ROI: Using Email Marketing as Part of Your Multi/Omni-channel Campaigns

emailmarketing_ROI

You have a wealth of tools to choose from when developing an online marketing strategy, and there’s no doubt that certain tactics are more effective than others depending on the channel. However, there aren’t many content marketing formats that are successful across multiple channels and numerous campaigns. Email marketing is the exception to that principle, as it’s one of the best tools you can count on for purposes of ROI. Here’s why email is so useful and some tips on what you can do to harness that power.

Transforming your data into customer intelligence

Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.

Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.

Email intelligence tactics can help you take your marketing to the next level. For example:

• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)

• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)

• Profile the characteristics of your most profitable customers (buys frequently, high-volume)

• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)

Discover why email is at the core of a multi-channel marketing strategy.

Forbes.com confirms what we at Net Atlantic already know, email is, was, and will continue to be the core driver of customer engagement. Simms Jenkins, CEO of BrightWave Marketing and author of The New Inbox: Why Email Marketing Is the Digital Marketing Hub in a Social and Mobile World acknowledges that social media is a valuable tool, but it’s not the most effective way to drive sales. “If you have just one bullet left in your gun to sell something, then email should always be that bullet.”

Today’s consumers, in both the B2B and B2C markets, are entrenched in a multifaceted online universe. Information is coming to them from many sources-websites, social, mobile, texts and tweets, press releases, blogs and online ads. The trick is to drive your customers to your content. The information is static until you give them a reason and a mechanism to explore your piece of the universe. What’s the trick? Why, it’s email, of course! Email plays a key role in driving traffic to all other channels.

Start Planning Your Holiday Email Strategy Now!

Waiting until the last minute to put your holiday email strategy in place is like waiting until Christmas Eve to start your holiday shopping. You could probably get it done, but would it really be worth the stress and the missed opportunities?

If you’re a retailer or B2C that does a lot of business around the holiday season, now is the time to start planning (if you haven’t already). Read on to find out what you can do to ensure you’re set up for success as the holidays approach!

Why you should incorporate storytelling into your email campaigns

Traditionally, marketing has been about making noise, in one way or another, to stand out, get attention, and drive sales.  And today’s marketplace is arguably the noisiest it’s ever been. People have information, messages and ads coming at them from everywhere – even at the gas pump and in line at the grocery store – every waking hour of the day. As a result, standing out amidst the clamor is becoming more and more challenging.

So what can we do?

How to Structure Your Content Marketing Program with the Five Ws

If you took a journalism class in high school or college, you might remember the basic information gathering questions you needed to ask in order to write an article: The “Five Ws”.

In this post, we’ll explore how you can use those same questions as a starting point for structuring your content marketing program. Read on to find out how!