With all of the posting, sharing, tweeting and pinning going on these days, you may be under the misconception that email marketing has fallen by the wayside and is an outdated tool. While it’s certainly true that social media channels such as Facebook, Twitter, Pinterest and Google+ are making it easier than ever for businesses to connect with current and potential customers, this doesn’t mean that you should neglect your email marketing campaigns.
Why Email Marketing Remains Important
Research shows that email marketing campaigns continue to have the highest returns based on investment. It takes very little time to compose and send an email to your targeted group, and unlike social media posts, the messages that you send are likely to remain in a prospect’s inbox for months if not years.
While social media makes it easy for prospects to interact with your brand, email marketing campaigns have the benefit of allowing you to target your message to prospects with certain demographics, such as location and purchasing history. Studies show that the most successful email marketing campaigns are the ones that are most targeted.
While it may take your prospect some time to see the message that you send by email, they are likely to see it eventually. In comparison, since so many users post multiple times per day on their various social media channels, your message is easily overlooked or forgotten.
Integrating Email Marketing and Social Media Campaigns
Email marketing campaigns remain an integral part of any comprehensive strategic digital marketing plan, even though social media interactions may seem to be a key driver of consumer access and sentiment. Since social media is so prevalent and pervasive in our society, you will want to take steps to insure that your email marketing campaigns integrate social media connections so that it remains effective. Integrating the two is as simple as making it easy for prospects to sign up for your newsletters and email updates through your social media profiles. Another step to take is to make it easy for your prospects to share key highlights from your emails with their own social media contacts.
Additional Email Marketing Tips
When you are conducting an email campaign, you will want to reach a balance between too much and too little contact with your prospects. It is a delicate balance, and you should always listen to direct feedback regarding your email practices.
Good times to email your prospects include:
- A thank you email when a prospect subscribes to your list or a customer makes a purchase.
- A follow –up email should be sent a few weeks after a purchase, to see how they like the item and to suggest additional add-on products or services.
- Emails should also be sent anytime you are having a sale or special, or offering a new product or service.
- Emails can also be sent when you have good news about your company that you wish to share with your prospects, or urgent news in your industry that you think your prospects would like to know.
- Include calls to action in your emails. Many times businesses miss an opportunity to build a connection or make a sale because they fail to ask the prospect for their business.
When you are composing emails to your prospects, make your topics interesting, and focused. Avoid titles and content that is too long, too stuffy or too boring. Ensure that your email remains focused and provides helpful information. The more conversational and focused you keep your emails; the more likely your prospect is to enjoy receiving your emails and to look upon you and your company favourably.
If you’ve forgotten your list, why not take a short time-out from tweeting and pinning and show your prospects a little focused TLC by sending them an email and sharing some good news today!