So – you have decided that digital marketing is the most efficient and effective way to generate leads and build a brand but now you are confused on where to get started. There are just so many avenues when to turn to digital marketing; one of the best ways among them is email marketing.
Email marketing helps you in several ways. Depending on how you plan to use it, you can generate leads and create brand awareness, both using the same medium. If you wanted to take a primer on where to get started with email marketing, this is exactly what you should be reading.
1. Understand how you want to use your email marketing efforts.
There are several ways you can leverage email marketing. A few broad ideas are:
a. Newsletters which help in cultivating opinion leadership and brand awareness.
This is one of the most common ways to stay in the peripheral vision of your target audience without actually pushing your products into it. You start with locating all the problems your target audience had, even if they are not from your domain.
Then, you decide on the problems that you can help them solve. For instance, if you are running a restaurant discovery business and you see that many kitty parties are organized in the restaurants booked from your platform – you can focus on the problems usually faced by homemakers. This can include extra income requirements, cheaper house maintenance products etcetera.
A good way to start a newsletter would be by focusing only on the problems faced by your target audience and giving them the solutions they can put to use. Then, gradually, you may start increasing content related to your domain and pitch in your brand.
If you plan to go this way, it is highly recommended that you use custom email templates and standardize your process before you scale it up.
b. Follow Ups and Special Offers.
These email campaigns are highly used for converting leads into customers. Most of the times, you can use such emails when you know for sure that the person has left your website without making a purchase for some specific reason other than their disinterest in the product.
Most of the times, if the email is being sent to convert a lead, you can develop a batch of emailing templates and use them with minor changes as and when required.
c. Product Research.
Several companies have leveraged tools like SurveyMonkey and other online platforms to create surveys that help them determine important metrics such as Net Promoter Score and also garner first hand insights from consumers and target audiences.
Once you have determined what is it that you want to do with your email campaigns, it will be a more linear path.
2. Get started with the basic resources – Email IDs.
Many businesses prefer ‘saving time’ on this and buy email lists of several hundred thousand customers online. Most of the times, these email IDs can give you traction but they may not give you the required conversions you need to increase revenues.
The problem with buying email IDs is that you are scaling your reach very quickly but you may not necessarily be scaling into the right target audience. What would you prefer – a 10% conversion rate on an audience of 10,000 relevant people or a 1% conversion rate on an audience of 50,000 people!
The best way to generate email leads is by using the principles of permission marketing or inbound marketing. Create content that helps your audience, direct them to a landing page and give them an exclusive offer that will help them solve their problems. In return, they can provide their legitimate email IDs which can then be used to build a relationship.
Once you get started with the inbound methodology, make sure you are using custom email templates and providing prompt responses as soon as people sign up.
Once you have determined what you want to do and have received a decent number of email IDs – everything else becomes an iterative process. Get a team which can help you create custom newsletter design, landing pages and other collateral required and get started with your email marketing campaigns.