In this article, we will discuss the most effective email marketing strategies that senior marketing leaders can deploy to drive business success. We will cover the following topics:
The Rise Of Digital Marketing
Just as the world is changing, so is marketing. Thanks to the emergence of digital marketing, which allows for the measurement and customization of marketing content across different platforms (i.e., email, web, and mobile). These platforms provide advertisers with the ability to target and engage consumers on a personal level, effectively converting marketing dollars into business success.
Email Marketing: Still A Necessity
Despite all the changes that the digital world has seen, email marketing is still arguably the most effective form of direct marketing. This is largely attributed to the fact that it is so versatile and easy to implement. It also provides the advantage of keeping in touch with customers, even when they aren’t directly interacting with a business. The following are just a few stats that prove the efficacy of email marketing.
98% of Gen Z prefer to receive marketing emails
In a recent HubSpot Blog article, HubSpot Chief Marketing Officer Anima Anand discusses the fact that Gen Z are generally more receptive to marketing emails than any other generation. According to a 2019 GlobalWeb.org survey, 98% of respondents aged between 14 and 24 prefer to receive marketing emails, compared to only 55% of respondents aged between 25 and 34. This generation of people are more likely to be inspired and attracted to brands and marketing content that they come across in their daily lives.
Email Marketing Automation
Marketing automation solutions like HubSpot greatly simplify the process of marketing via email. These tools allow for the customization and scheduling of email campaigns, as well as the collection of valuable marketing data. The emergence of marketing automation has helped to create the perfect storm for email marketing success.
Online Marketplaces Are The Future
With so much competition in today’s marketplace, being online is a must. This brings us to the topic of marketplaces, which are becoming increasingly important for businesses of all sizes.
As digital marketing becomes more personalized and focused on attracting the right customers to a business’ content, online marketplaces, such as eBay or Amazon, help businesses connect with consumers. Thanks to the power of personalization and automation, online marketplaces make it easier for businesses to target their ideal buyer, while also saving time and resources. In the long run, this could mean better business growth and higher revenues.
What Are CMOs & CMO Councils Doing Differently?
If you’re looking for inspiration for your CMO or CMO Council, look no further. Take a peek into the minds and habits of top-performing CMOs and CMO Councils around the world, and you’ll discover a wealth of tactics and strategies that can be applied to your own business.
The Importance Of Segmentation
One of the essential skills for any marketer or business owner is the ability to segment. The better you can segment your customers, the better you can tailor your marketing strategy to be more individualized and effective.
Being able to identify and analyze different groups of people (i.e., men vs. women, Gen-Z versus millennials, etc.) is critical to developing a successful marketing strategy. From there, you can target your ads and email messages more accurately, helping to improve your conversion rates and resulting in more profit.
Keep Email Marketing Simple
The less you have to think about when delivering marketing emails, the more you’ll be able to focus on what’s important – getting the message across and having an impact.
According to HubSpot Blog article author and thought leader Joe Looney, creating an effective email marketing strategy is all about having a clear objective and sticking to it. To that end, he suggests creating easy campaigns with a limited number of touchpoints, using simple templates and uncluttered subject lines. In simpler words, keep email marketing as simple as possible, but don’t shy away from sophistication when needed.
Personal Branding Is Key
If you want to stand out from the crowd, you’ll need to create a unique brand identity that makes you special. For CMOs and CMO Councels, this means identifying your personality, values, and brand promises, and applying them to your work and social media platforms. By doing this, you become more distinctive, easier to find, and build trust with consumers. In other words, brand you, and it’s all about you!
As a CMO or CMO Council, developing a personal brand is both an essential and a challenging task. In a 2019 HubSpot Blog article, Branding, Marketing, & PR Strategist Aron Rae shares the process that she and other brand experts like her go through to ensure that their clients’ identities are reflected in everything they do, including their branding, marketing, and public relations strategies. In order to create a unique identity, Rae suggests taking a few steps, including considering the following:
Creating A Brand Voice
Just like with a personal friend, you’ll want to develop a brand voice that is unique to you. To help you do this, it is a good idea to write down the attributes that you feel define you as an individual, separate from your role at work. For example, if you are a well-balanced person with an adventurous spirit, you might put down ‘balanced adventure seeker’ as your brand identity. This way, when you apply this identity to your marketing campaigns and other communications, you’ll feel like you are speaking from the heart, and the personality traits that you have listed will be apparent.
Developing Themes And Slogans
Once you have your individual brand identity in place, you can develop themes and slogans to describe your brand. To create a successful identity, you’ll want to use words and phrases that are easy to remember and that accurately and precisely describe your brand. To illustrate the point, take a look at the word ‘sustainability’ and how it is used by different companies and organizations. Sustainable marketing, socially responsible marketing, and green marketing are just three different ways that people use the word ‘sustainability’ to describe their brand. However, when you look at the dictionary definition of sustainability, it becomes clear that these three different types of marketing fall under this broad category.
Having a theme or slogan is an effective way to make your communications more cohesive and to establish credibility with consumers. It is also something that you can take pride in, as it will serve as a symbol of your identity, both online and off.
Creating The Perfect Email Marketing Campaign
With all of this in mind, you can create the perfect email marketing campaign. Don’t get so lost in the minutiae that you forget the goal – to make your emails more effective! To that end, take time to craft a one-of-a-kind email that will stick out from the crowd. Once you’ve got that, you’re on your way to successful email marketing!
Anand’s advice to new CMOs is to develop a clear vision of what they want to achieve through marketing, and then find the best ways to reach those goals. To develop a brand that stands out, she advises putting in the time to research, segment, and engage with customers. To build trust, she suggests using authentic communication and establishing consistent, regular contact.