Email marketing

 

Email marketing is a highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers and turn one-time buyers into loyal, raving fans.

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Having an email marketing strategy in place allows marketers to layout their email advertising process ahead of time. In turn, other business stakeholders can know what they need to do at each given time, thus ensuring synchronicity while implementing an email campaign.

With an email marketing strategy, a the company can plan when to send time-based promotions or non-promotional emails. Time-based promotions are emails containing time-sensitive messages which prompt recipients to take action, for example, purchasing a discounted product, registering for a new class, or booking an appointment. For these promotions, marketers should consider planning a short three-part marketing email series comprising of an announcement (preferably two weeks in advance), a reminder (1 week to the event), and the last chance (1 or 2 days before the event.)

Non-promotional emails are less timely and sales-driven. They are more for establishing relationships and giving value to customers. Contrary to promotional emails that tend to boost sales, non-promotional emails enable marketers to determine the interests of their subscribers, thus helping with mailing list segmentation. In turn, they can follow up with more personalized messages that aid in nurturing and strengthening relationships with prospects and customers, respectively.