Email marketing plays a major role in any digital marketing strategy. According to a Forrester report, repeat customers tend to be more heavily influenced by email. Email allows you to reach out to customers, gain increased visibility with prospects, or share your latest news and promotions. When done correctly, email marketing platforms bring together a host of tools that drive more leads, sales, & revenue.
Build Awareness
Email marketing is more than just sending out a generic email and hoping that prospects read it and respond. In order to build awareness through email marketing, it is crucial that you send out email communications with your customized brand, look, and feel. Including your colors, logo, contact information, and social networks will help entice prospects to not only read but also click within your email communications. The integration of social media within your email communications will help you build awareness as well. Integrating social media will allow you to publish emails straight to your social networks after you send. It will also give your readers the option to share with their friends and followers which will expand your reach and visibility.
Increase Engagement
One of the best ways to increase engagement through email marketing is to segment your lists to target prospects with tailored content. Segmenting your lists will allow you to create the perfect message for your group of customers. Email testing, optimization, and response tracking will also help to increase the engagement of your email campaigns. There are several different components that you can test within your emails. These include: subject line, day of the week, time of day, layout of the email, etc. Testing, optimizing, and tracking will help you to identify and analyze what works best so that you can make improvements which will help increase engagement.
Automate Email Campaigns
Auto-responders are a great way to automate your email campaigns. Automation helps businesses drive revenue by converting more leads into customers. It will allow you to follow up and reach out automatically based on your readers’ actions or important dates, and gives you the ability to send more personalized messages with less time and hassle.
Summary
Email marketing can be a great way to reach out to customers and gain increased visibility with prospects. Following best practices and using everything at your disposal are crucial to a successful email marketing campaign. Using the tools explained above to build awareness, increase engagement, and automate your email campaigns will help you generate leads and gain more sales opportunities.
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