Your New Email Marketing Strategy: Five Quick Tips

[By Tony Popowski]

Companies are seeing less ROI on their email marketing programs. As consumers delete their messages more frequently and set up stronger spam filters, many businesses are questioning email marketing’s relevance. I can see why organizations think that email marketing is dead. Personally speaking, I delete a lot of messages that come my way… because a lot of what people send me IS spam. However, I don’t think email marketing is dead – I think the “old school” email marketing strategy is extinct.

When the early adopters of email marketing were sending out e-blasts, the old school mentality was “I’ll just send a bunch of people my sales pitch and one of them is bound to hit.” Well, these companies didn’t have a lot of competition in the digital world at the time, so they were able to get some sales using this methodology. However, the problem is that every company joined on the bandwagon and now targets are bombarded with sales messages via email 24/7.

Consumer behavior and technology has changed… and so should your email marketing program. Here are five quick tips to help you use your email marketing program more effectively:

1)    Develop your content strategy: a strong email marketing program nurtures leads along the sales cycle. You can do this by using email marketing to establish your credibility. Instead of just relaying your company’s history or final sales pitch to colder leads, send valuable content to your audience. This includes quick tips, industry news or advice that solves their problem. By giving them what they want, they come to think of you as the subject matter expert. Then, when they’re ready to buy, they’ll come to you.

2)    Drive traffic back to your website: your website should be the hub of your marketing program, so you should always want to increase traffic. Include links in your emails back to pages on your website with more information for the readers. This further establishes your credibility. Ideally, your email marketing program should send readers back to pages with forms, or landing pages, so your consumers leave their contact information in exchange for something such as a white paper or checklist. This will help you identify top leads.

3)    Establish a consistent program: sending one email out every six months makes it harder for your audience to make a connection with you. Pick a consistent branding template and set a schedule for your email marketing program.

4)    Utilize tracking reports: email marketing vendors typically offer tracking reports which show you who views your email, who unsubscribed from your email and who clicked the links on your message to visit your website. Use this data to form more targeted lists and create specific emails accordingly.  

5)    Update your list: people come and go from companies, professionals get promotions you’re your targeted decision maker or consumer can change at the blink of an eye. That’s why it’s important to add new email addresses to your list and update incorrect information.

In today’s business environment, buyers are more insulated and harder to reach.  By using a more a strategic email marketing approach, you can more effectively establish credibility with your target audience and nurture leads.