Email marketing is big and powerful, If Implemented Correctly!

 

As a digital marketing strategist, I always encourage industrial clients to experiment with new marketing techniques.  Email marketing has become commonplace in the B to C marketing world, but many of my industrial customers continue to resist its use. "I need not offend my customers by sending them spam all the time," the main common objection I hear.  Hold on! Why do industrial marketers only regard email marketing as an intrusion? I presume it is because the majority of businesses who use emails as a marketing tool either work with the wrong company or do not understand that email marketing is the best way to manage customer relations (CRM.)

Let me define the strengths of email marketing. It's a kind of electronic marketing for a very specific audience. It is one of the oldest, and yet one of the leading electronic marketing tactics in the Internet world.  Because it is strong:

Competitively priced: because you've got complete control over the email "list" wont to generate your email marketing campaign, each and each email you send are often to a contact that's a possible customer. What other means of selling gives you such a coffee cost per contact when delivering a message? believe the shotgun approach of print advertising, and you will get the image.

Email marketing is effective because it combines the following elements:

Targeted specifically: Your email campaign can attend ten hot, "A" leads or 100 warm "B" leads - but regardless, YOU control who receives your email. Many industrial companies simply use lists they obtain from trade shows or trade publications. While this is often certainly a method of conducting an email campaign, it isn't the foremost cost-effective or targeted. the best ROI comes from your qualified lead database.

Fully personalizable:  Because you control the e-mail list and know the audience your email goes to, you'll customize each email to perfectly suit the requirements or concerns of that specific group. Create an email for current customers; create another for prospects curious about one particular product or service; another for extra product lines. the chances are endless. Consider that the value to make an email blast by a knowledgeable agent is a minimum of half what it costs to possess a print ad designed, alongside the very fact that you are not paying for magazine "space" to deliver your message. You will send 7 to 8 email blasts to place a one-page advertisement in a widespread commercial publication!

Measurable: if there's one complaint I hear quite the other about marketing spend, it's that there is no possible way to track ROI. I had an equivalent complaint once I worked with agencies on the opposite side of the desk before starting my very own marketing business. With today's sophisticated web analytics widely available to all or any, tracking the results of an eMarketing campaign may be a snap. Analytics is often as simple as who opened the e-mail or can provide a good range of more specific data. Determine what constitutes success in YOUR mind and find the proper analytics tool to supply you with the results you would like.

Perhaps email marketing's greatest strength is that it capitalizes on your customers' and prospects' most prolific gateway to THEIR customers, prospects, and therefore the Internet - their email Inbox. Most business people spend longer today reading and responding to emails than they are doing talking on the phone. In fact, in many cases, your customers spend the maximum amount of time ahead of their computers as they are doing in the workplace or call at the sector. that's a captive audience waiting to receive your message!

The greatest success comes from creating a strategic plan around the goals you hope to realize together with your campaign.  There are only two sorts of marketing emails:

Promotional: these are obviously advertising a product, service, or event and therefore the objective is to manoeuvre the reader to require a selected action like clicking through to the company's website or a customized landing page; signing up or registering for something; filling out a form to get something (for instance a white paper), or possibly learning the phone and calling.

Based on retention: the foremost common sort of retention based email in the industry is that the e-newsletter, but they will be much briefer than a typical newsletter. Many popular bloggers deliver emails on a daily or weekly basis to their readers with short, quick reads that specialise in their area of experience. the target is to deliver something useful to the reader to foster or still develop a relationship. this is often the sort of campaign that's the foremost likely to realize long-term results. However, like all relationships, it's to be nurtured and consistently delivered.  An approach hit or miss does not build a relationship.

So, why do numerous of my industrial clients have such a negative view of email marketing? I feel it's because most of the e-mail marketing wiped out industrial circles is promotional and never really hits the mark on providing value or nurturing relationships. I assume if that is the only sort of email marketing you have ever seen, you'd consider it spam.

That is my argument for the effectiveness of email marketing.