to buy. You're telemarketing campaign is taking down the 3% that are ready but this huge chunk of your market is far more important and so you should spend some time on creating around 50-pieces of marketing collateral which should include; articles; eBooks; videos; HTML emails; graphics etc.
Email marketing can be considered a "Farmer" style marketing strategy which will plant seeds, nurture and educate your prospects whilst you sleep. As opposed to a "Hunter" style marketing strategy of telemarketing.
If you were to do nothing else but develop an email marketing strategy you will find your business on a whole new level in 12-month - sure, it can be a long game but you'll enjoy higher conversion rates because your prospects know who you are and feel more trust towards you as you've been providing them with valuable content over a period of time.
A FARMER STYLE MARKETING STRATEGY
How To Run A Successful Email Marketing Campaign
Email advertising can be a great way to source leads. Identify people that may be interested in your product or service. And even though response rates from email advertising can be relatively low you should look at using a system that can track link clicks, opens and so on.
A prospect that has opened you email multiple times could be a genuinely interested person but they are not ready to buy and don't have the time to respond, similarly true for prospects clicking links within your emails to view websites or brochures.
Once you have a list of people that may be interested in your product or service place them into a prospect nurturing workflow. Sending them regular, valuable, educational content. By including links to various articles on your website on different subjects you can begin to establish what it is that that prospect is interested in.
A link click to view an article on SEO or website design is a clear indication that this is where their interests currently lie whereas link clicks to view telemarketing tactics could indicate differently. Send your prospects content on what interests them the most.
One-shot email advertising can be great, the ability to target 000's of prospects in one foul swoop can be a real driving force for a companies growth strategy. And sure, you'll see some results from this, but be wary of spamming. If your emails are not highly targeted then your prospects will delete these emails quicker than you can say "email marketing" - Use audience segmentation to group your prospects into categories, tag them with similar traits by industry, company size, location etc. Sending a highly targeted email to 500 prospects will generate better results than sending a blanket email to 5000 prospects.
Lead scoring is an absolute necessity for any email marketing campaign that is servicing more than a few hundred prospects. You need to know who is engaging the most, who is ripe for picking, which prospects have decided not to engage with your content anymore.
Lead scoring is a pretty standard function in most CRM and marketing systems. Find a system that works for your business and spend some time on getting to know the advanced functionality of it as these functions will save you a lifetime in the future when you have 10,000 prospects that you need to nurture.
LOOK AFTER YOUR EMAIL MARKETING
EMAIL MARKETING WILL LOOK AFTER YOU
Automated workflows and sales funnels will be better than your best employee, they know what to say and when to say it. They'll never answer back, they'll never take sick days and the best bit - they never sleep!
But they need your time in the beginning, tell them how to act, train them, make them centre of your attention.
WHAT NOT TO DO!
Best Practices To Avoid Becoming An Unwelcome Spammer
Email marketing is great if you use it correctly. No one will thank you for using misleading subject titles to trick them into opening you emails or sending them emails every day until they respond.
Amongst the fact that you really don't want to alienate your prospects you also don't want your domain being blacklisted as a spammer.
DON'T USE GMAIL OR OFFICE 365 MAIL SERVERS
These services are not designed for sending bulk mail, you will be quickly blocked from sending out any email if you use these services in this way.
Find yourself a bulk mail sending service such as Zoho Campaigns or SendGrid. All bulk mail sending services will include the basic functionality of tracking opens and link clicks
DON'T USE MISLEADING SUBJECT LINES
There's a fine-line between creative and misleading, make sure you stay on the right side of this because toeing this line can quickly cause you to lose the trust and respect of your prospects.
Lies and deceit will win you no awards.