With a wide range of different marketing strategies available for small business owners, Email remains one of the most effective marketing channels. With a 4,300% return-on-investment and a return ratio of $44 to every $1, email marketing is used as a core strategy for virtually every business today. Naturally, that doesn’t come without some challenges. Email marketing is also one of the more challenging strategies to master, as it does require some finesse. While you can be very effective at Email marketing, some business owners choose to hire a professional when it comes to building a great Email campaign. Let’s take a close look at Email marketing.

The Basic Principles of Email Marketing

Whether it involves first contact or continued engagement, email marketing is a way to develop a relationship between a company and a customer. Informative emails can be sent to a customer to develop trust, while sales messaging can be sent to promote conversion. Either way, email marketing builds brand awareness and increases the chance that the customer will eventually purchase a product or a service.

Email messaging often contains URLs or another type of call-to-action. Customers may be prompted to click on a link to login, find more information, or complete a purchase. These links are generally unique and tracked, so that marketers can determine whether their strategies are effective. By tracking each campaign and email message individually, marketers can eventually determine which strategies are most effective for their core demographics.

Email marketing today is mostly automated through products such as Get Response and versatile tools like AWeber. These solutions make it easier to run a complete email marketing strategy and to tie it into other messaging channels. When done correctly, an email marketing campaign will take very little time at all — and will achieve a superb return on investment.

Personalization and Triggered Events

There’s one problem with email marketing: there’s just too much of it. Average consumers may receive up to 88 emails a day, many of which have not been solicited. And that means that businesses and marketers must become a little more creative with their email messaging. There are two strategies that are often used in a successful email campaign:

  • Personalization. Personalized emails are tailored to a customer’s behavior patterns and interests. Rather than sending a customer a store wide discount, for instance, an email might be sent offering them a discount on the same types of products that they have purchased in the past. Personalized emails are far more likely to catch a customer’s eye and lead to both engagement and conversion.
  • Triggered events. Triggered events occur due to an action that a customer has taken. For instance, when a customer fills out a form asking for more information — or when a customer puts an item in their cart but doesn’t complete the transaction. Like personalized emails, triggered events work because they are relevant to the customer’s interests and wants. They don’t feel anonymous or impersonal.

Ultimately, any type of marketing seeks to show the customer that their needs align with your own. Your interest is not only in selling a product but in solving a problem for them. By personalizing and targeting your email marketing, you’ll be able to create more effective campaigns.

Automating and Optimizing Email Marketing

Of course, no one is administering an email campaign manually today; that would take a prohibitively long amount of time. That’s where tools come in. Automated marketing and autoresponder tools, like AWeber and Get Response, let you create emails that will then be personalized and emailed out automatically. These emails can be sent at intervals, on triggered events, or as replies to emails sent in.

Once an email campaign and strategy has been developed, it is these tools that will run it. But you’ll still need to track your customer relationships and your statistics if you want to optimize and improve upon your marketing campaigns. Services such as InfusionSoft tie email marketing into CRM solutions, for a broader spectrum of analysis and better customer support.

Businesses today can absolutely make money utilizing email marketing — and so can marketers. It all depends on the tools and the strategies that are used. By personalizing, optimizing, and automating emails, businesses are able to provide customers with the information and deals that they need. As long as the business is able to keep their customers engaged, they will be able to convert them to sales.



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