Thought Leadership Monday Mashup: Email Marketing in 2016

Posted by Cydne Stewart Nov 30, 2015

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In order to get the ball rolling with a successful email marketing campaign strategy and process, you have to understand what each require. Planning a successful email marketing campaign strategy takes time and a bit of legwork up front. Establishing a productive and efficient process for your email marketing campaigns requires a bit of know-how and dedication to the success of your email marketing efforts.

More so, there is a lot that an email marketing manager must remember when writing an email, mapping content, and creating a successful email marketing mix. These habits should and will become second nature as time passes. If you have the time to get to know your customers and what the email recipients are looking for from your content, you are well on your way to success. What may seem overwhelming right now will soon settle into a very successful email marketing routine.

Always have a content map for your email marketing campaigns.

"Though 73% marketers take email marketing as a key enabler of products and services but the majority is concerned about success rate. One of the prime reasons of failure is ‘ill-planned content.’ You need to design a dedicated content strategy for emails, newsletters, and other direct communications with prospects." (Business2Community) Every email marketing specialist will understand how a stable hand on the content creation process is conducive to success. If you're not there yet, don’t fret. This is another task that will come full-circle as your content production increases and the process becomes more succinct. For more information about content creation and production process take a look at these blogs:

Understand WHO is reading the emails & WHY they have chosen to receive them.

"Most marketers realize how important knowing their audience is, but do you know them in the proper ways? A successful email marketing manager listens to their audience. The idea here is to fully understand their pain points so that you may address them in an interesting and informative manner. Understand their needs, and reach out via their preferred form of communication so you can deliver the best email subscription possible to their inbox.” (DirectImages)

Getting to know the person on the other end of the email is crucial to email marketing success. If you are not on the same page as the recipient you may be touting or spreading the word about topics or information they already know, or worse have no interest in. If you are sending worthless information to particular recipients, you may run the risk of losing their subscribership, or worse, their business.

Remember, companies that excel at lead nurturing generate 50% more sales ready leads at a lower cost than those that don’t have a content management strategy in place. But content management is only one side of the story. Automating the lead nurturing process can increase revenues, and help prospects on the fence move into buying mode.

For more information about understanding your community and email recipients page through some of our blogs on buyer personas:

 
"75.8% of marketers said they are using more email than they were three years ago.” (HubSpot) This means if you are just entering the world of email marketing you must do so with gusto. Apply all of your inbound marketing best practices and invest time within the development of your email marketing campaign strategy. List segmentation, drip marketing, lead nurturing, all encompass one main thought—providing value. With the rise in email marketing efforts and effectiveness, it is important for your emails to stand out in the crowd. Personalization tokens, like those within the HubSpot marketing automation platform, allow complete customization.

Your email marketing is only as good as the research that supports your emails and the associated marketing actions. Blanket emails, email blasts, and one-stop-shop types of emails are being received as spam, marked as spam. Personalization tokens and smart content allow for hyper-target emails that provide the most value possible in the small amount of time we are given in the inbox. Time is of the essence with email marketing and if you are able to keep it short, sweet, and relevant, you are on your way to a successful email marketing campaign.

Email marketing can be very challenging if you do not have the proper habits, processes, and procedures. To ensure you have efficiently checked all of the white glove email marketing tips, please download our free eBook below. Write us a review in the comments blow. If you have questions about email marketing and would like us to address them within the next edition of the FAQ Friday: Email Marketing leave them in the comments below.

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You might also be interested in:

Lead Nurturing Best Practices for a Unique User Experience

How to Use Inbound Marketing to Increase Customer Retention Rates

Improve Your Email Marketing Strategy & Techniques

How to Add Value to Your Email Marketing Campaign Strategy

7 Habits of a Successful Email Marketing Manager

 


Topics: Inbound Marketing

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