The state of the inbox: Overloaded!
Email can be a very inexpensive method for contacting clients. However, most consumers and business professionals feel overwhelmed by email. This means that now, more than ever, it is vitally important to use smart email campaign strategies in order to reach both your loyal customer base, and to bring new sales leads into that fold.
Email marketing can certainly be an acquisition tool, but it is truly more of a nurturing tactic that can help you get the most out of the client base that already has intimate knowledge of your brand.
Email marketing can also assist your sales team in moving prospects and leads along the path towards conversion.
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Email like SEO, is a science
It requires many factors to get email marketing "right" and to win people over. How does a business achieve email marketing success? Email marketing requires control groups, variable testing, careful use of content strategy when formulating things such as the "From" email address, the subject of the email, as well as other tactics in timing and scheduling and using a system that allows for readability across desktop and mobile platforms.
- Strategy, Methodology
- Targeting your audience
- Crafting your message
- Follow-up and metrics
The emphasis will be on bottom line results, ROI. Getting high readership is critical but part of the program should include encouraging other behaviors such as subscribing to a service, taking a survey, participating in an event, driving them to a web page, referring an associate, or attending an event.