Many tech pundits talk about the death of email marketing. They believe that other tools, like social media, are taking over. But we’ve found that’s just not true. Email marketing is alive and well — but only if you do it right. Don’t become a victim to the “unsubscribe” or “delete” buttons. Here’s your guide for better email marketing — how to do it right so that your customers engage with you, read what you’re sending them, and never unsubscribe.
When I talk to business leaders about whether their digital marketing strategy is performing, I sometimes get the same emotional response:
Anger because they have spent money on digital marketing but they don’t understand what they got for their money.
Disappointment because they have to confront the reality that they don’t know what their digital marketing goals should have been.
Frustration because they don’t know what to do next.
When email marketing campaigns provide the right kind of content at the right time for the right lead they are extremely effective. In fact, email marketing has a fantastic ROI (over 4300%) – for every $1 spent the return is $44, according to the Direct Marketing Association.
The first step in developing effective email marketing campaigns is to segment your email lists based on where they are in the buying cycle, their interests, product or service preferences and/or demographics.
In 4 Ways to Segment Your Email List to Get the Right Message to the Right Audience, Azure Collier of Constant Contact suggests 4 ways to segment your lists…