Email Marketing Campaigns are one of the best ways to stay top-of-mind with your potential customers. But think about your own mailbox for a second. Don’t the emails from marketers get deleted first?
That’s because those marketers are trying to sell you and not inform you.
Don’t fall into the same trap. Provide your audience with the information they need to make smart buying decisions. Don’t only send out emails when you have a sale or have posted a new blog. Stay consistent in your message by email regularly with information and not simply promotion.
Goals of Email Marketing
The point of optimized content marketing, inbound marketing, and email-marketing campaigns isn’t to simply do what everyone else is doing just for the sake of doing it. The point is to put your brand in front of as many eyes as often as possible. You do that with repetition and by offering relevant content to past and potential customers at the specific point in the buying process to increase the odds of them purchasing one of your products or services.
Yes, most of your emails will get deleted. That is simply a fact a life. However, even if those people don’t buy every single time you send an email, this aspect of inbound marketing isn’t supposed to create a sale with every send. This is building your brand awareness and building trust that your company provides useful information as well as strong products and services. For customers to remain on your email list, your emails have to be relevant and provide a benefit.
The way to provide that relevance is to spend the time and break the members of your email list into specific points of your buying process. Why should a repeat customer get the same email as a potential client who just signed up for the email list yesterday? They shouldn’t and that’s why most email marketing campaigns fail. Everyone wants to feel like they are special, especially from the places where they spend their money.
Benefits of Email Marketing:
- Customer Chooses to Receive Emails
- Promote Brand to Qualified Target
- Offer Discounts to Members
- Offer Early Access to Sales or Products
- Keep Brand Top-of-Mind
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Generate more leads through properly structured content. Copyright Mike D. O’Brien 2016