If you take a survey of business marketers you will find that there are many who are utterly convinced of the efficacy of email marketing and can provide ample statistics and metrics from their own experience which prove the innumerable benefits which a proper email marketing campaign can provide, but you will also find a minority that simply cannot understand what all the hype is about due to the fact that they have failed, sometimes miserably, in implementing a successful email campaign. Implementation is the key factor in these determinations since even the best-budgeted brands can launch email marketing campaigns which totally lay an egg while a small business marketer with a shoestring budget can craft an email campaign which is a blow out the barn doors success. These statistics may surprise you as email marketing is not as well implemented across the brand spectrum as you might think.
- Almost a quarter of all of the brand email marketers in the United States do not follow a predetermined strategy for dictating their email send frequencies
- Just under half of all American brand email marketers don’t have a background in the actual functional documented concepts which drive the procedure
- About the same percentage of marketers fail to put into place an effective methodology to assess their email marketing ROI and therefore are essentially unaware of how their campaigns are performing
Since you emphatically don’t want to be in the sizeable percentage that is implementing email in a haphazard or outright incorrect manner, your first step should be to establish a clear definition of exactly what your intangible objectives actually are. The primary reason that some email marketing campaigns fail to live up to their potential is due to the fact that the marketers who have devised their strategy are not exactly sure of what they are trying to achieve.
Do you know what your end goals really are?
That is why that you should never engage in the launch of an email marketing campaign unless you are able to clearly define precisely what the end goals are. Only once you are vividly aware of what you’re trying to achieve from your campaign will you be able to actually craft the best way to achieve your objectives. The main implementations for email marketing campaigns include:
1. Driving traffic to your online presences
2. Creating and raising awareness about your brand
3. Promoting brand events and occurrences
4. Nurturing the reputation of your entire business
5. Generating leads that turn into conversions
Don’t ignore 1-to-4 in your rush to gain conversions
The last item in that list is the one that most online brand marketers concentrate upon to perhaps a greater degree than all the other ones combined, and although that is fair enough given every business’ necessity to have their efforts score on the bottom line, you should not ignore numbers 1 through 4 as you remain laser focused on the sell-sell-sell aspect of your entire email campaign strategy. Granted, it is important to generate leads through your email marketing campaigns and strategies in order to facilitate and motivate as many leads as possible into becoming hard conversions which lead to checkouts. However, even though the direct relationship between driving traffic to your social media pages and the actual sales you derive from those new followers and fans may not be calculable in an absolute manner, today’s online sales are powerfully based on brand awareness and reputation. All of those factors add up to the trust in your brand which is a prerequisite for any customer relationship.
Email marketing is one of the most adaptable, versatile, and flexible promotional channels to be found anywhere in the online world. You certainly don’t want to be counted among the sizeable percentage of brand marketers that are failing to derive the maximum benefits from their email marketing investment. Therefore, it becomes imperative that you are able to intelligently and wisely sift through the vast number of different ways that email campaigns can be implemented in order to derive the procedure that is most effective for your business’ bottom line.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.