Define email marketing and set your goals

Email marketing : Define and set your goals

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When it comes to email marketing, there’s more than one way to measure success, more than 290 billion emails are sent daily.

This figure is expected to reach 347 billion daily emails by the end of 2023, with this huge number that indicate the power of the marketing through emails, how conversion rates are impacted by a certain email, or how much website traffic is being generated, you can recognize the effectivity of each email marketing initiative.

But before just start sending an email for your customer or audience you need to understand customers, their expects and interests

build a suitable strategy for your goals relay on some data and research, sometimes a bit of trial and error.

Some Recent survey shows the highest ROI through email marketing tool,

Step One

Define Email Marketing

Before you begin to create your email marketing strategy, you should define what email marketing means to your organization.

If email marketing had existed in 1828 when Noah Webster first published his American Dictionary of the English Language, the definition might have gone something like this:

e•mail mar•ket•ingn. The use of email to deliver permission-based communications to build relationships, increase sales and improve customer retention.

The definition also mentions customer retention. Email is by far the most popular way to stay in touch with existing customers.

By providing valuable information and updates based on their interests, email can help build a relationship between the organization and the customer.

In General, We Can Get Standard Term Definition,

Email marketing is the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

But there’s a far more meaningful definition of email marketing: what it means to you and your business. Defining the purpose of email marketing for your organization is critical and will be the driving force for all other email activities.

Step two

Set Your Suitable Goals

The first important step it, to be able to expect and determine your goals of growth for each stage at this point ask yourself.

  • what you can present as a project or service and why?
  • what the audiences benefit through your project?

you need to find more deep related questions about what you work on, that will be clear if you give the answers.

Email can be seen as a tactical and inexpensive way to reach out to prospects and customers to quickly increase sales drive traffic to the website, by building a sound strategy you will be able to set expectations for long term success effectively

So here’s the most important question you need to answer: What is the purpose of email marketing for your organization?

-Other important questions to answer include why email marketing?

-What will email marketing contribute to your existing marketing efforts?

-How will your marketing efforts tie together?

-What is your current lead generation process?

-How will email marketing contribute to lead generation?

-Do you communicate with customers on a regular basis already?

-Does email marketing replace or complement any other communication strategies?

Lead Generation and Sales Cycle Analysis;

Basic Process Acquisition Retention

Word of Mouth

PR

Trade Shows

Direct Mail

Thank You

Action Buy Download Register

Ads

Website

Promotions

Basic Process Acquisition Retention

Word of Mouth

PR

Trade Shows

Direct Mail

Thank You

Action Buy Download Register

Ads

Website

Promotions

This diagram is a simple illustration of a lead generation process without email marketing. It shows visitors reaching the site and then taking a certain action.

Currently the only follow up is a Thank You page that may show a receipt or confirmation.

Define email marketing and set your goals

Let’s highlight some of the problems with this process.

1-Web-centric – there is no effort towards customer retention, It is a very transactional approach.

2-Lost opportunity – there is no collection of information for those that don’t act immediately. What about those conducting research who want to learn more about your offering or your industry?

On the next page, we’ll take a look at a scenario with email marketing integrated into the process.

Retention

Acquisition

Integrated Email Marketing

Word of Mouth

PR

Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication

Website

Direct Mail

Ads

Action Buy Download Register

Promotions

Retention

Acquisition

Integrated Email Marketing

Word of Mouth

PR

Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication

Website

Direct Mail

Ads

Action Buy Download Register

Promotions

This diagram mirrors the previous illustration but shows how easily you can use an email newsletter to capture leads that may only be researching at the time of the web- site visit.

Lead Acquisition

The newsletter sign up form captures prospects that may not be ready to take other

Actions, by creating a newsletter or other communication for this audience, you can begin to build a relationship with them that can lead to sales or other desired action in the future.

Without this regular communication, the contact could easily forget about your organization the minute they exit the website.

Customer Retention

For those that do take a desired action on the website, the process now includes a welcome email that invites them to stay in touch with your company.

Additional benefits of adding email marketing

To lead generation and the sales cycle:

1-reinforcement of the brand with continual communication

2-Regular communication improves customer loyalty

3-Feedback from tracking reports provides info on interest levels

4-Ability to communicate with customers/prospects based on past behavior

5-Drives traffic to the website

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