Why email should be part of your marketing strategy

email marketing softwareEmail marketing should be part of your marketing strategy for 2 main reasons:

  1. Targeted
  2. Cost effective

We all know that email is a cost effective marketing channel, however sending out blanket emails to large volumes of contacts is no longer a sensible marketing tactic.

Technology has given us the ability to be more intelligent with our email campaigns by looking at our customer profile and offering relevant, targeted messages.

This can still be done in large volumes, and automated; it just requires some initial consideration on whom you want to talk to and what you want to say.

If you continue to bombard your contacts with generic, impersonal emails they will switch off, or worse, unsubscribe.

This means that you have lost a possible customer (and revenue!) and potentially had a detrimental effect on your brand.

However, target your customer well, they may not engage immediately, but they will be aware of your brand/offer and they will consider staying on your list as you are offering relevant information.

Done correctly this means that your email campaign is potentially:

  • More cost effective
  • More responsive

arpReach can micro-segment your contacts for maximum response and ROI, making your email campaigns target the individual. This gives you the ability to send your contacts what they want, when they want it.

Tag your contacts interests, wants, and desires and send them timely (even instant) content that is perfectly matched to their expectations

So if you haven’t looked at segmenting your database, how do you get started?

There are layers of targeting and this can start off by the simplest of categorisation:

  • Gender
  • Geographical
  • Job Role/Industry
  • Interests
  • Purchase history

More sophisticated targeting could be a contact with a combination of the above criteria AND hit a certain product/page on your website.

Everything in arpReach centres around the contact and their list memberships. Each contact can be in one or more lists without any duplication of contact data. Contact categories, custom fields (as many as you like), advanced segmentation and action (or inaction) tracking make it a breeze to run laser-focused campaigns.

The possibilities to target your customer are endless and you will need to understand your prospect and customer profile first before attempting to react to it.

Each business will have a different idea of engagement and purchase behavior of their contact list, however an example of an automated email marketing campaign could look like this:

  1. Contact is encouraged to sign up to your newsletter online.
  2. Contact receives automated ‘Thank you for signing up’ email.
  3. Contact clicks through to your site and purchases a packet of seeds
  4. A further email campaign is sent a few days later that links to your latest blog article about gardening.
  5. Contact clicks through on gardening email.
  6. An email campaign is sent containing your garden offers aimed to upsell further product.

This is just one example of a possible engagement process, which is not only targeted and relevant to the contact, but also promotes further immediate sales.

The potential to make the most of your contact database are endless and arpReach offers a flexible, automated, cost effective solution to take your email marketing to the next level.

For more information click here.

 

 

 

 

 

 

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