How to Use Email Marketing Effectively
When you have a clear destination in mind, you want to get there in the most direct route possible. And that takes planning.
In this case, the metaphorical destination is the consciousness of your customers.
The question is:
How can you use email marketing to convert leads to customers?
Well, different people might try taking different paths to arrive at the same destination. But most will never get there.
We have a time-proven roadmap, though, and it looks like this:
This is a matter of trimming old and inaccurate contacts, and then segmenting it all (so content goes to appropriate recipients).
Without proper organization, your “Happy Birthday” email is sent to the non-birthday-celebrating patient who should have received a “We Hope You Enjoyed Your Colonoscopy” email.
Customer Relationship Management (CRM)
The epicenter of your email marketing strategy. It allows you to connect regularly with customers and provide relevant information at consistent touch-points. Basically, a well-organized CRM enables you to stay front-of-mind and relay additional solutions to the problems they have.
Engage Your Leads
Delivering interesting, useful information right when your current and future customers happen to need it shows just how valuable your company is. More than that, engaging customers is instrumental in cultivating brand ambassadors—and this is where the rubber really meets the road for business growth. Brand ambassadors enthusiastically tell others about your business and are often repeat customers. Need an example? Apple has millions. You may even be one of them!
Data Tracking, Compilation, and Analysis
To randomly send out emails, hoping they’re effective, and not taking any further steps isn’t a mapped-out plan—it’s basically driving around with your windshield painted black! It might be theoretically possible you’ll arrive at your target destination, but we’re not betting on it. Keep your windows clean and see where you’re going by effectively utilizing data.
Retarget Lost Opportunities
Maybe the timing wasn’t right the first time around, but email marketing allows you to reconnect and remind them that you have exactly what they need.
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