Organizations undergo innovation across the board. If you look at the entire journey of innovation, you will see innovation around processes, products, technology, policies, etc. Innovation is inevitable because organizations need to keep up the pace with their competition and providing the edge to their customers. The marketing team also undergoes tremendous innovation because they are compelled to bring out a paradigm change in the way leads are generated. Usage of latest tools combined with processes is what we see day-in and day-out among marketers. However, if we do a microscopic view of various components of what marketers do, there is one element which always remains constant, oblivious to the transformation that is happening around. This element is in-fact one of the oldest, and in today’s digital market, still an effective technique for spreading brand awareness and generating leads. Some people call email marketing a stone age methodology of generating leads, but what they don’t realize is that majority of marketers still rely on this age old technique. The innovation bug has bitten this technique as well, with marketers using different ways and means to communicate a message using email marketing and with associations defining certain norms to ensure that there is no misuse of a personal data like an email address. But the fact of the matter is, email marketing is not just about sending a bunch of messages to a set of email addresses. Had it been that simple, today you won’t see marketers striving hard to reach out to their target audience, by implementing various tactics in their email marketing process. So what are these techniques or tactics for achieving effective email marketing?
“Remember, the ultimate objective for a marketer is to generate a high-quality lead that will convert into a customer”.
Before we plunge into the various effective techniques, it’s all the more important to know why organizations need an effective email marketing strategy. Even though these reasons are known to some, but it’s imperative to share here to remove any misconceptions.
- Email marketing is very easy to start and one can start at a small scale
- Whether you are sending message to one person or millions, the effort that marketers take is going to be the same
- Organization can reach to a larger and more focused audience
- Easy to segment the target audience based on the product(s) or service(s) that organization has to offer
- Return on investment is high compared to other channels considering the low investment
- Flexibility to run an email marketing campaign
For an effective email marketing, marketers need to take care of some key elements to give them the desired output
The message that a marketer develops should be strong and effective. What does this mean? It means the message should highlight the features of the product or service that the organization is offering to the customer, with a key value proposition. Most importantly, the audience should be able to relate their problem or business challenge. This should prompt them to take some action in response to the email that they have received.
Here, as a marketer, one needs to define how many emails are you going to send to the target audience. As an outcome of the first email campaign, marketers need to filter out the response received and then categorize these email lists based on the engagement parameter. Once this is done, then they can start sending focused emails with concrete messaging that targets the said audience category.
For eg: If the email is intended to a target audience with a high engagement or high response, then marketers can schedule multiple emails with different messaging for this audience.
As a marketer, one needs to clearly identify which kind of emails are going to create an impact, in terms of a call-to-action or click-to-action, and which ones are just for the purpose of information sharing. Based on this, they can prioritize their emails and work accordingly. This also depends on the objective of the email campaign that they are conducting during that period.
Data classification or categorization is very important factor in an email marketing campaign. The email that marketers send is not necessarily applicable for all the target audience. Hence, looking at the product or service that is in an offering and the value proposition that is brought to the table, marketers need to break down the mailing data and categorize it effectively. Only then can they expect an outcome from their email campaigns.
Any marketing campaign needs to be measured. This is applicable even for an email marketing effort. Define key performance metrics for each campaign and then measure the outcome of each campaign against these metrics. Any deviation can be corrected through changes in messaging, proper data classification or even changing the frequency of the campaign.
The idea is to ensure that every effort that goes into campaign preparation and execution yields in the desired outcome. This allows the executive team to take informed decisions and chart the next course of action for their marketing efforts.
The points mentioned above are pretty standard, however, it has been observed(particularly) in small and mid-sized companies, that the marketing campaigns are run on an ad-hoc basis which results in disappointment as they are not able to get the true value of the efforts. Having taken care of these pre-requisites will give them the result that they are seeking, provided there is a consistency in their efforts.