Email marketing is possibly one of the oldest forms of marketing in the digital age. Marketers have utilised a variety of channels to get their brands to those who are interested in purchasing them. Email marketing, when utilised effectively in conjunction with other channels like as social media marketing, has the potential to enhance consumer engagement, which in turn affords additional opportunities to increase conversion rates. No matter what, in this rapidly evolving digital environment, the focus needs to be on the consumer and her journey, rather than selecting social media or email as the medium of communication.
Rather than being the aim in and of themselves, the routes of communication are only a means to an end.
Changing your way of thinking is really necessary in order to propel success for your company.
When it comes to using digital channels to advance your marketing efforts, the first step that is very necessary is to establish the aim, as this will guide you in selecting the proper channels. The answers to these questions should be provided before moving further with the process. As an illustration, does your company strategy necessitate a big base of consumers who place low-priced purchases or a small basis of customers who place high-priced transactions? Are you more concerned with the order value, regardless of whether the client is new or an established one, or is the customer lifetime value your primary objective metric? The strategy that you choose to use for outreach must be either broad-reaching or targeted, depending on the objective that you desire to achieve.
Getting a business email hosting for your company could be the first step and the next step would be to leverage this professional angle of your brand to communicate with your clients or prospects.
Let’s take a look at these two strategies, as well as the role that email marketing plays in the whole picture.
1. Extensive scope
As a company, you have invested a substantial number of resources, including time, effort, and money, in the process of constructing a mailing list of prospective consumers. This list is an addition to the client list that you already have. It is clear that you have a comprehensive awareness of their tastes and interests.
In light of the fact that you have clearly stated the goal, it is now essential to segment your audience list in accordance with that aim. More precisely, the action that you want them to do as a result of your email campaign.
Do you want to raise people’s knowledge of your brand, or do you want to promote a particular product? Is it to obtain information on the most recent trends, or to monitor the activities on their account? On the other hand, is it to renew, activate, or improve the utilisation of your product?
At the beginning of the process of developing email marketing campaigns, it is essential to write down the plan for following up with the recipients. When it comes to these subsets of responders, it is beneficial to keep track of metrics such as openings, click-throughs, and follow-up action. Other indicators of interest include the amount of time spent on emails and the number of emails that are deleted. Not only can they aid improve the quality of your message, but they will also assist you in selecting a more productive time of day or day of the week.
To guarantee that your consumers continue to subscribe to your email list and to provide you with important feedback that can be used to improve your marketing efforts based on what is successful and what is not, the content of your emails should be pertinent and aligned with what your customers desire.
2. Reaching out to certain individuals
Currently, account-based marketing (ABM) is a topic that is receiving a lot of attention, particularly in the business-to-business (B2B) sector. This is because ABM places a high priority on the acquisition and ongoing engagement of high-value clients through personalised and relevant communication. Email is an essential medium in this context.
Once the sales funnel has been converted, ABM techniques are implemented to engage the existing clients in order to fuel growth. This is done in order to accelerate the sales pipeline. Building the authority of your brand, increasing the quantity of leads, driving revenue, and growing value are normally the goals that you have in mind when you take advantage of ABM. This strategy is diametrically opposed to the conventional paradigm for lead generation; with this method, the funnel is turned upside down, and the emphasis is placed on the customer experience. You offer yourself a decent chance of accomplishing these goals by participating in email marketing initiatives that are successful.
When it comes down to it, the decision between using account-based marketing versus traditional email marketing is entirely determined by the objectives of your company.
Conclusion
The conversation that is taking on right now has to shift from contrasting social media marketing and email marketing to focusing on how to improve the customer experience across the customer journey. If you think this approach can fit your organization, nothing like it.
Hoping that you have understood this article. In case of any doubts or queries, please share the comments in the section below.