The Importance of Always Having a Solid Email Marketing Program
As we all adjust to what may be our new normal, digital marketing becomes ever more vital. Now is not the time to go dark, even if you can’t meet with prospects and partners face-to-face as you normally do. A solid email marketing program should always be a part of your digital arsenal, no matter what's going on in the world.
Email Marketing Keeps You Top of Mind
We’ve all found those prospects who are a perfect fit in every way — except they’re not ready to buy. Sometimes it’s a priorities issue. In other cases, it’s a mismatch between need and budget cycle.
When you find those prospects, stay in touch via email until their need becomes pressing enough to push those other issues aside. Nothing beats email when it comes to drip marketing.
Email Messages Are Easy to Personalize
No, we’re not talking about "Dear [your name here]," though that certainly is one type of personalization. We’re talking about a more meaningful way to connect with your audience by tailoring email to their interests. These can be self-identified or based on past behavior. You can do this on your website, too, though doing it with your email marketing is usually a little easier to wrangle. Getting your email and your website to work together this way is even better. Which is an excellent segue to our next point.
Email Is the Great Connector
Email doesn’t just connect you to your target audience. It connects various pieces of your marketing tool kit. Email can introduce prospects to your social media presence and vice versa, allowing you to meet them where they already are. Well-executed email marketing efforts can drive traffic to your website, which is likely where the conversion from possibility to prospect occurs. In both cases email is improving not only your reach but your engagement.
You Own Email
Social media channels can fall out of favor in the blink of an eye. That doesn’t mean we shouldn’t invest meaningfully in those platforms that work best with our audience. But those “borrowed” platforms should not be more than a part of our overall strategy. Owning email marketing means never having to worry about what social network will fizzle or when the next search engine algorithm update might upend years of SEO gains. (Well, we still have to worry about these things, but we don’t have to worry about them being catastrophic to our marketing.)
The key to all of this email magic is relevance. No surprise there. That’s the key to all marketing today, traditional or digital. If you want to reap the benefits of email marketing’s power, don’t show up in someone’s inbox just to show up. Have something relevant to say that they want to hear.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")