Email is an integral part of any successful marketing campaign. A strong email marketing strategy helps you connect with the target audience in a highly personalized manner. It builds relationships, converts leads, and turns customers into brand ambassadors.
Incorporating email marketing into your campaign can raise its ROI to 4200%. It does this by boosting retention and moving prospects down the marketing funnel.
A marketing funnel describes a consumer's journey with your company, from awareness to conversion. The three stages of the funnel are:
As soon as your prospects are past the awareness stage and share their contact details, you can start the email marketing campaign. At this point, they become leads.
Being top of mind, via their inbox, you can strengthen your lead nurturing efforts and guide potential clients through awareness and consideration to conversion.
Once the lead converts, email marketing can help build loyalty and nurture retention. This is essential to building a proper relationship with the audience at all the stages of the marketing funnel.
However, first, you must get the prospect’s email address.
Your email marketing campaign starts with acquiring an email address. If you already have a solid marketing strategy in place, getting an address is more than half the job.
Acquiring an address requires a strategy on your part. A few ways you can collect email addresses are to:
People are ready to share their contact information in return for something valuable. This could be in the form of:
Make sure that what you offer is truly valuable and relevant to the target customer. Otherwise, they have no reason to give you their email address.
Promote the offer:
Some clients are ready to give up addresses without expecting anything in return. When they visit your website or a brick-and-mortar location, ask them to fill out a contact form so you can keep in touch.
You can also ask your existing clients to share your email promo with the people they know. "If you like this email, forward it to a friend" goes a long way toward collecting new addresses.
Contests work well on both digital and traditional marketing channels. Sharing an email address is the “price” for entering a contest.
Adding bonuses to the prize if participants promote your contest through social media can boost engagement and entries.
Once you build an email list for your marketing campaign, make sure to clean it up. People tend to make typos when sharing their information or leave non-existent addresses to get something valuable but avoid revealing personal information.
When an email reaches a non-existence address, it is called a “bounce.” If your emails receive too many bounces, service providers' algorithms may assume you are sending spam.
Email marketing is the pillar of an effective marketing campaign. It can help you move prospects down the marketing funnel, raise brand awareness, boost the campaign’s ROI, and improve customer retention.
Using the latest email marketing tactics, you can streamline both digital and traditional campaigns to improve the company's bottom line.