If you truly want to be successful in marketing your company or organization, you must develop and implement an email marketing strategy. Email is used by everyone. Email is used by even the most popular social networks and blogs. However, you cannot simply write an email and send it to everyone you've ever met. This is known as spam or "spray-and-pray," and it can irritate people.
Email is popular among marketers because it is adaptable, free, and traceable. When properly designed, an email marketing strategy can be the most powerful marketing tool at your disposal. It can be used to raise brand awareness, notify customers and prospects about new product or service offerings, and follow up after people make a purchase or subscribe to your content publications and to cultivate a relationship with your customers and prospects.
Your marketing strategy should provide answers to all of the questions you and your customers or prospects may have about why you are sending out emails.
- Explain why. The first section of your email marketing strategy explains why you want to send emails. What are you hoping to achieve by doing so? There could be a variety of reasons for sending different types of emails.
- When? When and how frequently you send emails to customers and prospects is an important part of your email marketing strategy. How frequently should you contact your various list segments, according to your strategy? Will you send out a monthly newsletter? Will you send out new product or service announcements on a regular basis? Will you launch a major product through a carefully crafted series of emails? Will you send out reminders about warranty expirations, annual events, and so on?
- Whom. Because the goal of an email marketing strategy is to make each email more relevant, you must be very specific about who will receive each email. In fact, you will most likely need to send multiple versions of an email to different parts of your mailing list.
- What do you mean? What is your message? A good email marketing strategy will indicate that this should be different in each email. Will you send out company news? How frequently do you do it? Will you send me information about new content on your website as well as links to it? Will you publicize special events, such as sales? Will you provide information on additional ways you can assist your clients?
An email marketing strategy, for the most part, aims to sell products and services, provide information that moves readers closer to a purchasing decision, and follow up after the purchase is made to sell another product or service or to ensure that the customer is satisfied with the previous purchase. A good email marketing strategy will reflect recent trends that are shifting email from "mass marketing" to "mass personalization" of the message, offer, and interaction. A measurement and analysis segment is also included in an effective email marketing strategy. You should track the rate of response to your email messages and make changes to improve their effectiveness. You will also gain a better understanding of how your customers want to interact with you.
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