Despite the rise of social media and other new marketing channels, email remains a powerful tool for managed services marketing. The fact that emails can be read and responded to at the receiver’s convenience and familiarity means that email continues to be one of the most popular forms of electronic communication today. There are some simple steps you can follow to ensure you make the most of this marketing channel.
Make Your Emails Valuable
The single most important way to maximize the effectiveness of your marketing emails is to make them valuable to your audience. Segmentation, appropriate mailing frequency, quality content, relevant calls to action, special offers, fluent and efficient writing, fun or useful information — these are just some of the ways you can make your marketing emails more valuable to your recipients. We’ll touch on some of these further on, but the key principle here is value. If the people who receive your marketing emails perceive them as valuable, you’ll get a much greater ROI in this marketing channel.
Don’t Waste People’s Time
You’ve probably experienced having headaches caused by receiving too many emails. When many of these emails aren’t even of any use to you, the frustration levels can rise. Focus on ensuring the length of your emails, the efficiency of the message, and the frequency with which you send out managed services marketing emails are designed to minimize or eliminate time wasting for your audience.
Use Transactional Triggers
By designing your presence on the web, social media, and other electronic platforms to trigger relevant marketing emails, you can inject a big boost in your conversion rates. For example, if a visitor to your website request more information about a particular product and this triggers a high-quality related marketing email, you’re far more likely to build a sense of value and convert that email into business than if you simply send mass mailings to an email list.
Give Your Readers Options
Nothing frustrates people more than a pile of useless email. Likewise, your customers and prospects are likely to appreciate having the chance to opt into specific types of email that they deem of relevance to them. Don’t use the one-size-fits-all approach to your marketing emails. Analyze your audience, segment it, and design your email channels to suit.
Don’t Overdo the Emails
Generating too many emails serves only to tire out your writers and upset your audience. A few, high-quality emails sent at the right times will be much more powerful than a torrent of unwanted and irrelevant ‘junk’. Respect your audience’s time and needs. You can always offer people the option to choose more.
Keep Your Thinking Cap On
Smart email strategy is a cornerstone of managed services marketing. All it really takes is to keep your thinking cap on. Consider your audience, and they’ll consider you.