Email marketing has been one of the leading communication channels that successful businesses use. With the latest technology, email marketing has evolved into a personalised platform to attract and connect with prospects.

Now don’t get me wrong, sitting in front of a prospective client discussing their issues and your solutions is always an effective way of doing business. However, it might not be possible to get an appointment or meeting and you can’t be there 24/7.

Whether they have recognised their need, researched the right solution, right up to the decision process to look for a supplier, you want to be on your prospective client’s radar at each stage of their buying process. You also want to be close to your customers throughout the lifetime of your product or service delivery.

So how can you achieve this?

Well, there is the good old telephone and the process of trying to get a face to face meeting. You can even use “snail mail” to send a letter that delivers the virtues of your product/ service. But you will have to get past the gatekeepers for this to work.

This is where personalised email marketing comes into play. It creates ‘touch points’ that allow you to connect using a “human to human” message that delivers value. Sending messages that show you identify the issues they face and the way to overcome them will be of interest.

Messages that deliver value

You’ve got a great range of products and innovative solutions. So how are you going to ensure continued business growth?

Email marketing allows you to communicate:

  • You understand their issues
  • Possible solutions to their problems
  • Efficiencies they could make
  • What you could do for them
  • Why they should consider buying from you?

Touchpoints that keep you visible

While managers are busy researching their equipment needs or looking for how they will find a perfect solution? What are you doing to get noticed?

Management gurus say people need to be “touched” 7-15 times at least before they commit to a supplier. So what can you do to connect and start the engagement process?

There are many ways to create touch points:

  • appearing high up on Google search
  • being in the news
  • posting articles on Linked In and Twitter
  • Mail shots

Email marketing can help to ensure your customers and prospects hear your news and how you’ve helped similar companies. Sending articles on best practice, you can commit to a Value-Driven email campaign.

By “scratching an itch”, solving a problem or opening their eyes to new ideas you can build your credibility and expertise with your customers. Regular communications as part of a campaign will keep you top of mind so that when your prospects move from “research mode” to “buying mode” you’ll be high on their list.

Some Golden Rules!

  1. Never send out SPAM to upset your prospects but give them valuable and helpful information which addresses the issues your customers face. (Spam is when you send an email that is just a cynical sales message. It say’s I don’t know you, don’t understand your issues, don’t care about you, and just want to sell to you.)
  2. Never send to email addresses with sales@ info@, team@ etc. Those emails have a purpose “to get their customers and prospects to contact them. So sending to those type of email addresses will have one result every time… they delete your email or designate your email as spam.
  3. Consistency is the key to awareness and building a relationship. It’s no use sending an email then nothing for months. If your email got on their radar, you have definitely fallen off it again. The key is to have a campaign of multiple emails, each moving the recipient down a pathway to your end goal.

A simple email campaign

Here are the steps to create an email campaign:

  • Identify the product/service you want to promote
  • identify the target market
  • Research the companies
  • Identify the decision makers name and email address
  • Identify the issues they face
  • Determine the exact solution you have
  • Create a list of reasons to make contact
  • Create an email subject line for each email communication
  • Decide what you want them to do in each email
  • Write the content for each subject line
  • Write the call to action for each email
  • Upload everything to an autoresponder system
  • Press the button and start the campaign.

Communicating with your emails

The language you use and the tone of voice should be friendly and non-technical, so it’s plain English and quickly understood. Images are great, but won’t always appear in the recipient’s email so it’s better to get creative with headlines and bullet points.

Always have a focused goal of what you are trying to achieve. Use the email to drive traffic to articles and news on your website or to a dedicated page on your site that will capture their data. Send interesting facts, help and advice, showcasing how to solve a common industry problem.

This helps to show you as market leaders with solutions to their problems.  Showing success in delivering new solutions to satisfied clients.

I hope that this has given you a good overview of why and how you should integrate email into your marketing processes.

The next post I’ll be looking at Step 3 – Social media – why it matters and how you can harness it to get closer to your customers and prospects.