With hundreds of ways to reach your target audience these days, marketers must be specific.

There is no “market to all.” It is “market to a specific niche.”

That’s why email campaigns have become so incredibly important and essential to your gig. This is one-on-one time that you have with your customers.

So yay, it works for others. But WHY should YOU incorporate email campaigns into your marketing strategy?

List Making

Almost every website nowadays has some sort of conversion pop-up window that shows upon clicking on the homepage. You’ll recognize words like “subscribe,” “join now,” “sign up for our mailing list.” And they are all capturing customers’ email addresses one by one.

The greatest part is that after reeling in all of the addresses, the company can easily categorize them into sets; this becomes a simple form of consumer segmentation. Now, the company can “talk to” or sell to these individuals with the proper language, channels, and more.

KPI’s

Key performance indicators are crucial to watching the progress of your marketing efforts. They are the number attached to you objectives. For example, a company’s objective may be to increase the number of subscribed email addresses; the KPI for this may say, “to increase the number of subscribed email addresses by 10% in 45 days.”

For email campaigns, company’s are able to set similar numerical goals to ensure they are seeing progress at all check points in efforts to reach their ideal audience. Doing so, they will be able to track the call-to-actions (CTAs) within each email and report whether or not a certain individual converted to purchase.

Engagement & Loyalty

First your following must engage; in this case, your customers will engage by subscribing to or entering in their email address on your webpage. Next, you engage back with them through a newsletter, a simple “thank you for joining and here is what these emails may offer.” Lastly comes loyalty—the toughest to obtain.

Gain a loyal following of customers through personalized messages, holding real conversations, and producing relatable, genuine content within emails. Think of this as making the individual feel as if you are giving to specifically to he or she, not to all others on your email list. You are giving back to those who give to (or buy from) you.  

Direct Feedback

When sending emails, you want to include things that others who are not a part of the email list would see as “worth it.” Your goal is to have your subscribers thinking that they have unlocked magic deals that only exclusive members may receive, and for those who are not yet exclusive members, to be convinced that they would enjoy or appreciate the magic deals.

Giving deals or discounts, sending surveys, or maybe providing your customers with the latest and greatest ideas or products, will deliver immediate feedback. If your customers aren’t interested, you will know; they either won’t respond, or will not buy. The same for a positive interest; you will know if they are intrigued if you receive an answer. Email campaigns allow you to see and make changes on a day-to-day basis as needed. You can stop creating and sending superfluous content, and hone in on exactly what makes your customers purchase.

Give email campaigns a go in your next marketing strategy. You might be surprised by the amount information it can provide, and the amount of prospects that quickly turn into loyal customers.

1 Comment

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