Marketing plans are designed to raise the company’s profile, attract new customers, and promote customer loyalty. Marketing strategies that fail to accomplish these objectives can undermine sales and cause profits to decline. The survival of any business can depend upon the success of its marketing strategy.
Ideally, your business’s marketing plan should be multi-pronged and use a variety of strategies to achieve your marketing goals. Many companies make the mistake of focusing solely on visible promotional options, such as promotion via social media and advertisements, and underestimate the business value of email marketing. As a result, email marketing is often underutilized, despite producing higher profits than all other forms of marketing. With an effective email marketing strategy, it can be one of the most powerful tools in your marketing arsenal.
Email marketing refers to promotional efforts distributed via email directly to existing or potential clients. It can include all correspondence sent by your company to any individual or group of people. This means emails that address a consumer complaint or respond to customer queries can be considered part of your company’s email marketing.
Businesses must compete for the attention of potential consumers. People used to primarily rely on television, radio, and newspapers as information sources, which drove advertisers to those platforms to reach customers. New forms of media have expanded the options for promotion, but they also compete for people’s attention. Every second there are 6,000 tweets posted on Twitter. A single advertisement has the potential to reach millions of people, but it must compete with all of the other content that’s posted.
Email marketing campaigns rely upon existing contacts. They are distributed directly to consumers who have either purchased products from you or expressed an interest in your company. They are sent directly to each person’s email account, so they bypass the volume of content posted online.
Types of Email Marketing
There are several email marketing campaigns your company can implement. It is common for businesses to utilize a welcome marketing strategy to greet people when they sign up for your email newsletters. You can take the opportunity to let subscribers know about your company, your brand philosophy, and your social media platforms. This can also be an effective time to ask for input from new subscribers, such as how they heard about your company and what their product interests are. You can even gather personal data, such as their birth date.
Standard promotional emails can be used to introduce new products and provide information about sales and special discounts. These are similar to seasonal campaigns featuring products and services ideally suited to specific holidays.
Triggered emails can be prepared and distributed under predetermined circumstances. For example, if a customer purchases a product you may have a triggered email sent to confirm their order and provide information about related products they may also be interested in. If a customer puts items in their cart but does not complete the order, a triggered email may be sent after a period of time to remind them about their pending purchases.
Email Marketing Tools
Use LinkLaboratory to identify keywords to include in your content and determine how to incorporate links in your newsletters that are designed to increase traffic to your company website. Many email newsletters are posted on company websites, and links in your emails can also be used to drive traffic. It is important to have a strategic search engine optimization (SEO) plan and implement it in all of your marketing channels to ensure it is effective.
Newsletter distributors can be used to manage subscription lists and send out promotional content. Many companies offer free or low-cost subscription and distribution services. It is important to review the terms of service and features offered to identify the best email marketing platform for your needs.
Innovative approaches to marketing will distinguish your company from competitors and promote consumer loyalty. For example, you may prioritize humor in your email marketing campaign. People may look forward to reading your company’s emails because they make them smile or laugh. This can be an effective way of ensuring your email content is read regularly.
Emphasize personalized content. Prioritize discounts to celebrate consumers’ birthdays. Learn about the interests of your subscribers and tailor content to their hobbies. They will be more likely to read your emails when they receive them. Consumers are more likely to be loyal to a brand or business when they believe the company cares about their needs and interests.
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