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shawn-adamson

Shawn Adamson

Vice President Mile High Region at Comcast Business

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6 Secrets to Email Marketing: Start with a Strategy

March 24, 2015

Everyone is excited about social media — using Facebook, Twitter and other tools to reach your customers and prospects — and it’s making them wonder if good old-fashioned email marketing has become dated.

This is the first article in a six-part series on email marketing.

Everyone is excited about social media — using Facebook, Twitter and other tools to reach your customers and prospects — and it’s making them wonder if good old-fashioned email marketing has become dated.

The answer is absolutely not. Email marketing, if done correctly, is still an important component of any overall marketing plan. Businesses of all sizes engage in email marketing because it works.

Email

But marketing via email can be tricky.

Too many companies think of it as bulk email sent to a large number of recipients. While this is simple and cheap, it doesn’t really work well. Email’s strength, much like social media, is through personalization.

When you take into account previous purchases, indicated interests, buying frequency, budget and more, you’re building a true relationship. This is called personal marketing. And, when you gain consent from your customer to communicate with them based on these factors – this is permission-based marketing.

Email marketing works for a variety of reasons. It allows targeting, it’s data driven, you can directly drive sales and it can build relationships. Plus, today’s email marketing services support database management and segmentation and provide a great deal of data that allow you to refine an approach and message.

There are a few critical elements that will help to make your email marketing campaign a success.

Secret #1: Start with a Strategy

As with any marketing program, you must know your customers, understand your market, have a clear value proposition and make it easy to buy. Email marketing takes advantage of these principals and enables you to connect directly with your customers on their terms. Before beginning a program, you must decide how you want to use the medium and the results you want to achieve.

  • Are you hoping to create sales opportunities?
  • Do you want to improve customer loyalty?
  • Will your content demonstrate thought leadership?

Early decisions about the kinds of behaviors and actions you wish to stimulate will make your campaigns more successful and drive results.

Next: Email Secret #2: Be sure you have an accurate list

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