Creating an Integrated Email Marketing Strategy
The content created for educational messages establishes expertise, builds trust and can be repurposed on other channels. Google's shift to conversational search requires marketers seeking better ranks to provide quality content. The best information speaks directly to the people who buy your products or services. Incorporating educational messages in your email strategy allows you to discover what drives sales and keeps customers coming back. The same messages will attract prospects.
Much of the information about relationship marketing implies that people want personal relationships with companies. They don't. People want personal relationships with friends and family. They want companies to make it easy for them to solve problems. It's a bonus if the company solves the problem without participation from the individual. Trust is established when company's consistently deliver on their promises. Trying to create personal relationships with people who don't want them is foolish and a waste of resources.
A better strategy is to find people's pain points and make them disappear. This creates a trust relationship. Email is an excellent tool for sharing information and learning about your customers' needs. An optimized email marketing strategy includes promotional, educational, and informational messages. Personalization is a key component that can be added by connecting historical data with targeted content.
We are entering a new era for email marketing. The timing is perfect for retailers and any business that peaks in first and fourth quarters. Optimizing your email strategy when the volume is at its peak allows you to learn quickly what works best. You can do this while still sending the promotional messages known to generate cash flow. Waiting to see if the changes to email delivery have an effect will put you behind the competition. Start immediately, plan well, test everything and use the actionable information to improve the customer experience and your company's success.