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Smarter Email Marketing – Reboot Your B2B Lead Generation and Grow Your Business

The death of email marketing has been greatly exaggerated.

I’m sure you’ve heard the discussions about the imminent decline of email and the rise of social media. But independent marketing studies suggest that’s just not the case. Let’s see what the data tells us.

· 2012 ExactTarget Survey – 66% prefer email as the #1 marketing communication channel.

· 2012 EmailVision Study – 89.2% of marketing managers say email remains as important or more important to their overall marketing strategy compared with two years ago.

· A Merkle Study – 74% of online adults prefer to receive corporate communica­tions via email instead of social media, direct mail, text messaging, or phone.

In reality, the outlook for email marketing – with a twist – is stronger and more popular than ever. Integration is the twist. In a Strong Mail Marketing Trends Survey, 68% of business leaders intend to integrate email marketing with social media. And the marketing spend for email marketing (60%) and social media (55%), shows business leaders intend to pursue an integrated approach.

The New Email Marketing Strategy

Employing email by integrating it with social media, search, and content marketing results in smarter email marketing. Because email covers all parts of the buying cycle and champions permission marketing, it’s powerful and effective. With its opt-in feature, emails go to a target audience willing to receive them. On its own, email encourages interactivity. But combined with social media, search and content marketing, email marketing optimizes results.

Integrating Email Marketing with Social Media

Social media connect prospects, customers, and businesses. Once that’s done, relationships develop offline via email or phone. Email remains the preferred method because it’s fast, effective and efficient. With integration, both channels reinforce each other as social media informs email marketing. Respond to prospects’ questions on social media sites in a personal, engaging and focused way. This deepens and broadens your social network. And it nurtures your brand. Include links in your email to your social media sites to increase your followers. Also, gently suggest customers refer your business by sharing your email. Integrating email with social media improves effectiveness more than when employing each channel independently.

Integrating Email Marketing with Search

The superiority of email lies in its ability to address every part of the buying cycle. And it embraces permission marketing, which has replaced interruption marketing. Integration with search gives you several benefits. Newsletters or eZines are an excellent way to extend reach and build awareness. Adding relevant keywords to your emails increases prospects’ likelihood of finding your newsletters. You can also drive more prospects from search engines to your website by posting newsletters to your site. Keyword-rich emails also help increase the chances of your emails going viral. Combining email with search provides customers with marketing they want. As Jay Baer would say, email has “Youtility”. This helps improve your leads and grow your business.

Email Marketing – A Strong Foundation Makes All the Difference

Understanding Email marketing

The ubiquitous email still survives. Research shows that checking email inboxes is one of the most common activities that we do online, even today. Email was and still is one of the most popular means of personalized conversation tools on the internet. Today with social media making waves, everything is watched, read and talked about. Hence the significance of email to deliver a personal message becomes much more powerful. The reach and power of the email was never doubted even with social media making such a huge impact.
Since some time now, online marketing has become very popular. Email marketing is an integral part of the entire process. Many huge corporations and also small vendors today make use of email marketing as a means of directly reaching their message to prospective clients.

Advantages of emails:

  • Include content as required, can be words, pictures, videos anything we can imagine, making it highly personalized.
  • Deliverability is easier, safe and stays within reasonable limits.
  • No limits to amount of emails that can be sent.
  • The reader can choose to read or discard solely on his own terms.

 

What started off as a simple mechanism to send personalized messages over the internet email has turned into something which is used for a lot more than that. It has become a marketing tool, a networking option and a means of getting the word around. Email marketing is a force to reckon with. It has various benefits which can be utilized as per need. The high level of personalization along with the various types that the simple email can morph into has made it a very versatile tool. This is one the main reasons why it has not died down at all.

Email marketing is a concept which is business worthy, strong and gives amazing results when used according to plan. Many huge corporations and businesses have relied on email marketing as a tool to market their products, stay in touch with their customers and increase customer involvement. The versatility of the email has enabled businesses to modify it according to their needs. Email marketing has caught on in a big way and with businesses looking for profitable options to traditional marketing tools, email marketing in one of the biggest choices.
Different types of email marketing

Emails sent as email marketing is broadly classified as promotional emails or advertising emails and information emails.

• Promotional mails include advertisement mails, newsletters which also promote the brand, offer mails and so on.
• Information mails also include newsletters which are precise and give only information, transactional emails, and direct emails and so on.

Email marketers use these types of emails to their advantage. Since there are so many different types, it makes it very easy to adapt a simple email to your specific needs and ends. It is up to the marketers to vary the emails according to the requirements and take advantage of it.

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