What Is Email Marketing?
Obviously, email marketing involves connecting with an audience who wants to hear from you. They likely downloaded a content offer from your site or attended one of your events.
Your email marketing strategy is the process of sending targeted content to your leads, prospects, and customers. And it still delivers a lot of potential for you in many ways.
Why Email Marketing Is Still Effective
Despite what critics say, email is far from dead. In fact, it’s still one of the most popular communication channels for many consumers. A staggering 73 percent of millennials prefer communications from businesses to come via email.
Seeing the overwhelming preference for email, you can better understand another important statistic: Email delivers the highest ROI for marketers. And it’s 40 times more effective at acquiring new customers than Twitter or Facebook.
On average, the ROI of email marketing is 3,800 percent – every dollar spent on email delivers $38.
The data speaks for itself, but it’s also important to fully understand why email is so impactful. The best way to see the reason for such success is by looking at how email marketing aligns with the buyer’s journey.
Email Marketing Aligns With the Buyer’s Journey
This is when your target audience is seeking out research to identify the exact problem they’re facing. They can find your content and subscribe to your newsletter.
From an email marketing perspective, this is where you can deliver relevant, educational content regularly to move them to consideration.
Now, your audience understands their problem and needs to look for solutions. Email marketers can send content that helps the recipient educate themselves on what their options are.
This creates trust because the content is not sales-focused; it’s human-focused. It demonstrates to the audience that they deserve all the information they need to make the right buying decision.
Through targeted lead nurturing, email marketers fully demonstrate their authority and credibility. Now, it’s time to entice leads to decide on your product or service.
At this point, marketers should be staying consistent in sharing relevant content that aligns with their services. The CTAs should be tailored to incentives that encourage recipients to buy.