Navigating cutting edge digital solutions can be challenging, but email is a classic marketing channel that remains one of the most effective. The truth is, the people you are trying to reach are on their email every single day. Email is one of the most sustainable channels for marketing. If you’re not already utilizing it, you’re missing out on potential customers.
Getting into someone’s inbox isn’t much of a challenge, but staying there can prove challenging. People are naturally inclined to want to unsubscribe. They are bombarded with emails every day. Emails take up space in an inbox and they take time to read. You need to give your reader something valuable and relevant to make sure that the time they spend reading your email is worth it.
The email marketing process can be as simple or as involved as your organization requires. From a straightforward email blast, to an intricate drip campaign, to a fully automated marketing solution, there are plenty of advantages to incorporating email marketing into your digital strategy.
Email marketing, at its most basic, begins with the email blast – a simple, timely message sent to your email list. While email blasts can be criticized for a lack of targeting, they are the best and easiest way to convey a single message to a large audience, like a big announcement.
A step more complex, acutely implemented email drip campaigns effortlessly cut through the noise created by your competition. A well crafted email marketing solution satisfies your readers with valuable, relevant information that won’t make them want to unsubscribe. A good email drip campaign is a series of emails sent out on a schedule intended to move leads more quickly through your sales funnel. These emails keep potential customers interested over time so that you are top of mind when they decide it’s time to make a purchase.
The best part is, it doesn’t take much effort at all. Once it’s set up, a detailed email drip campaign could eventually reach a point where new emails are only being delivered often enough to keep your organization in your prospects’ and customers’ heads – perhaps only once every few months.
Email drip campaigns can get as detailed as you desire, leading different segments of your potential customers down different paths toward an eventual goal. Different email drip campaigns can be tailored to speak to current customers or nurture new prospects. The opportunities are endless for tweaking your message to reach your audience.
Our most intricate tool for email marketing campaigns is full marketing automation – software which pairs with email to allow you to create, coordinate, manage, and measure all of your marketing efforts. Discover how marketing automation can work for your organization.