Email marketing might be the most overused marketing tactic in the bag, but that doesn't mean it's time to turn your back on this powerful tool. The challenge is to use it right. What most people don’t know about email marketing is that it’s a lead nurturing device, NOT a lead generating device. With that in mind, here is how you should be thinking about your email marketing campaign tactics:
First, the people on your email marketing campaign ALREADY KNOW YOU -- that’s how they got on your list -- so there's no need to drive them back to your website home page. Instead, nurture them with educational content, sending them to dedicated landing pages that create strong emotional connections and ensure that your company is the most trusted choice in your field.
This is done by first creating a strong email marketing strategy that includes topic creation and cross-promotion of a variety of low-risk offers like webinars, demos or assessments. Whatever you do, don’t send emails that sell. All this does is make you look like everyone else and teaches your precious prospects to start ignoring your future emails.
The people you are emailing aren’t going to buy from you until their pain becomes acute and they feel safe choosing your solution. Email marketing is the best way to stay in front of them until this scenario presents itself because email marketing is delivered one-to-one and for about one penny per email. So, instead of taking a repetitive, big-budget mass advertising approach until their pain becomes acute, you are now talking to them on-to-one and paying a more appropriate cost to do so.
Finally, the reason most people resort to discount selling emails or product specific emails is because they don’t have the content to produce an educational email series. Sorry to sound like a broken record but, during the planning phase of your marketing strategy, make sure you have the right content to engage your target market. Then deliver that content through your email marketing campaign.
Start Today - If you're not emailing your list monthly, start immediately. If you ARE emailing to your list regularly, take a look at the performance of your program. You should be expecting a 20% click-through rate and at least a 3% open rate. If you aren't achieving that level of performance, try using more creative subject lines and more compelling content with links back to dedicated landing pages. Last, if you are emailing out promotional emails or discount oriented sales emails, stop. Go the educational content route for a few months and see if your program performance increases. I bet you a beer (a root beer) that it will improve dramatically.
To see some examples of educational email marketing, click on the link. To get help with your email marketing, drop us a line. We are always happy to discuss your email marketing campaigns and make some recommendations.
Square 2 Marketing - Leading the Marketing and Sales Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.