Email Marketing
Your journey to improved Lead Generation
Digital Marketing vs Traditional Marketing
A quick look at the basics!
Broadly speaking there are 2 key distinctions between digital marketing and traditional marketing, firstly the marketing channels used and secondly cost!
- Traditional marketing focuses on purely off-line channels
- Directly mail/Print
- Television or radio commercials
- Newspaper or magazine ad campaigns
- Traditional Billboard Advertising
- Exhibitions & Experiential Events
These can be more expensive options, often selected by more established or growing global brands – The key benefit of course, is a greater reach to a larger, but more general audience. This strategy can sometimes be referred to as Blanket Marketing – a marketing approach that involves mass targeting and broadcasting of promotional messages to a wide and diverse audience.
Digital marketing is marketing that uses the internet and online-based digital technologies such as computers, smart phones, and other digital media & platforms to promote products and services. Digital marketing can be further segmented into a number of sub categories
- Social media marketing
- Influencer marketing
- Content marketing
- Email marketing
- Affiliate marketing
- Multi-channel marketing
- Pay-Per-Click (PPC) marketing
- Search Engine Optimization (SEO)
Increasing Customer Engagement – Reducing Cost
Digital Marketing Enables you as a business to target specific customer groups and allows for greater interactivity and consumer engagement.
Digital benefits include:
- Building Brand Awareness especially for newly established businesses
- Wider Customer Reach – global promotion opportunities via YouTube and other channels
- Increased Customer Engagement thanks to personalised content
- Real-Time Customer Feedback. Immediate insights into customer behaviors and trends that help businesses offer a better customer experience
- Data-Driven Decision-Making – Greater insights into the impact of marketing campaigns via analytics – resulting in more informed marketing decision making
- Increased brand awareness and customer engagement. builds trust and improves customer loyalty.
- Cost-Effective businesses. Nurture leads through free or low-cost channels like
social media or email. In brief, this makes cost-effectiveness one of the most
prominent advantages of digital marketing. - High Return on Investment (ROI) – Lower cost of sale
- Competitive Advantage through customer behavior and feedback. generating
business insights that can be used to improve product or service quality to gain
a competitive advantage. - Boosted Sales Research shows that 38% of social media users purchase from
online platforms*, digital marketing can boost trust and brand reputation leading
to increased sales.
* February 2024 – Source: https://emeritus.org/in/learn/advantages-of-digital-marketing/
Why Email Marketing?
As a business, no matter your size, or the level of investment made in marketing. if you’re not communicating with your customers every day – you can be sure that your competitors will be!
Email Marketing is the most cost-effective way to engage with your customers on an ongoing basis – nurturing leads, forging relationships, growing sales and ultimately – building brand loyalty. We recommend the following activities:
- Targeted Marketing Campaigns – to promote Awareness around Key products
and services, delivering features & benefits – over your competitors - Tactical Campaigns – to promote key details and messages at timely moments
- Periodic Newsletters – discuss previous successes – whats new – future events
Supporting and promoting all other marketing activities - Email Marketing allows you to present Engaging and informative content that
helps build your brand authority
As we have established – Email Marketing is an effective marketing tool!
- 40 percent of B2B marketers* say email newsletters are most critical to their content marketing success, and 73% of millennials* prefer communications from businesses to come via email.
- Furthermore, 99% of consumers* check their email every day and it is by far the preferred way to receive updates from brands.
- As marketers, we can’t ignore these statistics!
Even with the rise of Social Media Marketing Email Marketing to an engaged subscriber list still remains the best bet for positive ROI and overall customer engagement. Building a healthy marketing list is key to the success of any marketing strategy*.
* February 2024 – Source – https://blog.hubspot.com/service
What about buying a ready-made list of email leads?
There are 3 major risks involved in this:- The people on the list don’t know you. Chances of them opting out and leaving you with an empty list are high.
- Since you are not the person they expected to hear from, they’ll probably mark your emails as spam. This will result in you getting a low sender score and suffer from low deliverability rates.
- You won’t make any sales from your list.
If creating your list from Scratch, regardless of how many subscribe opportunities you present to a visitor, it’s unlikely they’ll act without a valuable incentive, and no matter how good your incentive is, you still need to make it simple for people to subscribe if you want to get them to join your list. Below are some incentives you could use to entice people to join your email list:
- Compelling content
If you have a blog or produce content on your website, offering to send your
best content to subscribers via email is a powerful incentive for them to join
your list. - First order discounts
If you sell goods through an online store, then offering people a discount off
their first order if they subscribe to your email list is an amazing incentive. - Free or express shipping upgrade
Offering free or upgraded shipping on your customers’ purchase is a great
incentive to join your list. Not only is this offer highly relevant, particularly when
offered during the checkout process, but being able to get a desirable item into
their hands quicker is a powerful motivator for people to subscribe.
Email Subscribers – Your Greatest Asset for Lead Generation
When it comes to marketing, your email list is your greatest asset. With your list, you can run campaigns that can easily give you a 4400% ROI*. In other words,
you can get up to £44 back for every £1 you spend on email marketing. Therefore – it’s very important to acquire email leads/subscribers
What are email leads?
Email leads are the people who share their contact information with you. This is usually through an opt-in form that they fill out in exchange for a free gift or high value incentive. The purpose of getting these email leads is so you can nurture them through permission marketing into a loyal tribe of customers. Your email leads will form the foundation of your email marketing campaigns and, if nurtured well, will become the core source of your revenue.Why are email lead generation strategies crucial for businesses in 2024?
Email leads are the most important element of a sales process, so, to boost your customer base and to maximise sales businesses must have a strategy to increase email leads. 48% of marketers have faith that lead generation through email marketing is the most effective online strategy**.How do you get email leads?
Identify your target audience.
The first step in getting leads for your email marketing campaign is to identify your target audience. Your target audience is made up of your ideal client. This also means that you will have to develop a buyer persona to help you better understand their needs and pain points.Create an irresistible offer.
Once you understand your target audience and know what their pain points are, you will have enough data to help you create a resource they will find useful. The offer, also known as a lead magnet, has to be a solution to a particular problem your prospect has. Conversely, if your offer is irrelevant and provides no value, your opt-in form will gather dust.
Leverage social media.
There are 3.196 billion active social media users in the world*. Use social media to get email leads by promoting your irresistible offer or running some paid posts. This strategy is especially profitable, as it will help you not only generate email leads, but also gain followers on social media.Keep subscribers engaged with valuable content.
Once your prospect has signed up to receive emails from you, they are officially a lead, but this is only the beginning of their customer journey with you. To nurture them into a paying client, you will have to keep them engaged with valuable content.Improve email campaigns with tracking!
Useful data such as open rates, delivery rates, subscriber retention rate, engaging time, and various other email marketing KPIs can help to identify the campaign’s success during the email lead generation process. This valuable data enables marketers/salespeople to understand prospects’ interests and behavior and tailor future campaigns.Use personalisation to reel them in.
Email marketing software has brought marketers a convenient tool they can use to improve their results data. With a good email marketing tool, like Campaign Monitor, you can gather enough data about your prospects to create personalised emails. Personalised emails will endear them to you, as it gives your brand a human touch, and of course the more your engage on a personal level, the more your brand awareness and brand loyalty grows. Does it really matter? With email being the most preferred method of communication, getting email leads that are interested in your products and services is a must. Without a list of highly engaged leads, your business will not be able to reach its full potential. So – to improve lead generation we must- Understand our target audience
- Understand their pain points
- Lure them in with a gift of high value that will help ease their pain points
- Maintain their interest with relative and engaging content
- Speak to them on a personal level on a regular basis with targeted messages
