When to Use Email Marketing


Email marketing has been a staple for consumer marketers since the mid-90s. some years later, B2B marketers discovered its value, and email campaigns became a very important tool for businesses altogether stages and industries.


Yet many marketers just starting within the field are wondering when to use email marketing. Email marketing may be a powerful vehicle that permits you to cost-effectively communicate together with your market during a way that’s immediate and relevant. With email, you can:


Nurture leads

Build brand awareness

Obtain prospects

Build customer loyalty

Generate sales


You can usually launch a campaign and measure your results fairly quickly, making email a good option for time-sensitive programs. It’s easy and cheap to check different aspects of your campaign on a segment of your list, so you'll be able to hone your creative and your offer to get the simplest possible results.


Email marketing is more editorial than advertising, and it’s powerful because it can support and even drive a sales process. Yet like several medium, it's its challenges. Business people get many emails (or more) day by day, so you’ll have to get your message past spam filters and provides them a reason to read. You’ll also need a powerful offer, valuable editorial content, appropriate design and an honest fulfillment and measurement process.


You can reach a good audience with email, but that doesn’t mean you must. It’s best once you really target so you'll speak to specific needs. consider it as a one-to-one communication – personalized, relevant, timely – not a blast.


If you’ve used email within the past, does one see your company in one amongst these scenarios?

Develop your campaign around specific goals

Take the time to strategize and plan your campaign:


Develop a tangible objective – as an example, to come up with a selected number of leads, demo requests, meetings, or purchases.

Profile and target your audience. you'll reach an outsized audience through email, but that doesn’t mean you ought to – narrow targeting means you'll speak more on to their needs.

Create a decent offer and compelling call-to-action, and present it early in your message – readers skim.

Plan a series of emails to form an ongoing campaign – it takes multiple touches to get response.

Don’t forget fulfillment – if your prospects expect a telephone call or email, deliver it quickly otherwise you could lose their interest.

Invest in good content

Few people want to read emails that look and want ads. Instead, offer information that’s relevant to your recipients. It’s an investment to develop that content, but it’s the content that gets people to open your messages and still read them over time.


Choose the proper technology

If you’ve never launched an email campaign, you’ll probably have to use an email service provider (ESP), typically a web-based service. Choose a reputable ESP to assist you stay compliant with spam legislation and obtain your messages to your prospects’ inboxes – a significant issue in email marketing. an honest ESP can raise your delivery rate, manage your opt-in and opt-out process, keep your email list clean and supply reports that may facilitate your improve your results.

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Be respectful and follow industry practices

Make sure you’re following accepted industry practices – you’ll improve your probability of success.


Mail to your house list regularly – even corporate emails change rapidly. The longer between campaigns, the upper your rate of bad addresses – and people “bounces” could trigger spam alerts.

Make sure your recipients can easily opt-out of future communications.

If you’re buying or renting a listing, ensure it’s an “opt-in” list.

Continually test, refine and improve

It’s always knowing test before launching a campaign. If you’re working with a brand new ESP or list, evaluate your delivery and response rate before you roll out. Keep testing and improving your subject lines, headlines and duplicate, design, offer, landing pages, even the delivery timing. You’ll improve all of your campaigns within the process.


After Your Email Marketing Campaign

As email marketing becomes more important in your overall strategy, continue learning about the topic and improving your campaigns. Review what other companies do – both B2B and B2C. They’ll provide you with many samples of when to use email marketing in your business.

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