Content marketing and
social marketing are great means to nurture potential customers through sales
channels but they also have limitations. There is no guarantee that potential
customers will discover content published on these channels. Having one way to
increase the likelihood of creating content for potential customers to use is
email marketing. By adding modern email marketing strategies to your existing
leads, you can deliver relevant content and personal contact information
directly to the channels that guide them following in a positive way.
Target using account-based marketing methods
Modern email marketing
uses targeted and personalized communications to win over rather than chasing
recipients. Current email marketing best practices are less like social media
marketing and account-based marketing. To engage, emails need to meet the
specific needs of each potential customer.
To meet specific needs
instead of sending it to a wide network with an email, potential customers must
be divided into relevant groups. A good starting point is customer segmentation
based on each stage of the buying journey. This is very simple if you have a
list of contacts that have downloaded content. Provides email contacts designed
to help them gather the information they need to move down the channel or make
decisions.
Optimize email for mobile devices
If email skips mobile
optimization, you'll probably lose a large audience. People are more likely to
look at email on mobile devices: 68% of emails are opened on mobile devices,
compared to just 32% on desktop computers. A good email template is a natural
place to start with mobile optimization, but the way content is structured is
also important:
●
Use short and concise
paragraphs that are broken down for easy reading on mobile phones.
●
Always lead the most
important information. If you will get them, you have to get them right away.
●
Include your call to
action near the beginning of the letter.
● Make
sure the buttons and links are large enough to easily touch a mobile phone.
Interact with a Campaign based on Trigger
Activated email
marketing campaigns automatically send contact information based on specific
actions (or inaction). For example, campaign based on launcher can:
●
Send a welcome email.
●
Send thank you emails.
● Send
a reminder or special discount code.
However,
activation-based campaigns really shine in nurturing potential customers with
the acceptance of a marketing automation platform. With marketing automation,
you can set up an activation email chain based on the set action. In essence,
the platform guides guide you through the chain-based nurturing process you
designed to reduce effort first, use the data to distribute related emails, and
break down contacts into a list with automatic way.
Personalize Communications
Private emails are more
likely to be opened and provide a higher click through rate. But
personalization is strong for more than just driving sales. This is an
effective means of building relationships. Mentioning potential customers by
their name is a good start, but there are ways to personalize one step further:
●
Use birthday
information to send contact messages on their birthdays.
●
Send a promotional
thank you on the anniversary of the day they become a subscriber or create an
account.
● Send
emails from personal accounts instead of brand accounts to make the
conversation more intimate than sales oriented.
To personalize your
email, you need more than one email address, but asking too much information up
front can prevent potential customers from signing up or completing the form.
Instead, consider using an enabled campaign to collect additional information.
If you send a welcome email, use it to collect information about why users sign
up.
Customize dynamic content
Deploy personalization
to the next level with dynamic content. It is also known as "smart"
content currently. Dynamic email
displays different content for each recipient based on collected data. There
are many uses for dynamic content:
●
Specific parts of the
email template may use dynamic code to display relevant ads using sales or
brand interaction data.
●
Dynamic content may
contain specific parts of an email based on when it was opened, allowing the
use of a countdown timer, or inserting an existing blog or social network post.
● Emails
viewed on mobile devices can be personalized by location, and app download
links can point to the appropriate store using operating system data.
The first step in
building up dynamic email is to determine what information is important. If the
list has been segmented by location in the buyer's journey, that data can be
used to automatically insert content into templates that serve the recipient's
current needs. Using age and gender data can also be useful to connect real
contacts with buyers to guide dynamic content decision making.