Email Marketing Strategy Pointers
It’s important to remember that just because you’ve created a helpful article or blog post or hosted a timely webinar, there’s no guarantee that anyone will actually read about it.
The idea of ”if you build it, they will come” isn’t necessarily true when it comes to your marketing efforts. You have to promote them.
This is why mail marketing should be at the top of your list when it comes to essential elements of your marketing strategy.
Many professional services organizations fail to realize the importance of creating an email marketing strategy.
Emails help amplify other channels in your integrated marketing efforts, such as social media marketing, webinars/events, and content marketing.
Email is also one of the most direct, cheapest and most reliable ways to connect with your customers and prospects because:
Email marketing helps you connect with prospects, nurture them, and convert them into customers/customers by being front and center with them. It is crucial to complement and promote your content marketing and event and webinar promotion strategy.
Email marketing is a strategic form of inbound marketing where you create content or social media tactics that spread brand awareness, so people get to know you, visit your website for information , show interest in your products or services and eventually make a purchase.
One of the most important reasons why you should use email marketing is that you have a direct channel to promote yourself and your services.
Although social media should be part of your marketing strategy, there is no guarantee that your audience will actually see your social media posts.
On the contrary, most people use their email daily, multiple times a day – so it’s a great way to reach your customers and prospects.
You can send emails about new products, features and benefits, or new content. Since customers or prospects have opted in to receive these communications, you can use email marketing to provide more resources to contacts interested in what you have to say.
That being said, your audience will act on your emails alone if they contain something useful and interesting for them.
Three things you need to build an email list:
A website or a blog
An email marketing service
High Converting Signup Forms
Upcoming events and webinars
What to include in your emails:
Value Added Content
Share tips and tricks
How your product or services will solve their problems
Interactive and diversified formats with videos, infographics and images
Make sure segmentation is part of your messaging strategy. This means personalizing content for your subscribers – it’s not about showering them with emails that aren’t relevant to them. This will only encourage unsubscriptions.
When it comes to email subject lines, make them concise and simple to increase open rates.
With email marketing campaigns, you will send traffic to your site and improve your SEO. You can use emails to remind your audience of your brand and introduce your website content. Send summaries of your recent articles and blog posts where you can click on the titles to read the rest of the content.
Don’t forget to place clickable social media icons on the footer of your newsletter and embed your social media posts in your emails. This way, your customers can follow your social media profiles.
It’s important to remember that just because you’ve created a helpful article or are hosting a timely webinar doesn’t mean there’s no guarantee someone will actually read it. You should promote these activities using various marketing tools.
The idea of ”if you build it, they will come” isn’t necessarily true when it comes to your marketing efforts.
I strongly recommend that you continually build your mailing list as well as segment the list based on metrics that make sense for your organization, clean up undeliverable email addresses.
So fire up this e-newsletter (with useful, value-added content of course), if you haven’t already.
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XI, Number 330