Email Marketing is not going anywhere but it is going to stay in your premium online marketing plan as it presents a bright future for your business. Email marketing has been talked about in recent times more as a perpetually growing phenomenon; something that does not have sharp feet to endorse your business. But this is very limited scale elaboration to the scope of email marketing. When we look at Email marketing under the scanner in light of the recent online marketing reports; it prevails positivity all around. Especially “The Forester Wave: email marketing Vendors, Q3 2014 report” suggests email marketing as a highly productive medium of online marketing and that it has great potential to serve the online businesses in near future. The reports presents email marketing as a source to enhance online business rankings in the market as well as in the search engines and also emphasize on the whole relationship of consumer which gets strengthened with the highly target driven cross-channel email marketing approach.
The recent research on email marketing demands online marketers to be innovative, imaginative and user-centric as it will enhance the exposure of a brand in a versatile way increasing the positivity about it in user’s mind.
There are a few ways which you can adopt as an email marketer to enhance the scope of their email marketing campaign.
If you had not thought about it earlier it is time to think about it now for gaining profitability in your email marketing campaign. You need to start from the smallest level and gradually reach the highest levels when it comes to targeting the potential customer base through email marketing. Look at those segments of people who are taking interest in your brand by reviewing your products and initiating sales as a result of sending email newsletters to them. You also need to target those who are not paying attention to your brand despite of being amongst your email subscribers list. After doing this you need to mine every single small to large data about these individuals as they can always strengthen your customer base. You need to gather their social media profiles data and online interaction through search engine to see what their interests are and how you can chase them. This mining of data will result in the development of a potent understanding of the customers of your behalf and then you can optimize your email marketing campaign in line with it.
When you add the texture of personalization to your email marketing content it becomes the real king then. Online customers have become very cushy and idealistic these days and they demand their subscribed brand to reach them in a personalized manner. This is nothing bad for the online business companies as well as they just need to add a little more target centric approach into the strategy and here they will go grand with their business success. However you need to target them in a very organic and natural manner that it might not appeal advertising to your customers. For this purpose you can go for device specific content for your customers with different mobile devices in their hands using them to reach their emails. You also need to look at the social media interactions of your customers and add such offers in your newsletters that are linked with your social media profiles. In this way more traffic will be driven to your social media pages and eventually to your business website. Locality targeting and timings targeting is another feature that can be spiced up within your email marketing strategy to improve the outcomes. You must keep track of the peak hours in which your subscribers open your emails or when they are online on social media. This can help you in making the email marketing success oriented with more target based approach.
Content Marketing has great potential to take your email marketing campaign to a new level of excellence and business profits. Digital marketers who have not made most out of the content marketing have certainly missed real potent opportunities. Content marketing opens new doors of success for the email marketers as well. It is the power of a persuasive content that can really push your customers into buying your services. According to a recent estimate, almost 61% of the online buyers feel good about the companies that feed them with the custom content and they seem to have built more trust on those companies. It means if the content marketing team can create highly enticing content with an organic sales pitch included in it, then there are no stopping for your content to be acknowledged at larger scale. There are still some digital marketers who are unaware of the potential benefits of content marketing and its significance especially for the email marketing and they don’t consider it very important which can cause them serious losses in the return of investment of an email marketing campaign. One encouraging fact that reaps positivity about content marketing is that on average the digital marketers spend more than one quarter of their budget on content marketing.
Here we shall be looking at few significant ways with which content marketing can elevate the levels of success for an email marketing campaign:
62% of the companies advertising their different products and services observed rapid growth in terms of their customer acquisition when they consistently sent the highly optimized emails with catchy content in it to their subscribers. The more are the chances of making the tentative customers into potential buyers by feeding them regularly with the content they like to see. This could be a target based content marketing approach in which the customer likings and disliking are thoroughly analyzed. Then on the basis of these preferences, such content can be prepared that is up to the customer demands. In this way the lead prospects can be increased in an effective manner.
Among the Chief Marketing officers (CMOs), 78% think that custom content can enhance the overall potential of an online marketing campaign and it influences the email marketing in the most influential manner as it directly targets the right customer with right content. The content appeals the most to the customers as it directly reaches their desires. Try keeping yourself in palace of your customers and assume their perceptions, you would come to know that they want a certain amount of compassion from your side and look to gain some individual attention.
The return of investment of your email marketing campaign increases with purposeful content marketing. There are two scenarios in which you can take the whole email marketing into account. According to the first scenario, you would send the email newsletter to your subscribers with information about your latest products releases and discount offers. In this scenario you would not give alternative content descriptions for different products and rely on a single tagline for the launch of different products. In the other scenario, you can design you email newsletter in a way that it can straightaway catch the attention of your subscribers. It can be done by giving different descriptions for different products and telling your customers briefly about each product with its necessary attributes. This is how you can expand your customer base by developing trust and interest from your subscribers. You will get maximum through this focused input and your business will be on road of potent achievements.
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