There a many different ways businesses can attract leads. Social media, in-person events, online events, advertising with billboards and print media, are just a few ways businesses can appeal to prospective customers. One method, however, stands out from all the rest because of its simplicity and effectiveness. Email marketing.
Despite the rise of social media and the appeal of in-person events, email marketing has stood the test of time as one of the most effective and easiest ways to reach prospective leads and existing customers alike. When done correctly, email marketing can stir enthusiasm for your brand and serve as a way to inform customers and prospects of events, products, services, and other relevant news to your business.
Because of its effectiveness and simplicity, email marketing is an essential part of any marketing plan, no matter the business size or industry. Sure, interacting with prospects and customers via social media channels can boost engagement and visits to your website, but as a lead generation tool, social media doesn’t stack up to what email marketing can do. Carefully crafted email marketing campaigns are a prized tool when attracting leads because they can be personalized with targeted messaging.
When done correctly, email marketing can drive clicks to a particular landing page, allowing businesses to analyze results and deliverability rates via analytics. This data come in handy when you want to assemble an ad campaign. After all, successful digital advertising isn’t possible if you don’t have the correct email addresses on hand.
Email is one of the most powerful tools at your disposal when it comes to communicating with prospects. For it to truly be effective, though, it’s important to maintain clean email address lists. There are many platforms out there, like MailChimp and Salesforce, that allow businesses to build and edit email lists. Keeping these lists clean and updated ensures emails actually reach your targeted audience and reduces the likelihood of bouncebacks. Email bouncebacks happen when an email fails to be successfully sent to a chosen recipient. This is likely to happen if you have outdated or incorrect email addresses on file, which is why regular maintenance of email lists should be part of any email marketing plan.
While email marketing is often praised as a simple marketing tool, that doesn’t mean you can just slap on any phrase in a subject line and expect spectacular, groundbreaking results. Think of the content in your subject line as the hook. It should be attention-grabbing, catchy, and stand out from other emails in your prospect’s inbox without sounding spam-y. The body content is important as well and should contain targeted messaging directing the reader to a particular landing page, event, or whatever your campaign is advertising. For example, if you’re advertising an event, make sure the body content contains a sign-up link.
With the right messaging and engaging subject lines, email marketing allows businesses to build relationships with prospects and customers. It can track down leads and the data collected via analytics can be an important tool for advertising campaigns. Even though it’s been around for a while, email marketing is no less important than it was a decade ago. In fact, it may end up being one of your most effective and reliable marketing tools.
Canright Communications aligns technology and business with corporate purpose, mission, and goals. Our technical communications solutions help clients market and sell their ideas, innovations, products, and services.