If you’re looking to reach a custom-crafted audience with a direct, nuanced and personalized message, email marketing is still one of the best ways to go. Even with the rise of social media and other digital platforms, there are still hundreds of millions of email users in the United States alone. Email is and will continue to be a fundamental pillar of the internet and a primary form of communication used by most people.
If your business or organization is looking to get into email marketing, or grow your footprint, it’s important to run the right type of email marketing campaign. Even if the right answer is to run multiple types of campaigns, and it often is, it’s all the more important to understand the basics of the primary types. Whether you use email as a content marketing tool or purely to generate sales, take a moment to read this quick guide.
Companies use these email marketing campaigns to reach their audience
Email can be used for many different marketing purposes, from simply confirming an account registration to announcing a new product to letting people know about a sale. Here are three of the most common forms that email marketing campaigns can take to accomplish your goals:
- Email newsletters — Newsletters are a great and diverse way to connect with your audience and increase engagement. You can share links to blogs, video interviews, and employee and customer spotlights. Your newsletter can be primarily focused on content designed to be shareable, or it can integrate news about products and services that you want your customers to know about. The right answer depends on the nature of your organization and what you want your brand to reflect.
- Dedicated promotional emails — Many retail and food service businesses revolve around their regular promotional emails. These emails can contain new product announcements, coupons, sales ads, weekly specials and any other number of promotions. If you’re considering going this route, be sure that it reflects your business goals, contains a compelling offer, has a clear call to action and the promotion is not harmful to your bottom line.
- Lead nurturing emails — If your company functions on lead generation and a lengthy sales process, you’ve likely identified several areas where leads are most likely to fall out of your marketing funnel. For these situations, a carefully crafted email marketing campaign can help overcome these barriers to conversion and keep your leads engaged. In some cases, it can be as simple as a reminder that a prospective customer has just a few more steps to complete.
Burg & Co. can help you reach your audience at every step
Want to ramp up your email marketing efforts but need guidance on the right approaches and campaigns for your business? The digital storytellers at Burg & Co. know how to build and reach audiences to help you achieve your marketing goals on a cost-effective basis. Contact us today to learn more and find out how to schedule a free consultation.
