With the Covid-19 pandemic having been a significant threat to human life over the last year, entrepreneurs have had to adapt their business models to keep their employees and customers safe and happy.
One area that has been affected is marketing. With fewer people travelling and more businesses operating remotely, marketers have been forced to adapt their methods. Some businesses have shifted their marketing budgets to PPC, while others have invested in tools that allow them to do more with less effort. Regardless of the approach taken, marketers need to ensure their marketing initiatives are delivering the results they are looking for.
One area that has received enormous attention is email marketing, with many businesses fully committing to digital marketing and email marketing campaigns. During the pandemic, email marketing served as a key method for engaging with customers and gathering valuable insight into their mindsets and behaviours. Even now, as we look to the future, email marketing remains an essential part of any marketer’s toolkit.
Why Should You Be Using Email Marketing?
Every day, people check their emails for several reasons: to ensure they have the latest news, information, or offers. Many businesses have shifted their entire marketing strategies to email marketing, recognising its many benefits.
One of the key benefits of email marketing is its flexibility. You can target the right audience with the right content at the right time. Plus, you can build and grow a list of email subscribers who are interested in your products or services, and then send out a series of emails to slowly introduce or remind them of your brand.
Another benefit is that you do not necessarily need to have a salesperson to successfully run an email marketing campaign. You can use tools like email marketing software to automate the process of sending out marketing emails, gathering the desired responses, and creating nurturing email campaigns that encourage unsubscribe and future engagement.
The Risks of Not Using Email Marketing
If you want to successfully market your product or service using email marketing, then you need to understand its risks. One of the biggest risks is that you do not have enough awareness around how people use email and what they expect from your emails. If you do not have a clear understanding of how your email recipient interacts with your email message, you could end up creating a poor customer experience.
For example, if you are sending out an email asking your readers to click a link to view a product or service, but the person receiving the email is not used to doing so, they may see the request as spam and mark it as such. Then, when they try to visit your website, they may see it as broken and leave without taking further action.
Another big risk of not using email marketing is that you do not measure the results of your campaign. Just because you sent out 100,000 emails without any direct marketing activity does not mean you can claim you sent out 100,000 conversions. To have any chance of being able to measure the results of an email campaign, you have to have some kind of action from the recipient, such as clicking a link or making a purchase.
An even bigger risk is that you do not have a clear objective or definition of success for your email marketing campaign. Just because you sent out an email asking your readers to subscribe to your newsletter does not mean you can claim to have succeeded in generating leads or making sales. To determine the effectiveness of your email marketing campaign, you will need to track the results of your efforts using a tool like Google Analytics.
How to Ensure You Have the Right Campaign in Place
To have a successful email marketing campaign, you need to have a clear idea of what you are trying to achieve and how you will define it. As an example, if you want to generate leads, you could create a lead gen campaign with the goal of converting one new lead for every three emails you send out. To track your campaign’s success, look at the metrics and analysis that comes with the program you choose (if you have one) to follow your email marketing strategy. This way, you can identify the areas where you need to make adjustments and improvements to reach your targeted audience.
The Need for Automation
Every marketer knows that email campaigns are highly reliant on the efforts of individual marketers to keep them effective. To help with this, automation tools have become available that can take the drudgery out of routine email marketing and help send personalized and relevant messages to your subscribers. So rather than having to write one lengthy email and then pray you have captured the attention of your audience, you can write a series of short and sweet emails that automatically go out as soon as someone subscribes to your list.
For example, Neurisma, a tool specifically designed for sending out automated email campaigns, can take the stress out of the process of finding relevant content and creating personalized emails. Instead of wasting time manually going through editorial calendars, compiling lists of relevant content, and writing personalized emails, you can let the platform handle all of this for you. Plus, you can set up automated email campaigns that will send out regularly-updated information to your subscribers, attracting more interest and engagement, and eventually contributing to greater web traffic and sales.
The Rise of Inbound Marketing
With all the benefits of email marketing, it is no surprise that more and more businesses are turning to this strategy to build their brands. But what is inbound marketing? And is it the right choice for your business?
Inbound marketing is a methodology developed by HubSpot, which aims to drive marketing results by developing marketing funnels that encourage visitors to take further action. The term inbound comes from the idea that marketing should be focused on attracting and engaging customers rather than pushing products at your audience. This shift in thinking has led to inbound marketing tools like HubSpot that can automate much of the process of creating a marketing funnel and measuring the results of your campaigns, making it much easier to understand and track the success of your marketing efforts.
Are You Ready to Try Email Marketing?
Now that you understand the many benefits and risks of email marketing, it’s time to consider whether or not you’re ready to implement this strategy into your marketing plans. One of the primary concerns that most businesses have when it comes to email marketing is security. Even now, during the Covid-19 pandemic, many people are very wary of clicking on unknown links and opening email attachments. To help with this, you can use tools like Authy to make sure your emails are protected and visible only to authorized recipients. When it comes to sending out mass emails, it’s always advisable to go through a vetted email marketing provider like MailChimp or Benchmark, rather than trying to do it yourself. With so much at stake, it’s not something you want to try without proper precautions.