Email marketing is the most effective way to communicate with current customers, prospects, and potential opportunities because it is the only form of marketing they have voluntarily signed up to receive. Email is a direct path into the hands of specific groups of people, and it builds a rapport that leads to phone calls, appointments, and closed deals.
Turn Conversations into Closed Deals
Email marketing can be incredibly effective. The right message delivered to the right person at the right time in the business cycle can start conversations that turn into meetings and closed deals. It’s so effective because the cost – both money and time – is low compared to the amount of reach you can get and the direct contact you can make.
Emails to Prospects
Prospects who aren’t customers have a reason for not buying yet. Risk, price, or timing may all be concerns; email is a great place to address them. Content centered around the buying process or common questions become beneficial selling tools in your marketing toolbox. Email newsletters allow you to slowly build trust with prospects through tailored content, quality design, and a newsletter they look forward to opening.
Emails to Segmented Audiences
As more marketing emails are sent, more data can be collected on the recipients. We learn who is most engaged with the emails and the type of content they are most interested in receiving. With this data, we can segment our list into buckets of subscribers with similar interests and tailor content specifically to them. This serves two purposes: making the recipient happy with information they’re actually interested in and giving your sales team insight into what products or services each prospect is most likely to purchase.
One to One Emails
It’s possible to email multiple individuals at a time with custom messaging to start or continue conversations around where they are in the sales cycle. For instance, once your sales team has talked to a prospect on the phone for the first time, sending a quick follow-up email with additional information will keep your business at the front of that prospect’s mind.
Marketing automation allows you to do this kind of work in bulk – while maintaining genuine and custom messaging. This gives your sales team more time for selling and less time at their desk writing emails.
Emails to Customers
Your customers want to hear from you. If they’ve purchased something from you in the past, they’ll likely have questions about your product or service which can easily be answered through email marketing. This type of educational content marketing also has the potential to turn past customers into repeat clients by presenting opportunities for cross-selling and upselling.
Customers also like to hear updates about your business that will benefit them such as when you hire a new employee to better provide your service, when you’re running a promotion, or when you give to a charity.
Align Business Goals with Marketing Goals
We create a digital marketing strategy that aligns our marketing execution with your top-level organizational goals through an analysis of your competition, current marketing program, target persona, and company goals.