Email marketing is so inexpensive while so effective that you must consider adding this marketing strategy into your integrated marketing strategy.
Compared to traditional marketing means – direct mail as the main example – email marketing offers capabilities for targeting prospects and customers as well as such a high reach and so much faster that you simply should not ignore it.
Unmatched customer targeting and tracking capability
So why is email marketing important to your business? Put simply, today's consumer has a long list of buying options and a very short memory. Staying in regular contact with your customers is one of the best ways to remind them that you still exist and appreciate their business. Regular newsletters, promotions and announcements will keep your business fresh in their minds, and they'll appreciate the personalized and relevant information you're sending them. It's about building customer loyalty and the Internet makes it easier than ever.
Through email marketing, you can keep in touch with your customers, thank them for their business, provide special discounts for them, and of course, encourage repeat purchases as well as offer complementary products and services.
Besides the expense of traditional methods like telemarketing, can you really afford the anger of potential customers who just can’t handle one more sales caller and decide not to buy even though they may have been thinking about it? Wouldn’t you rather send a periodic newsletter to those who asked to be on your mailing list? It’s a click of a button to reach a multitude and you will be giving them information that is useful, something they asked for. So what if they don’t buy from you today? You’ll have their mindshare because they have grown to trust you. They are more than likely to recommend you to someone who is closer to buying than they are and once they are in their buying position, be sure they will buy from you.
Email marketing is solicited email that the consumer looks forward to receiving. It is a powerful tool and establishes the business as professional, branded and consistent. An ongoing email received once a month from a business may lead to a sale down the road.
For an effective email marketing strategy, it is important to gather a high quality list rather than purchase one. You should develop the appropriate tactics and means, along with the right tools, to properly develop you list of recipients. From that moment on, keep on developing, optimizing and segmenting your email list while creating this ongoing communications with them.
Email marketing is part of Lead Marketing. Lead Marketing involves two main practices: one being Email Marketing and the other is Lead Nurturing.
Lead nurturing is a relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are "sales ready". Lead nurturing has become an integral component of an overall marketing strategy. These "drip marketing" lead nurturing programs can consist of educational material, newsletters, whitepapers, case studies or invitations to events - any series of regular communication that keeps your company name "top of mind" among leads.
That’s the kind of relationship you want to nurture. The dictionary defines “nurture” as “to encourage somebody or something to grow, develop, thrive, and be successful”. Having your lead nurturing mechanism in place allows you to capture and cultivate early-stage leads so that your marketing and sales funnel never miss out on valuable opportunities.
Proper implementation of targeted lead marketing mechanism should result in capturing and cultivating early-stage leads so your marketing and sales funnel never misses out on valuable opportunities.
Your online presence is your 24/7 marketing vehicle and a very powerful customer interface tool. By following leading best practices in Internet marketing, you can convert online inquiries into qualified leads and motivate these leads to turn into profit bearing sales. It’s all about maintaining a healthy and interactive relationship with prospects, wherever they may be in their decision making or buying process. What systems can you put in place to instill a strong lead nurturing discipline in your business?
As much as email marketing is a simple and cost/efficient strategy to be implemented in your marketing mix, there are several do’s and don’t do’s that can make the difference between a very successful campaign and a very poor one.ec < op < ct < lp © Where "ec" means the Email Capture; "op" stands for the Envelope fields; "ct" is the text in the email body and "lp" refers to the Landing Page
From importance overview, you should pay special attention to the landing page to which you are directing the recipients of the email you are sending.
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The other formula explains the effectiveness elements for the overall success of an email marketing campaign: eme = rv (of + i) – (f + a) wherein:
“eme” = email messaging effectiveness index
“rv”= Relevance – The compatibility of an email offer to a visitors motivations
“of”= Offer – The value you promise in your email capture in exchange for a subscriber (A component of value)
“I” = Incentive – An appealing element introduced in your email capture process to achieve a desired action (A component of value)
“f”= Friction – A psychological resistance to a given element in the email capture process( A component of Inhibitors)
“a”= Anxiety – Psychological concern stimulated by a given element in the email capture process (A component of Inhibitors)
The offer and incentive combined are the value as perceived by the recipient. The friction and anxiety are the two elements that construct the inhibitors – those that will pull your campaign’s effectiveness down.
So, in other words: Email Marketing Effectiveness = Relevance to the customer (offer + incentive to take action) – (friction elements in the process + anxiety about entering information).
To make your message be perceived as highly valuable to your customer, you should optimize you Value Proposition Assessment. This index is defined as the approximation of the potential appeal of an email capture by ranking the Desire X the Exclusivity. Make sure to have the value proposition clearly defined and to motivate the recipients to take action – the action you wish them to take. Ask us how
The Internet marketing space is no longer a playground for amateurs. It is a fast-changing, advanced and high-profit arena for specialists and experts that practice the scientific discipline of online marketing. But that shouldn’t scare anyone away. On the contrary, professional email Marketing is one of the strongest ways for businesses like yours to leverage the power of the Internet.
Exposing more people to your website is like bringing more people into your store, it only accomplishes half of what you need to do. The goal of all your sales and marketing efforts, in the very simplest of terms, has always been to increase the number of people who do what you ask them to do – BUY your product or service and encourage others to buy too. Every online business must have a comprehensive Internet Marketing Strategy. WSI E-Services can work with you to design, implement and monitor the results of your Internet marketing strategy.
Your prospects will evaluate your product or service and move at their own pace through the buying process. You have the challenging task of keeping the balance between staying in touch with relevant information and throwing them off with overbearing follow-up. It is the kind of task a WSI Consultant can expertly handle for you and on your behalf. Get help now – contact WSI E-Services!
For more information on how you can boost your online marketing efforts by implementing an effective email marketing strategy, contact WSI E-Services today.