An email marketing strategy is one tool in a complete digital marketing strategy. This tool's goal includes sending emails to prospective and current customers at every stage of their buyer's journey. There are many different types of emails that you may choose to implement.
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An email marketing strategy is one tool in a complete
digital marketing strategy. This tool's goal includes
sending emails to prospective and current customers at
every stage of their buyer's journey. There are many
different types of emails that you may choose to
implement.
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Welcome Emails
The welcome email is the email you send a subscriber
within 24 hours after they opt into your list. You will
take time to tell them a little about your company and
thank them for subscribing. This is an opportunity to
delight your new contact.
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Offer Emails
Another way to delight or connect with a customer or
potential customer is with an offer email. With the right
Customer Relationship Management system, such as
HubSpot, you can automate this email to trigger when
a customer hasn't completed a purchase in a while.
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Newsletters
If you roll out new products or services on a steady
basis or are a public speaker, you may want to
consider a newsletter. Alerting your readers to the
upcoming events before they hit your website is a great
way to build customer loyalty.
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Blog Post Reminders
If you publish blog posts frequently, you will want to
make sure your readers don't miss anything you post.
You can reinforce this by reminding them once a week
or once a month to check out your latest blog and video
content.
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SOAP Sequence
The SOAP sequence is a series of email messages
used to warm up new prospects, leads, and email
subscribers. SOAP sequence emails focus on building
a relationship with your new prospect, creating trust as
well as an interest in your brand and/or product.
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The Survey Email
Are you trying to figure out how to improve a product or
service? Who better to ask than your current customer
base! Send a survey email and ask for input. You will
want to make sure you ask specific questions and keep
the overall survey short to gather the most feedback.
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The Free Gift Email
For certain industries, this is a great way to let your
customers know you care about them and that you're
paying attention. Send them an email around their
birthday.
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Lead Nurturing Email
Lead nurturing emails target those who haven't decided to purchase
from your brand yet. The main goal of a lead nurturing campaign is
to stay in touch with subscribers and inspire a purchase by
continuing to educate them about the benefits of your goods or
service.
You can provide valuable content and get the maximum ROI from
your campaign. Match the content of each email with the recipient's
place in the buyer's journey.
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Regardless of the email marketing strategy you choose, you
want to ensure you use best practices. It's always best to use
segmentation for your email lists. Segmentation enables you to
send emails with relevant content to the right people at the right
time. Emails written to a customer at the beginning of the
buyer's journey will be different than that of the later stages.
Similarly, the product or service someone is interested in may
determine how you communicate with them and the content you
send to them.
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General Email Marketing Best Practices Include:
1. Incorporating personalization into every email
2. Spending time creating subject lines that intrigue customers
to open emails
3. Customizing emails with emojis, images, video when
appropriate
4. Ensure that emails include working links, proper spelling, and
correct grammar
5. Track emails with analytics to see open rates, popular days
and times for reading, and unsubscribes
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Email marketing is an important and effective
strategy every business should include in their digital
marketing strategy. If you need help implementing an
email marketing strategy get in touch with us. Our
experts are happy to discuss a custom strategy for
your business goals.
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At SMA Marketing, we help businesses like yours
determine the marketing channels that will yield the
highest growth.
Our team of experts will guide your marketing for
increased visibility across your digital channels.
Contact us today to learn how we can help.
