Email Marketing: Steps To Building An Effective Campaign

Brooke Bayer writes in Business 2 Community, “Developing an email marketing plan is a great tool to not only nurture your customers through the customer journey and to stay top of mind, but also a great tool for maximizing sales and customer loyalty. This tactic is used to build on that existing relationship and providing valuable information. Email marketing also allows you to target a specific audience, which is known as segmentation, based on your customer personas. The audience segments allow you to send the right content, at the right time, to the right people.

Why You Should Use Email Marketing (HubSpot, 2018):

  • Build Relationships – email marketing is a great way to build connections while delivering personalized content
  • Brand Awareness – When people receive an email from you, you will be top of mind and will be the first call they make when they are ready to move forward
  • Content promotion – people spend hours in their emails on a daily basis, which makes this a great outlet to share your most recent blogs, webinars, podcasts, etc.
  • Lead Generation – offering valuable content on your website will entice prospects to provide their information in exchange for the value add
  • Product Marketing – email marketing is a great way (and easy way) to promote your products and services right to your prospects
  • Lead nurturing – emails allow you the opportunity to nurture your contacts through the customer journey as you provide them with the right content, at the right time

However, a solid email marketing plan is not just segmenting lists and sending out a monthly newsletter – there is more to it than just that…”

5 Compelling Reasons Small Businesses Benefit from Sending Email Newsletters

Susan Friesen writes in “Business 2 Business“, “‘I don’t want to annoy people,’

That’s one of many excuses I hear from clients when I ask them about sending out consistent email newsletters to their followers.

Are you guilty of thinking this way too? Well stop it!

When someone comes to your website and enters their name and email address to sign up for your newsletter, they are literally putting their hand up and saying, ‘yes, I want to hear more from you!’…”

5 Compelling Reasons Small Businesses Benefit from Sending Email Newsletters

Bolstering Your Ecommerce with Email Marketing

Salesforce writes, “Want to boost your e-commerce sales, but don’t know where to put your marketing budget for your next campaign? Consider this: 64% of companies consider email marketing the most effective marketing channel. Even with numerous new marketing channels — such as social media, direct messaging, mobile app marketing, and so on — email marketing still provides a remarkably effective solution. Additionally, the relative low cost of implementation associated with email marketing makes for an astoundingly high return on investment; the average return for email marketing is $38 for every dollar invested, or an ROI of 3800%.

Historically, email marketing has been very effective. If current trends are any indication, it will likely become even more effective as technology continues to improve. Email open rates, engagement, sales, number of emails sent, and traffic generated from emailing are all on the increase…”

Ecommerce Email Marketing Best Practices

Read On…

Email Marketing Statistics – Still An Effective Marketing Strategy

Jomer Gregorio writes in an article for “Business 2 Community, “The digital marketing landscape has significantly evolved for the past recent years, with new and more advanced platforms, tools, and strategies being introduced for different marketing objectives and agendas year by year. However, these rapid advancements don’t leave out the more than a decade-old strategy which many digital marketing experts believe is still very effective today – email marketing.

Despite the rise of social media platforms and chat messaging solutions tailored for business such as LinkedIn and WhatsApp for Business, many marketing professionals still regard email as one of the most powerful communication channels out there….”


Read more at https://www.business2community.com/infographics/email-marketing-statistics-that-prove-its-still-an-effective-marketing-strategy-infographic-02151284

Experience The Enterprise IT Newsletter

I produce two Enterprise IT Newsletters. The first, “IT News and Events“, has a wide ranging collection of articles – about 100 each week – that are placed into 40+ sections. The articles are curated from 155+ sources.

You can register, for free, and have the same experience as all the tens of thousands of other subscribers:

  • start of week email with just the sections enabled in your profile that have articles
  • end of week email with list of most clicked on articles, sorted by popularity
  • website where you can update your profile, view the current issue, see what’s most popular

The website for that newsletter is https://it.it-news-and-events.info

Here’s how the start of week email looks for my subscribers:

it-news-and-events-sample-email

Here’s how the website looks for my subscribers:

it-news-and-events-sample-screen

The registration link is at the top of the page. It requires an opt-in.

sign-upThe publishing system keeps track of which articles are clicked on the most and I produce a second newsletter, “IT News“, created from the 20 to 24 most popular articles. That newsletter is the basis of my “Enterprise IT Newsletter as A Service.”

You can register, for free, and experience that newsletter like the customers of the sales teams who use my managed newsletter service:

  • start of week email with just the sections enabled in your profile
  • website where you can update your profile, view the current issue, see what’s most popular

Here’s how the start of week email looks for my subscribers:

itnews-sample-email

The website for that newsletter is https://itnews.it-news-and-events.info

The registration link is at the top of the page. It requires an opt-in.

itnews-sample-screen

The “Enterprise IT Newsletter As A Service” offering includes:

  • an account with which you can add/delete/modify/import/export your own subscribers
  • automatic, weekly delivery of a custom newsletter to each of your subscribers
  • your picture, logo and contact information will be included at the top of each email and in the website
  • a unique, private URL for a registration form that your can give to potential subscribers. People who subscribe with that link become your your subscribers and will receive the weekly email with the custom newsletter from your address

Managed Vendor News Sections

A vendor can engage with IT News and Events to have their own News section in the newsletters we produce. Together, we can choose which subscribers will have the Vendor’s News section enabled by default. Remember that subscribers have control over which section are included in their newsletter, so I generally enable new sections so that people can see the new content then choose to disable unwanted sections.

When we produce a news section for a Vendor, we also produce a custom newsletter for that vendor with their news section at the top. Here’s a Cisco newsletter with the Cisco News section plus the ~24 most popular articles from the previous week:

https://cisco.it-news-and-events.info

Here’s a Red Hat newsletter with the Red Hat News section first followed by ~30 sections with ~80 articles from the weekly Enterprise IT Newsletter https://it.it-news-and-events.info

https://redhat.it-news-and-events.info

Note there are no other vendor sections, so it is a suitable newsletter for employees of that vendor to use as “their” newsletter.

A vendor can submit URLs with content they would like included in their news section or they can leverage our Managed Vendor News Section Service.

Managed Vendor News Section Service

When a Vendor signs up for this service, we decide on suitable sources for articles for the Vendor’s News section. Typically, that will include the Vendor’s press releases and blog postings (i.e. existing, published information). Every week try to select articles for the Vendor’s news section using those sources. No interactions are required with the Vendor – their News just shows up in their News section.

We can produce a custom Enterprise IT Newsletter service for a technology resellers and include just Vendor News sections of the Vendors with whom they have a relationship plus their choice of our news sections.

7 Email Marketing Trends for 2019

Rohit Prasanna Munipally writes in Business 2 Community, “If you’re a marketer today, you know that everything digital is in a constant state of flux – always updating and changing. As we gather more data, technology, and insights into how different nuances impact our strategies concerning everything from the tools we use to conduct business to the ways we communicate information to our target audiences, our plan evolves.

One such communications platform that has been growing in popularity over the decades is email. Approximately 2.8 billion people worldwide use email as a digital communications tool…

Email marketing typically has an ROI potential of 4400 percent, with each dollar invested bringing in an average return of $44.”