Interested in an inexpensive marketing option that reaches a large number of recipients with a desirable ROI? Welcome to the world of Email Campaign Marketing! Though this isn’t by any means a new concept, research does support the notion of its success. Sixty percent of business decision makers prefer e-mail and the internet over other mediums for receiving marketing messages according to a recent Jupiter Research Poll.
In terms of ROI,The Direct Marketing Association estimated email ROI a few years ago at just over $45 for every dollar spent. Not a bad investment for a relatively short amount of time. Used correctly, email can effectively serve as a nurturing tool for existing leads and gaining new leads through an efficient email marketing campaign. Want to learn more? Of course you do! Here are the top benefits we’ve discovered through our own experience.
This blog post is part of "Your Definitive Guide to Lead Nurturing" blog series.
What’s great about email is its versatility. You can email as many or as little recipients as you want. So, before launching a full blown campaign, it’s useful to select a sample population to test out proposed campaign messages and offers to gauge whether or not you’re on the right track. The one that receives the highest response rate can then get utilized in the actual campaign.
Have different target audiences in mind? Easy. Email marketing makes the task of personalizing different emails to different demographics a breeze. And its affordable! It’s a win-win,why-not-give-it-a-shot, opportunity. Learn about your different audience demos and customize a different yet similar message around them. It’ll work wonders for your ROI.
Email tracking and analytics allow you to witness the success of your campaign in real time. This in turn lets you tweak your content as necessary. These results include click throughs, open rates, bounce rates, and other key metrics. Knowledge is power, and email analytics provide the insight necessary to make quick adjustments to avoid wasting time…and money!
Personalized emails and follow-ups after either an e-book was downloaded, or a trial initiated, or a product purchased makes all the difference. Offer a deal for the next purchase, use email analytics to your advantage by offering them an additional service. Putting a personal touch on your message not only engages your audience but builds trust. And trust breeds loyalty to your brand.
Email marketing campaigns are clearly a great way to engage your target audience for a relatively inexpensive cost. If you think I may have missed one or two of these benefits above feel free to comment below! We’d love to hear your thoughts.
Looking for help with your lead nurturing strategy? Supercharge it with our free Next Level Lead Gen guide, which focuses on following through with leads and guiding them down the funnel. Click to download!