Poor email marketing. Like the late Rodney Dangerfield, it sometimes gets no respect. And compared to other, newer marketing tactics like social media and viral videos (like this one of the above pictured Spandy Andy), it just doesn't seem quite as sexy.
There are reasons for this perception. Email actually predates the popular Internet era and social media. And with the exponential growth of social media (and spectacular IPOs) in recent years, email can seem like it's just not as cool. Not as sexy.
Email is the most successful and profitable B2B marketing channel. There are two primary reasons why email is so effective:
1) Building Relationships
2) Nurturing Relationships
And relationships are very sexy.
When visitors to your website fill out a form to download some valuable content, they are most likely not ready to buy from you. Email marketing is the linchpin to keep that initial contact sustained and to guide the prospect through their research and purchase.
Email allows you to segment your lists and send messages in the right context. To be relevant, the message you send to your prospects should probably be different from what your current customers receive.
Email marketing is an incredibly flexible form of communication and is extremely effective.
But one of the greatest things about email marketing is that you can track the ROI. It generally has a lower cost than other “sexier” tactics, but the return can be exponential.
And, if you’re a B2B marketing who loves analytics, you can use real data to make smart, calculated decisions. Email marketing is one of the most straightforward tools when it comes to analytics and measurement.
What do you think? Please join the conversation below. And if you found this helpful, please share it with your network.
photo credit: Genevieve719 via photopin cc