A digital marketing strategy can never be complete without email marketing, and there is no other means of getting ahead of your competitors than to do a more targeted email marketing campaign than theirs. Adequate client profiling is no longer enough to improve up-sell and conversion rates. Marketers need to be far more thorough with their work; indeed, today’s marketers should aim to reach the revered “single customer view” of targeted marketing. Though this has been held as a dream and a Holy Grail by businesses for such a long time, recent technological advancements have proven that this can become a reality. Marketers today rely mostly on CRM software to improve their email marketing. However, targeted email marketing needs far more than just regular CRM tools. It requires constant updating and consolidation of client and business sales lead data, as well as constant human intervention. Even opt-out percentages must be included in the analysis to fully understand and improve the effectiveness of an email marketing campaign.
An effective email marketing campaign also needs your newsletters to be visible to your business leads, or else they would belong to the hundreds of other unread emails that litter their inbox, just like in your own. Getting your emails and newsletters to be read by your target leads requires four important factors:
1. It must have permission.
Before you send out emails, newsletters, or any other form of communication to your business list, it is important to have initially received their permission to do so. Unsolicited communication is one of the most common indications of spam activity, and your business leads will not hesitate to mark your emails as spam if they do not recognize the source or sender of the email.
2. It must have content relevant to your target leads.
The most important requirement of any communication with your target business leads is having content relevant to their needs and interests. Thanks to the large amount of personal information readily available on the internet, understanding which content is relevant to each of your target leads has become a bit easier. Integrating the information about your b2b leads from your CRM and the internet will help you get a better handle on how your clients think, respond, and decide.
3. It must have the right type of content.
To get past strict ISP filters and avoid sending email communication that get labeled as spam, the content of your emails and newsletters need to have enough text for the ISP to read, and still leave enough room for your actual readers to browse pictures. An excess of anything can easily be a disadvantage: too much text and your communication becomes too boring, and too much media (images and videos) can cause ISPs to label it a scam.
4. It must be sent at the right time.
Even if you were able to identify a highly-qualified client, they will not be able to make a purchase from you if they can’t see your offer. To keep your emails and newsletters from being drowned by emails from the competition, send these at the hours when your client and target leads are most likely to check their email. Of course, being able to do so requires highly targeted marketing or the single customer view.