Pull versus Push. In How To Do SEO, a SEO strategy relies on search traffic to pull in possible leads. We can also push messages to prospects or existing customers for up-sell and cross sell.
There are about 3.2 billion email accounts worldwide which is why if optimized correctly, email marketing campaign can be a very effective digital marketing tool.
If you are not familiar with email autoresponder services, you should check out Aweber or Getresponse being probably the 2 most commonly used platforms while there are others like Mailchimp, InfusionSoft etc.
Email marketing is used widely, and each of us probably receives tonnes of “junk” marketing emails.
How about the effectiveness? Well, because the cost of doing email marketing is so low, it will be a key part of digital marketing for some time to go. And from our own experiences, we do buy something every now and then because of the emails we receive.
I will use the following process to further talk about the Email Marketing life-cycle.
Center to this process is the email autoresponder which is already designed and built to automatically manage the process flow for you.
The emails have to be collected and typically you see websites giving away some free items like e-books or discount vouchers to pick up the email database and built up over time.
Autoresponders will store this database and you can create different lists for different purposes. When subscribers want to un-subscribe from the email loop, the autoresponder will also manage that and you can analyze data of your email subscribers opening up their emails, dropping off your list etc.
When you have your lists, you can then design specific campaigns with specific goals. Example, there may be an event you can organizing coming up, and you want to reach a percentage of your email list and invite them to the event.
Using the same example of the event campaign. Your first message may be an introduction of the event, your second message may be why your subscribers should attend the event, your third message may be a promotional offer when people attend the event and your final message may be a reminder message for those who have signed up for the event.
The great thing is that all these can be written in advance and scheduled to be sent out automatically.
It takes effort and skill to write these email messages so they work effectively, That is totally another discussion which I will hold for now but make sure your email marketing does not fail because the copy writing is not up to par.
Convert & Review
The final step is to measure your conversion rate and review what can be done better next time.
There is a cost involved with paid email Autoresponder service, so whether your business is ready to do this in a structured way depends on the ROI you can be expecting.
Anspire Consulting helps companies with digital marketing in Singapore, please contact us for no-obligations discussions on how you can tap on digital marketing more effectively.
We are not promoting Aweber but this video summarizes how an email autoresponder can help you manage your email marketing strategy.