An important part of your marketing strategy, every business should make a committment to email marketing initiatives.
Email communication has many benefits - including the fact that it is a very low cost channel. You are not paying for each click; nor do you have to allocate a huge investment to reach customers via email.
The people on your email list may not have been ready to buy when they made contact with you but by establishing a trust relationship through continuous awareness - you can make certain they think of you when they are ready to act.
Trust is an important element in the sales process - some will argue it is the most important. One thing is certain - without trust; nobody will buy from you.
Sometimes no matter how hard you try - gaining trust with one little landing page or a whole website seems impossible. The stakes get higher as what you are selling becomes more expensive or complex. So if you can't get them to buy a diamond ring or signup for your business consulting on their first visit - how about getting them to give up their email address? What would it take for visitors to take this smaller step?
In fact, some businesses pay to get signups... not sales - it's the foundation of their strategy. They do that because they know the nature of their product or service will require more time to evaluate, build a relationship and guide the person into their sales funnel. That's what makes email marketing a perfect companion to other online marketing methods like pay per click marketing.
There are a few basic elements to consider when it comes to email marketing like building a list, crafting the message and ensuring delivery. The real tough part is creating your strategy. Having a pre-established strategy helps you maintain the process, keeps your delivery frequent and ensures greater follow-through on content creation.
What strategy should I use? Email messages can be trust-building, informational, or tranactional. Since you don't know how your list will respond you can:
Especially if your intent is to build trust; remember these guidelines when executing your strategy:
Have an idea for your email marketing? We're here to help, we offer the following services:
We have the expertise and passion to help you integrate email marketing into your advertising mix. Contact us for a free, no obligation quote.