The rise of email marketing and how to make the best of it

While it has always been a classic tool with foreseeable results, the Covid-19 pandemic has unexpectedly given a thrust to email marketing. When all communication channels went online, emails have claimed their way back to the top of daily go-to business tool.

Before the pandemic, there has been a long-time debate regarding its effectiveness and how to properly integrate it into a successful marketing strategy. Moreover, since the tools using automated email marketing have increased in numbers and options, finding a suitable solution is difficult to tackle.

As recent numbers show, it is still a good idea to consider and implement. Nonetheless, we strongly suggest addressing these 4 issues that we have encountered to be blocking the path to success:

  • Email marketing is not just a ‘software problem’

You have to carefully choose those features that bring added value. The available options have long overpassed the <email-sending software> phase. You can now choose to segment the audience, personalize the content, designate prospectus course, analyze context.

These decisions have to be backed up by excellent knowledge of the target audience, the message to be delivered and the impact on the business. Setting up a CRM system helps you with that, yet you still have to know that vital information about your campaign.

  •  Email isn’t the problem-solving magic wand

While it can deliver your message and let your audience know you can help them to solve their problems, the email itself is not the answer. Your product/service is and you have to direct them to get in touch/check it out without losing engagement. 

That requires additional tools (like Analytics and Ads) that can measure the impact of both channel and content.  Your email is just the beginning of the customer journey and you have to be there (and be able to measure) each step.

  •  Follow-up your on your emails and convert your leads

Most of the companies don`t correctly assess the conversion period. It may take days, weeks or months for a client to decide and that`s when you lose the opportunity to convert the lead into a prospect and then a buyer.

Being there, with the right message, is crucial for the development of your relationship with your future buyer.  You essentially have to convince them that you have a solution to their problem and be consistent about it. One or two emails won`t do the trick.

But if you segment the audience correctly (different traits, different needs and behavior) and automatize the process, you don`t have to worry about not being there on time.

  • Invest wisely

When it comes to digital, the “wonder” solutions are very appealing since, besides business knowledge, one must also tackle technology and digital info.  But relying on them is hardly indicated since algorithms, parameters and business realities are changing at such a fast pace.

Instead of using “gurus” and “mentors” , we suggest investing in highly efficient tools like CRM and RPA and proficient consultants, that can help you identify the vital information that your company needs. You will be able to use them on the long run and benefit beyond marketing campaigns.