(Newswire.net — March 21, 2019) — Sending personalized emails to people who have given the business permission by submitting their addresses is an essential component of a complete digital marketing strategy. Since most people spend a significant amount of time online each day, digital marketing is gaining in popularity and effectiveness. The return on the investment (ROI) for some businesses average thirty-eight dollars in revenue increase for every one-dollar spend on sending out emails. The caveat is that emails must be relevant and targeted to the recipient.
Email Instead of Eblast
Emails that are sent out to an entire list of people with little thought behind them are referred to in the marketing industry as Eblast. Rather than increasing revenues and generating leads, the results can be damaging to the business. There are three common techniques for Eblast that should be avoided at all costs because they are ineffective and a waste of time and money. These consist of:
1. Spraying-and-Praying means sending out one generic email for everyone
2. Purchasing an email list which is likely to be of low-quality with some undeliverable addresses. This can interfere with all deliverability
3. Flying Blind refers to launching an email campaign without tracking open, click, or conversion rates.
The key to using email marketing effectively is to send personalized messages to people who have expressed an interest in receiving more information.
Inbound Marketing
Inbound marketing is permission-based marketing that became essential in 2003 to avoid violating the new spam law. That law was designed to prevent people from being inundated with junk emails and led to pop-up boxes that requested an email address from visitors, browsers, and buyers. Leaving a personal email address on a website is the same as giving permission for the business to send emails. Pop-up boxes became annoying to people and could be blocked by those who did not want to be bothered by them.
Instead of pop-up boxes, there are natural and clever ways to provide people with the opportunity to leave the address at different stages of the website experience. It is the ideal way for businesses to keep in touch and engage people who want to learn about the company and the products available. Getting permission is one of the best practices identified in email marketing. Clever ways to encourage people to leave an address are successful because they do not appear to be an obvious marketing tool.
Opportunities
The first opportunity for leaving an email can be presented on the first page of the website. Invite visitors to register for the newsletter. Those who click an item or section to browse specific products may respond to a request for an address to get alerts when products go on sale. Targeted and personal emails are successful when created on the business website or other aspects of the internet and make a significant contribution to the overall digital marketing strategy. Encouraging shoppers to follow the business on social media pages will also result in an email address.
The chance to make a wish list directly on the website is attractive to customers because they can refer to it on future visits. Most websites require an email to create a wish list. Once a list is started, suggest the customer share the website with family and friends who could view the list for gift ideas. That generates leads to exponentially and quickly.
Always Personalize Emails
Visitors and customers leave their names and email addresses to get relevant information from the website. They do not want to read through a scripted email that is meant for every other person who also left an address. People spending time and money on the business website wish for a more personal experience than that. This can be accomplished easily by segmenting lists with a variety of filters to send personal and relevant emails during each separate campaign.
The website must capture attention in order to increase the business email list. Intriguing and fresh content, bold and vibrant visuals, and clear tabs for navigation are critical aspects of a site. Email lists grown organically rather than purchased will be more successful as an intricate component of the marketing strategy. Other components include social media, Google AdWords, guest blog posts, and pay-per-click (PPC) advertisements.