Your organization probably isn’t spending enough time or effort on your email marketing strategy. While many businesses consider themselves to be utilizing the tactic—93% of B2B marketers to be exact—we find that most aren’t taking full advantage of email marketing. After all, your audience is there; active email accounts are expected to hit 5.6 billion by 2019. So why are most organizations only sending out a monthly newsletter? With claims to fame like achieving average 3800% ROI across industries, we should really be spending more time optimizing our approach to this important tactic.
It’s crucial to develop and execute effective email marketing campaigns
Email is one of the more direct ways to get in touch with your customers and prospects. Especially with permission based email (meaning they’ve subscribed to your communication) the audience is typically more qualified than most others you’d reach with digital or traditional marketing tactics. With email you can educate, drive traffic, increase awareness, build loyalty, and more. And there’s plenty of data to back it up, 59% of respondents say marketing emails influence their purchase decisions.
There are three key ingredients in a great email marketing campaign
- Clear goals and conversions
- An organized list of your customers, prospects and other relevant contacts
- Meaningful content and/or offers
When prioritizing email marketing for your organization, you need to begin with your foundation. What are the goals you have for your outreach? How will you measure success? Understanding foundational strategic elements can help you deliver your campaign more effectively, and also better understand how it’s working—which can lead to small optimizations with big payoffs. Of course, none of this can happen without a great list with accurate data, so that will always be the most important ingredient to a successful campaign. Take the time required to build these assets, and your bottom line with thank you for it.
Don’t be spooked by data privacy, stronger regulations can be a good thing
With the introduction of GDPR and other regulations concerning permission based email and data collection, email has changed for the better. But for marketing teams who already feel spread too thin, they can feel like another hurdle that’s too much to overcome. While it may seem more challenging for marketers to grow their list rather than purchasing lists in years past, the ultimate results tend to be much stronger with a more qualified list of contacts. Working with a partner who knows the GDPR landscape is a great way to get your materials up to code
Email marketing isn’t all sunshine and rainbows
The email landscape is more saturated than ever before. How many emails do you get daily from organizations you interact with? Because people’s inboxes are overflowing, we’re seeing shifts toward more personalized content and delivery, thanks in part to marketing automation tools that allow us more access to information and automated delivery. Think less “email blast” more “nurture campaign.” The trouble is, it takes time and a bit more expertise to execute these kinds of campaigns. However, the juice is worth the squeeze when you consider the improved open rates, and increased revenue from these approaches.
There are plenty of reasons to invest more time and energy into your email marketing strategy. Don’t let your campaigns run in the background, when you can take proactive measures to make an impact, nurture prospects, and achieve stronger ROI of your marketing efforts.
is the Director of Digital Marketing Services and is completely obsessed with the ups, downs, ins and outs of the digital landscape. You’ll know it’s her by her “irresistible” fake British accent and steady stream of quips. Remember, if you didn’t ‘gram it, it didn’t happen. Follow her on Twitter @SJohnsonRI.