4 Effective Email Marketing Strategies
If you’re passionate about building relationships with customers, increasing brand awareness, and generating more leads, email marketing is the perfect solution for you. According to ExactTarget, 91% of consumers check their emails daily and the Direct Marketing Association cites that 66% of consumers have made a purchase as a result of an email marketing message.
To help get you started, here is an overview of some of the most common types of emails used by businesses and how they can be used to further your marketing initiatives.
The simple stand-alone email focuses your audiences attention on a single call-to-action, with the goal usually being to send them to a landing page.
Some of the advantages to this type of email marketing strategy are its:
- Easy to build format
- Minimalistic design
- Clear call-to-action
Limited design skills are needed to create a stand-alone email, and the text essentially contains the same information as the corresponding landing page on your website. The real challenge is to write a compelling headline and an enticing call-to-action to get potential buyers to open the email and take the next steps in the process.
Lead Nurturing Email
A lead nurturing email is all about timing. When initially seeking information about your product, many people are not ready to buy. A lead nurturing email gives you a chance to warm up your lead to the idea of purchasing your product.
Once someone engages an offer, a series of emails will be sent over the course of a few weeks in an attempt to pull them further down the sales funnel.
When putting together a lead nurturing campaign, you must create relevant emails specifically targeted based on the action your lead took.
For instance, if a person downloaded a free eBook about email marketing, its unlikely theyd be interested in an offer about website design. But they may be inclined to read a blog discussing important email marketing metrics.
Customize the content to fit the needs of your buyers
The main purpose of an email newsletter is to increase brand recognition. When a website visitor signs up for a companys email newsletter, they come to anticipate its arrival, which makes it more likely they will stay up-to-date with company news.
The format for email newsletters allows you to include a wide variety of information and gives you an opportunity to repurpose content, like blog posts and white papers. You can even promote time sensitive offers or business events.
Moreover, tracking click-through-rates makes it possible to determine what kind of content is resonating with your audience, so you can continue to increase the performance of your email newsletter.
Some of the disadvantages of this type of email marketing strategy include its lack of a clear and specific call-to-action and its complicated layout, which requires additional design time.
An email digest provides a summary of existing information. Your digest could include a compilation of the months top-performing blog posts or a list of important data that may be of interest to your audience.
Email digests work great because they are:
- Easy to put together
- Have a clear timeframe
- Share your most exceptional content
Additionally, your audience will begin looking forward to receiving your email digests, which increases the likelihood of engagement.
Add Email Marketing To Your Inbound Marketing Strategy
Now that you have a good understanding of the different email marketing strategies available to marketers, its time to start figuring out which one makes sense for your brand.
Need help developing and implementing an email marketing campaign for your company? Give Horton Group a call today at (615) 292-8642.