Email Marketing & SMS

Email marketing (not one-to-one like Gmail but template-based one-to-many tools like Constant Contact) is one of the most cost-effective marketing tools today. Email marketing allows you to direct more traffic specifically to pages of your website (or other landing pages) where potential consumers can take the action you want them to take. The analytical capability within these programs provides a powerful Customer Relationship Management (CRM) tool. A CRM captures who within your contact system has opened, clicked on, or signed up to get your information, along with much more information about those contacts. You can even run events and webinars to get registration and landing pages within the programs. A CRM also allows you to create landing pages, segment your databases to deliver the right content at the right time, create autoresponders to automate your follow-up content, and in some programs add SMS opt-in text messaging.

Are your Email Marketing efforts paying off?

To grow your list and keep in contact with your prospects and customers effectively, it’s important to stay top of the latest strategies on Email Marketing. If you have not reviewed your analytics or had an expert look at your campaigns and results lately, it is worth your investment to get it done. Many companies set their email marketing on “repeat” and thereby lose subscribers and content credibility over time. Today, effective Email Marketing requires setting different goals with different segments of your database and providing relevant content while reviewing your subscribers’ monthly experience to be sure your content is achieving your goals. More sophisticated Email Marketing users (1) strategically create content that helps your customers and keeps their interest and (2) develop content for potential customers that teach them about your products and services, your organization, and your industry. In other words, the content is different for different segments of your contact list. It is also designed to identify subscribers who are ready to take an action now.

Email Marketing Content

If you do not have the time, it is worth your investment to hire a content developer or Email Marketing designer to put together your monthly Emails with a clear understanding of where the reader should be directed for their best experience. Like any effective digital media campaign, start by asking yourself the question, “What do I want the person receiving this email to do?” It is not enough to just hit Send. You need to set expectations and promote a particular action that allows you to measure your success. Remember, marketing without measurement is not marketing. You must measure your results so that you can improve your campaigns effectiveness over time.

Customer Relationship Management (CRM)

There is gold in your email marketing database, and your Customer Relationship Management system (CRM) will help reveal your next best customers. One of the most valuable tools withing Email Marketing platforms is the CRM. It allows you to upload lists of contacts you have developed over time and track their experience and interests when interacting with your monthly newsletters. Also, your sales team can use the database to follow up on the most interested contacts; this focuses the team’s efforts on those people who have shown interest in your products or services most recently. You can also create a segment of people (and a list of people) who take a similar action or who show interest in a specific event mentioned in your content. That allows you to identify interest-based content that resonates with that specific segment of the market. Next, you can determine what other content will be even more effective.

Datamining

When we review past Email Marketing Analytics for our customers, we can data mine their list to identify the most engaged individuals in their list, as well as what topic(s) those individuals were interested in learning more about. Our reviews identify segments within our customers’ databases that have the most potential to become customers. We can also show you what social media platforms your subscribers use most, and we can develop advertising campaigns for those individuals. By using click segmentation based on Email content and actions, we can help migrate your contacts from being simply subscribers to actual customers.