Email Marketing – An influential strategy to yield maximum ROI
Now a days Email marketing is utilized by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method may not immediately understand why it is so popular amongst companies in a variety of industries, but here are many reasons why email marketing is seen by many as an important marketing tool.
There are a lot of misconceptions about email prospecting. It is time to stop being afraid to use email to reach new customers. Effective email prospecting involves contacting well-qualified prospects with repeat touches that establish you as a trusted source. Email prospecting is about creating a connection.
When you are working as a Sales IT professional in email marketing, all you need to know is what exactly email marketing is.
What exactly is email prospecting?
Email prospecting is the opening of a relationship with a potential new customer. Well-designed and planned prospecting emails can be sent out 1-to-many in such a way as to appear to be 1-to-1.
With email marketing, you will have the ability to control exactly who sees an email by segmenting your contacts based on their lead status, demographics, location or any other data. Targeting emails ensures that your audience receives content suited specifically to his/her needs. Email marketing makes it simple to customize your message for each customer, fostering a higher conversion rate.
When should you use prospecting email?
When your company is entering a new market, or if you have a strong offering, but limited resources. It can be one of the most effective methods for reaching out to your target audience to prime the pump for a big sales push.
Why should you use prospecting emails?
Email prospecting enables you to extend your bandwidth and puts you in front of the prospects who need you most. Email prospecting is one of the most cost-effective ways to connect with new opportunities, communicate solution value and pave the way to closed deals. But executing properly is the key.
Key areas where a sales professional need to be careful.
- Avoid Spamming
Today’s sophisticated SPAM filters manage to trash the majority of unsolicited email marketing before it ever hits an inbox. In fact, 90% of emails sent today are considered SPAM. To ensure that your lead generation efforts produce maximum exposure, you have to take steps to clear the way for your outgoing messages.
Spamming damages Company’s reputation. If you have been tagged as a SPAM sender, your ISP may block your IP address or domain from sending emails for up to 72 hours.
Before sending an email, make sure that you take proper precautions. Emailing the same message to 5 or more contacts in an organization is likely to get your email flagged as spam. Know your targets, and choose contacts carefully.
Avoid ALL CAPITALS, Promotional words like Cheap, Free and Bargain.
Do not send attachments and include your location. According to the CAN - SPAM act it requires email senders to disclose their physical address on all email correspondence.
Give recipients a clear way to opt-out – Always be sure to include an unsubscribe link in your email.
- Subject lines should be catchy.
Always keep the subject line short and catchy. Creating interest to the prospect is the major challenge for a sales person, your subject line should give a clear message to the prospect why you are here and why the prospect should care about your email. Your subject line should be under 50 Characters.
- Timing is important
Timing plays a crucial role, focusing on regional time zones is highly recommended.
If you are working for Indian region the best time will be 9 A.M to 10 A.M and afternoon 2:00 P.M.
- Targeting ideal organizations and identifying their needs
Know who your prospects are and make a thorough research on the companies that you are targeting. Demonstrate them in the email that you are familiar with their industry in the email. Be specific your reason for contacting them has to be focused on helping your prospect achieve their goals. Always put the value proposition right up front.
Touch base with the right POC who have authority to take decision in the organization.
Advantages of email marketing
- Email Marketing is targeted
With email marketing, you will have the ability to control exactly who sees an email by segmenting your contacts based on their lead status, demographics, location or any other data. Targeting emails ensures that your audience receives content suited specifically to his/her needs. Email marketing makes it simple to customize your message for each customer, fostering a higher conversion rate.
- Increases Brand Awareness
With each email sent, consumers are exposed to your business and your brand. With strategic planning, smart design and targeted content, your business will consistently build value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs products or services, your business stands a much better chance of turning those leads into clients and clients into loyal customers.
- Email Marketing is Measurable
Through email marketing we can clearly monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.
- Email Marketing is Cost Effective
Perhaps the most appealing advantage of email marketing is the return on investment. No print costs, no postage fees, no advertising rates. Email marketing is as affordable as marketing gets.
In today’s ever-changing digital world, email marketing tends to take a backseat. However, if you haven’t considered email marketing for your business already, now is the time. Email marketing is a targeted, shareable, credible, measurable, and cost-effective tool overlooked by many. With a strategic approach, proper guidance and a strong message, your business is sure to benefit from email marketing.
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