Email Marketing: The Importance of an Effective Strategy

Email marketing is one of the strongest marketing channels for businesses of all kinds and sizes.  That is, when it backed by an effective email marketing strategy.

Why is an effective email marketing strategy so important?

An email marketing strategy is an integral part of any solid, comprehensive business plan and marketing strategy.  When used effectively, it enables business to send targeted messages directly to both existing and potential customers and clients.

Email marketing has some significant advantages compared to most other marketing methods:

1. High reach: When you get people to join your email list (aka “subscribe to updates” or “opt in”), you can actually reach them. If they just like your Facebook page, for example, it’s quite unlikely that they’d actually see your updates. Sure, not everyone opens your emails, but the numbers are usually still in favor of email compared to other communication methods.
2. Great flexibility: Email marketing can work for pretty much any kind of business. It doesn’t matter whether you sell houses, insurance, or medical services; you can get lots of sales as long as you use the right email marketing strategy in the right place. And you can promote practically anything relating to your business—you aren’t limited to sending links to your sales pages.
3. Minimal risk: Some top marketers expect to burn through $10,000 of advertising budget before even knowing if they can make a campaign profitable. With email marketing, the costs are much, much lower. 
4. Full control: Most other marketing tactics are at the mercy of policy changes (e.g., Google and AdWords) and other decisions beyond your control.

An effective email marketing strategy transforms ideas into actions

First set your business goals and ambitions with regards to email marketing, then take these 3 steps:

1. Email marketing strategy: How you are going to achieve those goals?
2. Email marketing tactics: How you are going to achieving them in more detail?
3. Actions: How you going to deliver on your tactics?

By doing so your email marketing program is sure to have a strong bond between your strategy and the actions required.

But why an email marketing strategy?

With email marketing as a channel you are holding all the cards for potential success.

• Email marketing can have a big reach and put your message in front of a lot of people
• The marketer has great flexibility in how they handle their email program
• It is quite easy to start and you can start small
• Email marketing is scalable
• Email allows you to target and segment your messages on individual level

To learn more about email marketing or to discuss ideas for implementing a new email marketing strategy into your marketing mix, please contact CMarie Consulting.