Email Marketing Campaigns work best when you understand that emails are going out to people and not simply email addresses. This is easier said than done, but consider for a moment, your own email mailbox. How often do you simply go item-by-item deleting one after another? Those from marketers often get deleted first.
I can hear you asking, “Why would I want to partake in a task that seems pointless?”
Goals of Email Marketing
The point of optimized content marketing, inbound marketing, and email-marketing campaigns isn’t to simply do what everyone else is doing just for the sake of doing it. The point is to put your brand in front of as many eyes as often as possible. You do that with repetition and by offering relevant content to past and potential customers at the specific point in the buying process to increase the odds of them purchasing one of your products or services.
Yes, most of your emails will get deleted. That is simply a fact a life. However, even if those people don’t buy every single time you send an email, this aspect of inbound marketing isn’t supposed to create a sale with every send. This is building your brand and making it recognizable to customers and building your trust as a company that provides useful information as well as strong products and services. To remain on your email list, your emails have to be relevant and provide a benefit. Otherwise, your emails will face the same death so many of that have come before.
The way to provide that relevance is to spend the time and break the members of your email list into specific points of your buying process. Why should a repeat customer get the same email as a potential client who just signed up for the email list yesterday? They shouldn’t and that’s why most email marketing campaigns fail. Everyone wants to feel like they are special, especially from the places where they spend their money.