Email marketing focuses on sending a message in order to acquire new customers, develop relationships with current ones, create loyalty, interact with contacts, increase sales, build trust in a service or product, confirm a purchase order, among others. other goals.
I think email marketing makes sense to most people. Most of us have email, and most people get marketing through their email. Yes, you may hate it, but there is a type of email marketing that works.
This is usually when you’ve asked a company to send you emails by signing up for a newsletter of some kind. Now, some may have done this and regretted it because of the onslaught of emails that they’ve received.
But in many cases, these are products/services that they’re interested in and would like to be updated on. Sometimes, they may want a discount on a sale or something of that nature. This is where you can take advantage of your client’s needs and interests. So, how do you get a good list of people through your clients?
Content for Email
Now, what do you send your email lists? This goes back to content marketing, which if you’ve watched any of the other videos, you’ll know is really the crux of what we do here at Dweeso. We create strategies for content marketing so that you can reach out, connect, and get your message across to your prospective clients.
You want to direct them to other online assets that you have, maybe a video or a landing page. You want to create interesting & relevant information for them. This can be a newsletter that updates them on relevant information in their area if you’re a local business or something new in your respective field. If you’re a plastic surgeon, you can talk about new plastic surgery techniques that may be of interest to your client base.
These are all different ideas for content, and the email you send should be short and to the point. Make sure people read it. It can be dynamic. I prefer emails to be not so media-reliant, as they just get blocked by different servers sometimes. Just have a quick email that’s really short; a pitch and a call-to-action like a link to a landing page or another asset that will have the main weight of the information you’re passing along.
You want to have a good hook that will get people interested enough to click on the link and get them to where they need to go. Email marketing is really about moving people down the funnel.
Like a sales funnel, there’s brand awareness, which may be how you built your list; by getting people interested enough in your brand that they’ve shared their email with you. Now, you’re trying to qualify those leads through new information. You may be incentivizing them to work with you or to get your product.
Why Email Marketing is Important
Email marketing is extremely powerful for a lot of reasons. One is that you’re basically getting cheap leads. The leads effectively are the cost of the content and the cost of whatever email service you’re using. Email services can be an operator you’re paying to actually do this, or a service such as Dweeso to perform it for you. Those are really it.
If you’re dealing with a high volume of emails, you are likely to get a decent percentage of those to work with you. And that’s gonna be a much higher ROI than, say, pay-per-click since you’re not paying for those clicks. You’ve got those people as a captive audience. You’re paying in some way, but whenever I do these kinds of breakdowns, the cost per acquisition for an email is much lower than a pay-per-click campaign or a social campaign. Now, in a sophisticated digital marketing strategy, email is working with leads that you’re getting from your paid campaigns or your organic campaigns. They all work together. That’s something that you need to factor in.
However, I don’t think that you can just rely on email. You need to work with all of these different channels, and what’s known as multi-touch attribution. And I’ll go into that a little bit later. Multi-touch attribution basically means that you are getting clients through multiple different touches. Maybe the first thing that they touched was a social campaign. Once you’ve gotten that information, you’ve emailed them – possibly several times by now. They know who you are. Then maybe one day, away from their desktop, they’ve got their phone on them and they Google your business. And if you had a basic tracking system, you may think “hey, I got an organic hit.” But you’ll know it is a branded keyword that they looked for: your business, which means they knew who you were. Which, in turn, means that you cultivated that lead.
It came through a lot of different channels and that’s effectively multi-touch attribution. That’s something that you’re going to want to install into your sophisticated, mature digital marketing department. But in the beginning, you need to at least have one engine for generating emails, one for generating email lists, and another one for email campaigns. These campaigns are reaching these people on a regular enough basis that you are staying on their minds without being overbearing to the point of unsubscribing.
So pick your content, pick the people that you’re going to segment, and the message that you’re gonna send to each of those different market segments that we talked about earlier. You’re gonna see really good results from your email marketing campaign. If you have more questions, please contact us and we’ll get you started with an analysis and a free strategy lesson.