Just last month Forbes published this article touching upon how to approach email marketing for your business. I thought this was extremely fitting, given this week's upcoming class topic as well as our group projects.
First, the article does a nice job putting the stigma of email marketing to shame. As consumers, its easy to think about the crazy amounts of email blasts we receive and the fact that we rarely touch them. However, as it explains, if done right email marketing can be a highly successful and valuable touchpoint for companies, especially for service industries.
In fact, the article shares that companies will receive $35-$40 for every dollar invested in email marketing. Here are some key takeaways on how to make it successful:
- Speak to your ideal consumer: Offer what your perfect customer wants and needs, and how your business solves problems in your industry. Focus on building devoted customers who stay loyal to the brand.
- Unsubscribers: Don't care about them. Again, quality over quantity. These people are actually doing you a favor by not wasting your time or money on them. Use these as directions towards how to find YOUR consumer.
- Unopens: Pay attention to who's not opening your emails, though. Regularly cut the fat off by offering inactive people one last chance to stay - if no response, cut them. Again, don't waste the time or the money.
As a new marketing and a consumer who ignores 9/10 marketing emails I receive, I really didn't understand the point of email marketing. This article was helpful to understand that not only is it proven to be a successful tactic, but how to approach this when moving forward with our assigned companies for the group project.
Additionally, the article also offers downloadable worksheets to help you get started on an approach.
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