Some forms of marketing just never go away. Email marketing is one of those.
Since the early 2000s, when email became a widespread method of communication, businesses have used it to promote their products and services.
(Fact: 81% SMBs still rely on email as their primary customer acquisition channel, and 80% for retention)
And in 2021 that’s still the case! But HOW exactly does this happen? How does an email turn into revenue?
It all begins with gaining access to the communication channel. To start forming a relationship with your customers you have to recognize who they are, and how they like to be communicated with.
After identifying your target, what about the characteristics of your communication vehicle itself?
- What time is best to reach out and send your email?
- Are they a desktop or mobile user? And how does this impact the design of your message?
- How frequently do they want to communicate?
This stage of email acquisition is critical. A misstep here could derail the rest of the campaign…
After you’ve established a communication channel, now you have to nurture it. At this stage it’s about testing and tweaking your marketing to fit the needs/wants of your audience.
What messaging works best? Does it correlate with your other ongoing marketing efforts?
These questions need to be asked frequently to ensure you’re building a positive rapport with your target audience. But! These types of questions can oftentimes be answered through data!
Insights from your email campaign such as: deliverability, open-rates, click-through rates, and more give you clues as to how much your marketing is resonating.
(This is where partnering with a database marketing company comes in handy!)
One-size-fits all messaging won’t work here. Email marketing needs to be intentional, focused, and backed by data!
Now that the relationship has been nurtured, this is where converison comes in (if it hasn’t already happened).
Getting customers to use your product or service, at this stage, is about accessibility. Make it easy for your customer to directly interact with your product offering through your email content.
Give them all the relevant information to make a decision! If you’ve been doing all the previous steps correctly, this will end in your customer converting.
But what about when they don’t?
Time to go back to the drawing board a bit! Why didn’t they convert and what can you do about it? The IDS approach is recalibration.
We look at all the data from your campaign, and from there, let’s see what can been improved upon. Sometimes a little tweak will go a long way!
But there’s another important phase companies often forget: Long-term follow-up!
Customers don’t grow on trees, it’s important to gain and retain customers long-term and turn them into loyal customers with a connection to your brand. The effect of this is two-fold:
- Your customer feels prioritized and thus wants to continue supporting your product/service.
- Loyalty lessens the likelihood of losing your fresh, new customers to the competition!
Don’t let all the hard work be for nothing. Follow-up early AND often!
And that’s the pathway from email to actual dollars. Not so easy after all! But it’s made a lot easier when you have a partner to support your data marketing efforts.
We’re here to fill that role. Get in touch and we can start on that next email campaign TODAY!
Not sold yet, no problem. Below is an infographic to summarize the key points mentioned above (makes all that info easy to remember!).
Happy email marketing!
-The IDS Team