Rachel MartinezEmail campaigns are not outdated. Email marketing is still the best way to reach your target audience with personalized messages. In fact, marketers consistently ranked email as the single most effective tactic for awareness, acquisition, conversion, and retention (source: Gigaom Research). Still unsure?
Check out these 3 reasons to keep creating email campaigns:
- Everyone uses email:
How often do you check your email? For most business professionals, the answer is at least once per day, if not more. Personally, I keep my inbox open from 9 AM – 5 PM, so I can respond as quickly as possible.
No matter what you may have heard, email marketing is not dead. A recent study even suggests that email is nearly 40 times better than Facebook and Twitter at acquiring customers (source: McKinsey & Company). And of course, it’s also a great way to maintain relationships with current customers.
- Email campaigns = increased engagement:
Did you know that 70% of people say they always open emails from their favorite companies (source: ExactTarget)? Email campaigns are a cost-effective way to help increase engagement. As a result, you can also increase brand awareness and garner trust.
However, you can’t send the same updates to everyone; your customers and prospects should receive information that meets their individual needs and interests. Otherwise, they might flag your emails as spam.
Another tip: don’t forget to monitor and update your B2B database on a regular basis. This helps ensure that you’re not sending emails to the wrong contacts.
- You can send more relevant messages:
In order to run successful email campaigns, you need to first identify your buyer personas. Start by analyzing the demographic and firmographic information in your database. With this in mind, you can then create detailed profiles of your customers and send relevant content.
Think of email as a channel to promote resources, such as whitepapers and thought leadership pieces. Topics may vary depending on the recipients, but your goal should always be to educate your prospects until they’re ready to make a decision.
Are email campaigns still a part of your marketing strategy? Let us know in the comments below!
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