While it may seem as though email has been around forever, it’s actually only been in existence since 1971. However, even as email approaches its 50-year anniversary, with an estimated ROI of $51 for every $1 spent (that’s up from $39 the year prior!), email marketing is the most cost-effective method to be utilized in your marketing tool kit.
As of 2019, there are approximately 3 billion email users, with that trend expected to grow in 2020 and each year thereafter. Sure, while there are individuals who possess multiple accounts (business, personal, and beyond), these statistics don’t detract from the fact that email is still among the top three most influential sources of information amongst B2B audiences.
So, with such an influential conduit to your ideal audience within your grasp, how should email marketing fit into your company’s bigger picture?
Bypasses “cold” communication
If you already possess baseline information, such as their name and email address, chances are high they’ve shown enough interest to allow for further touchpoints. Cold calling new prospects can come off as aggressive and might very well be a counteractive approach to enticing the lead into learning more about your products or services. Email marketing, however, serves as a softer, non-committal approach to introductory communication that allows you to reach out to both new prospects and former customers, alike.
Increase product awareness
Your content strategy and your email marketing strategy should converge to reveal a symbiotic relationship. Since you most likely already have a list of prospects interested in your company’s product offerings, you are more aware of the type of content that they hold in high esteem, as well as their progress along the buyer’s journey. With such valuable information, why not use it to your advantage and place relevant content right in their inbox.
Re-engage and re-energize
By utilizing analytics, you can decipher what website pages a prospect has visited along with the frequency of page visits in order to send targeted emails that speak to where they are on the buyer’s journey. Nurturing these prospects with strategic emails that include relevant content and call-to-actions allows you to reconnect with individuals that weren’t otherwise ready to purchase.
If email isn’t part of your marketing strategy, you’re missing out on one of the most competent ways of communicating with your target audience. Understanding how a targeted email marketing strategy fits into your overall business objectives no longer needs to be a headache or overwhelming, and can actually prove to be simple, cost-effective, and a game-changer when it comes to the growth of your business.
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