Email marketing can be a business's best friend. Keeping in touch with your customers and promoting special events and new product releases are just a few of the perks email marketing can provide. But that same medium of communication can quickly turn into a "frenemy" (you know, a friend/enemy).
Inbound Marketing Blog
Email is a powerful tool for communication employed by nearly everyone. It helps us stay connected with family, send friends cat videos, get offers from our favorite companies, and maybe even get notifications from our place of business. The fact that it’s so prevalent and easy to use, can lull us into a false sense of security, especially if you depend on it for business.
Social media has become a go-to marketing technique for businesses. Platforms such as Facebook and Twitter are used to keep your business relevant. However, email marketing is sometimes neglected. Though the initial effort put into an email campaign can seem daunting, it is in fact a simple process, and the results are well worth the time.
Having experience in email marketing, we would like to offer you some tips on strategies to either start or improve your email campaign. The three main areas of focus are:
- Content Building
- Building Contact List
- Working with Other Media Platforms
Last spring I was thinking about a key problem with small companies trying to do email marketing. I realized that most of the email campaigns companies attempt fail miserably.
It’s amazing how often I get added to a newsletter list from a company that I don’t care to hear more about. Maybe it’s someone I know or maybe it’s someone I just met at one time. I know that the only reason the majority of the lists I get added to is because they found my email address or got my card at some point. (By the way, that’s illegal… just sayin’).
I unsubscribe from emails more often in a week than I can count. I find that so few emails I receive have any value to me at all.
So, last spring, as I was contemplating this, I had a hair brained idea. I thought, what if those emails were 100% educational? In fact, what if those emails were so selfless that there wasn’t even a “contact me” line or any sort of advertisement? What would happen?
Drip marketing campaigns (sometimes known as autoresponders) are not your traditional e-mail marketing campaign. Traditional e-mail marketing campaigns are built one message at a time and are sent to an ever-growing list of your business contacts. E-mail marketing is a great way to spread news and updates about your business to those interested in an easily distributed format. You don’t accrue costs the same way that you would with traditional mailers and have full control over how the end user will interact with your message.
Drip marketing isn’t your typical email marketing campaign. Unlike a regular email newsletter, drip marketing campaigns allow you to create a program to take your subscribers through. Drip campaigns traditionally run in either 12 or 24 email formats, however they can be of any length.
The primary differentiating factor of a drip marketing campaign from a traditional email campaign is that new subscribers to your list always start with the first email in the series, and not the most recent email as with traditional campaigns. This means that you have the ability to create a campaign once and utilize it as long as you would like, as long as you are updating your contact list with new email addresses.
There are many ways of keeping in contact with your customers through technology. It doesn’t take a genius to realize that the more times you connect with your customers, the more likely they are to remember you and choose your company's product and/or services over a competitor.
In marketing, the official term is called ‘touches’ – it is how many times your customers have to see/interact with your company before they purchase a product or service from you.