Email marketing isn’t just alive and well, it’s the dominant online force for all kinds of businesses looking to expand their client base and find opportunities for growth.Email marketing isn’t just alive and well, it’s the dominant online force for all kinds of businesses looking to expand their client base and find opportunities for growth.Email marketing isn’t just alive and well, it’s the dominant online force for all kinds of businesses looking to expand their client base and find opportunities for growth.
Despite this, the proven effectiveness of email marketing, companies shouldn’t be conducting their campaigns in the dark. A winning email marketing campaign is a highly strategic process aimed at gaining trust, and then fostering a relationship that will eventually lead to a direct meeting with a potential customer.
Here are three calculated secrets you should utilize in your next email marketing campaign.
1. Clean and Validated Lists
Today we create and have access to more data than ever before. This means we can inform our marketing strategies in a way that was once impossible. It also means there’s more data around to grow out of date and mislead. This is why it’s so important to ensure only clean, accurate data is used when we create an email list of prospects.
Sabal Group uses a systematic approach to expertly refine our data and provide you with a fully optimized email list of real targets. Our unique process includes using three separate databases to check each address and reduce any duplicate information to protect your campaign from high bounce rates.
Additionally, a clean list provides you with more accurate campaign statistics and actionable insight. When bogus email addresses are removed, you can get a better picture of how engaged recipients are with the content you’re creating to help capture them.
2. Timing is Everything
isn’t just the right message you should be striving to deliver. You should be delivering the right content at the right time. In order to ensure prospective clients are reading your emails and responding to your calls-to-action, you need to coordinate your campaign seamlessly with the customer journey. The premise of a customer journey is to send out communications to leads based on where a prospect is in the buying cycle. For example, when a potential customer is in the “awareness” stage of the journey and still learning about the marketplace, a simple introductory email highlighting your services is important to their developing an understanding of your brand. And when a prospect is about to make a decision, a case study showcasing how you helped an existing client could be the deciding factor in gaining your next customer. The right time also means understanding when your audience is most receptive. Sabal Group can help you unlock key indicators by providing a digital footprint of each lead that includes their browsing behavior, search terms, and level of engagement with past campaigns.
3. Refine and Revise
Marketers are constantly having to fine-tune their marketing efforts to deliver better results. It is critical to thoroughly review your post-campaign data to see what is working and which individuals have responded to what type of content.
Sabal Group methodically measures all campaign performances to offer our clients an intimate look at how leads responded. We take what we’ve learned from the results and use it to further refine the data so we are delivering an accurate email list of people who are engaged and interested in your products and services.
Research shows the number of U.S. residents using email stands at well over 200 million, and this figure continues to rise. Clearly there is a huge opportunity for marketers to reach their target audience through a carefully developed email campaign. In order to do so, you must have a clean list of accurate data, send the right content at the right time, and always examine post-campaign results.
Want to put our secrets into practice for your next email marketing campaign? Contact Maribeth today!