Email marketing is one of many digital marketing channels. Yet it can be one of the most powerful and efficient ways to reach customers. For B2B marketers it’s an especially effective channel of communication for reaching and engaging your customers.
One of the most important parts of your email campaign is the content, because without that, there is no value for the customer and they have no reason to engage. Content marketing is one of the fastest growing forms of marketing, and email campaigns play an important role in its success. But this success doesn’t just happen. You must have a process and a plan. Ask yourself if your audience will see value in your content. Will they be engaged enough to read more? To reply back? To follow up? To make a purchase?
Personalization and Segmentation
You can further increase the value of your emails by personalizing them and segmenting your distribution lists. Emails are great because you can personalize almost any aspect of your campaign based on the data your list provides. Even something as simple as using a personalized greeting can increase user engagement versus a generic universal greeting.
List segmentation can also be a great way to make a campaign unique. Your ability to send your email to a specific location, customer persona, industry, etc. can enable you to tailor your message at a personal level. In order for the personalization and segmentation to work, you have to have accurate data, so it’s important to manage your contact information before loading to ensure accuracy. Take it a step further, email marketing can utilize automation tools that can create follow ups to these segments based on opens and clicks, without you having to even lift a finger and create a new campaign.
From the moment you hit “send” the process starts and you can begin seeing the results. The entire process – send, open, engage and respond – can take place in a matter of seconds. This gives emails a huge advantage over direct mail campaigns, which may not even be delivered to a customer for days. The ability to track your email campaign’s data is instant as well (some programs, like Campaign Monitor even have the ability to watch real time open maps), so you know as soon as your recipients open your email, and which hyperlinks they clicked on, so you can follow up accordingly. Emails can also reach your audience when they’re not in the office. With so many people accessing their email through smart phones, you literally can reach them anytime, anywhere.
Dollar for dollar, email is one of the best marketing channels for ROI. You can send thousands of emails with the click of a button for just a few dollars. The Direct Marketing Association reported that in 2015, email campaigns averaged an ROI of $38 for every $1 spent, with 20 percent of companies reporting an ROI of $70 earned for $1 spent. For smaller businesses, programs such as MailChimp even offer free options. If you’re optimizing your campaign properly, you will see engagement from your emails and customers will see the value in them.
Think of all the trees you’re saving!
These are just a few of the benefits of email marketing. What do you find the most beneficial? If you have any questions or want to learn more, feel free to contact me at firstname.lastname@example.org or call 920-886-7716.