The Role of Email Marketing Within Your Marketing Strategy

Leighton Engage

Creating and planning your upcoming marketing strategy? Is email marketing part of it? If not, it's a huge miss—let me tell you why.

Email marketing is one of the most effective ways to reach and engage with your audience. Think about it, email is a huge part of our lives in 2018. In fact, 2.5 billion people use email and send a total of 196 billion emails daily  (Radicati Group). The numbers are on our side—those are impressive numbers for reach. But reach alone isn't enough reason to include email in your marketing strategy. How about ROI? "The average return for email marketing is $38 for every dollar invested." (Salesforce

Email marketing can be done on its own, but it's more successful as part of a marketing strategy. Your marketing strategy should consist of multiple marketing tactics to reach your target audience. You can leverage email marketing as a direct channel to nurture your prospects through their buyer's journey.

Why is Email Marketing So Effective?

Email marketing isn't something you do just for the fun of it. Email is a great tool to keep businesses connected with their consumers. In 2018, consumers are looking to stay informed and connected. Email marketing graphicWith the ease of email on mobile phones, consumers are constantly checking their devices for updates and offers through their email. A targeted email marketing strategy keeps prospects and customers up-to-date on the latest information related to your business.

Email is also action-oriented, measurable, and adaptable. Whether your email message is crafted to educate or share valuable information, it's important to include a call-to-action. It can be something as simple as a link to what they should read next or a button connecting them to a landing page a little further down the funnel. A call-to-action gives readers the opportunity to easily take the next step in their buyer's journey.

The best part of email marketing is the solid data you uncover. You know exactly how many messages were delivered—allowing you to revise your list if you get a high percentage of undelivered—and how many were opened and what links were clicked. This information is gold when it comes to adapting your strategy and content. Email metrics allow you to decipher what content appeals to your audience and adjust your strategy as needed. 

How to Use Email Marketing as part of your Marketing Strategy 

Now that you know email marketing is effective, how can it be used in your marketing strategy? To be honest, the possibilities are endless. Whether your marketing strategy goals are to create awareness, conversions, or customers, email marketing is a great tool.

Forge a conversation

Tired of cold calling? Try a less aggressive way of prospecting. Utilize email marketing to reach those who are already interested in your business. Email is a great way to reach out to past customers and prospects to start a conversation. You already have their contact information, which means they were interested at some point in what you had to say. Things happened, they fell off the grid, but don't give up, or at least not yet. 

A non-committal touch base email is a great way to reach out to a prospect to see if your business may be a good solution for them. A simple, "Hey, I know it's been awhile since we chatted last, I just wanted to follow-up to see if you were still looking for help with x."

provide helpful information

A great content marketing strategy incorporates email marketing. Why? Because the two were born to intersect. You've created phenomenal pieces of content that speak directly to your audience. You also know that you have prospects who are interested in the content you've created, so why not send it directly to their inbox? It's the perfect opportunity to re-engage with a prospect and provide the information they are looking for.

re-engage your audience

Utilize your website analytics to work for you in combination with email to nurture prospects. Email workflows can be used to send relevant content to prospects who were searching for related information. If a contact has been on your site looking at different pages, create a series of emails with related information to send. Utilize your great content related to their recent web searches and deliver it right to their inbox—how convenient and helpful! Continue to follow-up with nurture emails that provide more and more content and make sure to include direct call-to-actions.

Treat email recipients like individuals—create messaging and content specific to their wants and needs. This type of detail requires data to dig into your prospects and segment your list.

Feel like you better understand the role of email marketing in your overall marketing strategy? Given the chance, email marketing can be a great asset to your strategy and can fuel the overall success of the campaign.


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