To many, email marketing feels a little old and antiquated. It almost comes across very similar to direct mail, in that you’re sending a newsletter, an offer, a flashy postcard alongside of dozens of other letters in the hopes that someone not only reads it, but responds to it. And sure, the older model of email marketing was a lot like that. Marketers purchased giant lists of email addresses and then sent completely irrelevant offers in hopes of catching a handful of leads.And thus, the boom of spam. And while that still happens, the modern email marketer is turning to their own list to drive inner action and revenue.
And this is because many customers welcome communication from brands they already interact with. Just like our own acceptance and use of snail mail coupons from businesses we frequent.Today’s email marketing is typically built on a list of users who have subscribed to receive communication from you. They’re interested in hearing what you have to say and potentially getting a special offer not available elsewhere. On one hand, your email marketing efforts will be about acquiring new subscribers to your list, and on the other, retaining and generating revenue from these subscribers. With email marketing, you can inform existing customers of new products, upsell them into a more premium package, or even encourage them to share your business with their peers.
Email is very much alive in today’s online marketing landscape so it’s worth building a strategy around. Email marketing is very strategic. Each message needs to be carefully crafted. Include a strong call to action and arrive at just the right moment to get noticed. If it’s not relevant it gets deleted. Think about your own email habits. What are you opening and why? What are you clicking on? You might consider keeping track of every marketing email you open over the next couple of weeks or even looking back at those you opened historically. Try to identify patternsand use those ideas to your advantage.
Good email marketing is built on customer segments. Any time you acquire an email you should track where that email came from. If you have the resources, it would be ideal to also track which emails made purchases, how much revenue did that email drive, and even associate demographics or persona information if you have it.
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