When you are looking at your business marketing strategy options it’s easy to make the mistake of viewing email marketing as being outdated.
The reality is that email is still one of the most commonly used methods of communicating. Every day, approximately 306.4 billion emails are sent (according to Statista 2020).
Almost everyone in a business setting uses email. As a marketing channel it has several important strengths for both lead generation as well as for nurturing client lifetime value. That’s why as an email marketing agency, we’re here to help you!
Firstly, email is almost universal. No matter where you are in the world, and no matter what age your audience, they will be using email.
Secondly, it is relatively easy to manage. There are some great reporting features to allow you to see the effectiveness of each campaign and the components that go into that.
Thirdly, it offers a straightforward way to communicate via text, imagery, and even video.
The effective use of email as a marketing strategy takes real skill. Whilst it’s true that almost anyone can write some text and hit a send button, there is much more to getting it right!
Email marketing can be used in both B2B and B2C settings, but there are different legal requirements for the use of data for each situation. Knowing this is important, and the sourcing and management of contact data has to be done correctly to avoid GDPR penalties.
Designing email headlines that achieve higher opening rates means understanding the psychology of customers, and there are a surprising amount of aspects that influence this.
The main email copy benefits greatly from copywriting and sales skills. The way a message is constructed, information is prioritised, and the resulting client motivations and emotional momentum, all need to be considered.
A good balance between content, imagery, and appropriate calls to action also helps give an email the best chance of delivering a desired result.
Finally, the building of customer funnels using emails as either a stage or a set of messages can really enhance the results your business achieves. For example, connecting different stages of customer interaction (e.g. a website visit, social media connection, an email sequence, and an online booking system) might be the right approach for one business but completely wrong for another. This is where the skill of a marketing brain starts to pay off.