The Salesforce Certified Marketing Cloud Email Specialist role is for individuals who want to work in email marketing, but perhaps aren’t quite sure what it means. After all, isn’t email essentially free? Why pay for ads when you can send as many as you want to your own contacts for free?
While this can be a valid concern, it’s a common misconception that email marketing is free. Email marketing includes everything from creating the email to sending it to your contacts, as well as monitoring and measuring the results of your email marketing efforts. Since 2007, the cost of creating and sending an email has steadily increased, while the amount of data we are able to store and process has decreased. This has resulted in a rise of popularity in email marketing automation, platforms like HubSpot and Eloquent that offer a SaaS solution for businesses.
Differences Between Traditional & Email Marketing
Traditional marketing is largely focused on top-down approaches, such as ads on TV or in print media, which aim to attract the attention of the largest audience possible. Although online marketing is growing, it is still a fraction of the market Share compared to offline marketing. The top-down, mass-approach of traditional marketing doesn’t prepare you for the fast-paced world of digital marketing.
Unlike with traditional marketing, with email marketing you are not only targeting the right audience, you’re also engaging with them on a personal level. Marketers have known for centuries that when you want to make a sale, you need to engage with the buyer on a personal level, especially if you want to close the deal. Although email marketing is not a new concept, it has recently become a lot more popular as platforms like Salesforce have made it much easier for businesses to set up automated email campaigns, driving engagement and ultimately improving conversion rates.
The Many Growth Paces of Email Marketing
If you’re new to the field, it can be difficult to predict how quickly your business will grow once you get started. This makes it difficult to know how many customers you’ll be able to support or how much traffic you’ll need to achieve your goals.
Even for seasoned marketers who have years of experience, it’s difficult to estimate the growth of your business. One of the best things about email marketing is its inherent flexibility, which allows you to scale your efforts as your business grows. There are four primary ways in which you can expand your email reach and ultimately grow your business:
If your business is international, you can use email marketing to engage with audiences across continents. As long as you have an email list, you can take advantage of the global platform to reach people anywhere in the world. One of the best things about this approach is that it allows you to target audiences that might not be available in your country. For example, let’s say you are a Canadian-based business with a global audience. You can use tools like Smart Capture to gain email addresses from all over the world, such as Brazil, India, Indonesia, and the Middle East. With Smart Capture, you can essentially “scan” social networks for emails, which then allows you to create a list of global contacts. From there, you can utilize email marketing to target specific audiences within these countries, using tools like Litmus to make your emails more personable and engaging.
If you are the type of person who regularly reads online content, you can use your existing knowledge to help improve the content produced by others. Since you’re already reading articles, you know that many businesses struggle with coming up with new content ideas, especially when traditional tactics aren’t working. If you’re feeling creative, you can use your existing network of influencers and thought leaders to come up with ideas for content that will engage your target audience. This can include providing tips and tools for improving content, creating how-to guides, or generating ideas for webinars or seminars.
Every business is a brand, and everyone has a brand image. Every business has a brand voice, and brand voice becomes more important when you are interacting with customers on a personal level, through email marketing. Marketers who want to grow their email lists quickly can take advantage of the opportunity to build their personal brand, and establish themselves as experts in their industry. To find the right balance between professionalism and friendliness, create a brand voice that matches your target audience. For example, if you’re marketing to technical audiences, don’t use too much slang or humor. Instead, find a way to connect on a personal level, through carefully crafted and thought-out personal branding strategies.
Product awareness is all about becoming familiar with a product or service that you’re marketing, but it doesn’t necessarily mean you have to become an expert on that subject. You can use your existing network of acquaintances to establish yourself as an expert, without having to spend a lot of time learning about products. Instead, you can ask your contacts about the products you’re promoting and listen to their answers. This will not only help you become familiar with the products, but it will also help you find the right people to promote your products to, based on their own experience with the brands you’re promoting.
When it comes to marketing, you can’t have enough information. The more you know, the better you can target your audience and the more effective your strategies will be. Since email marketing is such a versatile tool, it’s the perfect place to start building your knowledge base. Start by educating yourself on all things email marketing, from platform to strategy. Additionally, consider becoming a member of trade associations, like the American Association of Advertising Agencies, the American Advertising Federation, or the Direct Marketing Association. Not only will these communities give you access to valuable information, they will also make you more appealing to potential employers. Finally, when you’re ready to spread your wings and establish yourself as an independent marketer, don’t forget to keep your eyes open for professional opportunities. You might just find that your path to the top is paved with success.