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How to market using email marketing tool?

To understand “what” customers will do in given circumstances, marketing strategy must prioritize business capabilities around customer’s demographics or demonstrated customer behaviors recorded in the system.
Marketing leaders are often charged with building a robust customer attraction strategy to turn consumers’ loyalty into revenue growth. Today’s customers expect more from their interactions with business. They are empowered by choice, have limited time, and it is imperative that any business best invests in the elements that help drive customer attraction.
Customers need compelling information to move them to the next buying cycle stage; pushing the right content can do just that. It’s all about moving these prospects down the sales funnel, if not as quickly as possible, at least as efficiently as possible. While this does not translate to targeting the customer every single day, a well-designed email marketing that promotes business’ brand in the targeted community works well. Too many times organized tries to sell products via email marketing, and completely ignore the brand awareness factor. By doing so, they’re also prohibiting the ultimate possibility of building customer trust and adding a sense of personality to their brand.

Why do businesses need an email marketing tool?

According to Harvard Business Review, for a mid-size SMB with a 15,000-email database, the company would spend about 152 hours per year managing the campaign. This would include drafting, scheduling, tracking of the emails, responding, follow-ups and database maintenance such as updating membership information etc. Segmenting these customers into appropriate email marketing lists helps businesses target these groups more effectively.

What are the advantages of segmenting customer lists?

  1. Ease of communication:

Emails are convenient as a tool for communication. When customers sign up to receive emails, they have already made a commitment to receive these notes. If content is relatable and well worth the time, it will boost customer engagement. On average, 54% of all emails and other media information is opened on a mobile device. A well-designed email will produce higher conversion rates on mobile than any other medium and this must come into play into designing into any marketing strategy. Emails can be used to drive people to a website, call or drive any other call to action.

  1. Measure efforts and results:

Email marketing tools offer the ability to track delivery rates, bounce rates, unsubscribe rates, click through rates, and open rates. These metrics are an important part of a marketing campaign and better than any surveys that depend on industry and target audience. Emails campaign tools provide the flexibility to determine and adjust the reach out according to the customer’s expectations – daily emails, weekly updates, product information only etc. out better provide them.

  1. Relevance of the message:

Email marketing is especially crucial when it comes to lead nurturing aka email lead marketing. Every Lead or prospect is always at a different stage of the buying cycle. Creating buyer personas and blueprint logic for each of those will determine the content to create for each step.

  1. Increase brand awareness:

Acquiring a customer or prospect’s email address through direct means – sign up, newsletters, emails etc. can be translated to the customer’s level of interest in the business. Email marketing can help augment the ability to increase that interest level, that brand awareness.

  1. Common tool:

Almost everyone (93% of consumers) use email. Email is the easiest, cheapest, and ideal opportunity to reach customers. And a good email marketing strategy is to encourage customers to share offers as much as possible about the brand. Email is especially huge in the B2B world as it accounts for the most prominent form of communication for 73% of businesses.

This email marketing strategy also allows to create a sense of urgency – seasonal offers for an WooCommerce business, or product upgrades that drives new implementation requests etc. 

One of our recommended email marketing partners is ZOHO Campaign. They offer a free trial. Give it a try, it will open new doors for your business.