In today’s always-on and increasingly mobile business landscape, brands must constantly find ways to stand out from the competition and ensure their message is seen and heard. Email marketing is a great way to stay top of mind with your customers and keep them updated on what’s going on with your business.
What is Email Marketing?
Email marketing is a form of direct marketing that uses email to achieve any of the following objectives:
- Enhance a business’ relationship with current or previous customers
- Encourage customer loyalty
- Acquire new customers
- Foster leads
- Generate sales
Why is Email Marketing Important?
Email marketing keeps you in touch with your customers and builds relationships with them over time. By regularly sending email communications, you can keep your visibility among your customer base and increase the chance they will think of your brand the next time they require your products or services.
In addition, email marketing can be a great way to drive traffic to your website or online store and generate leads for your sales team. By including links to your website or product pages in email communications, you can increase the likelihood that recipients will click through and take action.
What are the Different Forms of Email Marketing?
Email marketing takes many forms. The most popular ones are:
1. Newsletters. These are regularly distributed emails designed like mini-publications, often with a mix of both promotional and informative content. Newsletters are a great way to keep your customers updated on what’s happening with your business and provide them with valuable information.
2. Lead Nurturing Emails. These are email campaigns designed to build relationships with potential customers and typically deal with more touch points than a standard email marketing campaign. Lead nurturing emails provide helpful information and resources over an extended period to slowly move the recipient towards becoming a paying customer.
3. Welcome Emails. As the name suggests, these are emails sent to new subscribers when they first sign up for your email list. Welcome emails set the tone for future email communications and can often include a discount or other incentive to encourage the recipient to become a paying customer.
4. Standalone Emails. Standalone emails are one-off email messages that are not part of an email marketing campaign but are instead designed to promote a specific product or service. These can be triggered by events such as a purchase. It could also be sent on special occasions such as holidays.
5. Re-Engagement Emails. Re-engagement emails are sent to customers who have been inactive for some time to get them interested in your brand again. These email campaigns often include special discounts or other incentives to encourage the recipient to become active again.
How Can an Email Marketing Agency Help My Business?
An email marketing agency can help you develop and execute email marketing campaigns formed around your specific business goals. Whether you’re looking to increase brand awareness, drive traffic to your website, or generate leads for your sales team, an email marketing agency can help you develop a campaign that will get results.
Email marketing agencies have the experience and expertise to develop effective and reliable strategies. They also have the resources and technology to track the results of your campaigns and tailor them to your target audience’s needs. By doing so, they can help you maximize the return on your investment.
What are Some Things to Consider When Hiring an Email Marketing Agency?
The Kinds of Services They Offer
Do they simply send out mass emails, or do they also provide other services such as designing custom email templates and managing your contact list?
How Much Experience They Have
An experienced agency will likely be able to offer more comprehensive services and may have a better understanding of the latest industry trends.
Some agencies charge by the number of emails sent, while others charge a monthly fee. Be sure to get quotes from multiple agencies so that you can compare pricing and services offered.
Consider Their Process
You’ll want to ask about the agency's process for designing and sending emails, as well as what kind of reporting they can provide.