Is your company maximizing the power of email marketing—or are you still undervaluing today’s most powerful medium? Many companies are missing opportunities of what’s been called “the undisputed king of B2B marketing.” Meanwhile other companies are making incredible marketing gains thanks to their well-designed, multifaceted email programs, which typically include a wide variety of email types.
With these kinds of benefits, companies are leveraging email to achieve many goals that cover the entire range of the buyer’s journey, such as:
Achieving these business goals and others requires a common email objective: Earning and retaining buyers’ attention. This means crafting emails that speak directly to prospects’ pain points, needs and ideal solutions.
Welcome emails are typically the first email a lead receives from a company, usually after they subscribe to a blog or newsletter, or sign up for a free online course or lessons. Rather than just sending a bland cookie-cutter “welcome to our blog” email—or, worse, not sending a welcome email—why not use the opportunity to deliver a more powerful message?
First impressions count, and welcome emails are the perfect opportunity to make a good one. Plus, prospects’ response to your welcome email can add vital data to their behavioral profiles, which you can use to conduct behavior-based email marketing.
Here are ideas for making the most of your welcome emails.
Not only should you welcome new leads to your company, but you should also remember to say “thank you” at every opportunity. Thank you emails demonstrate common courtesy and appreciation for your leads and prospects. A natural reason to send a thank you email is when people download your content, such as whitepapers, success stories and eBooks. This also can have the added benefit of giving you insight into behavior-based email marketing, by building more actions into your prospect profiles.
Here are ideas to make the most of your thank you emails.
Newsletters are ideal vehicles for achieving several marketing goals, including staying in touch with prospects, sharing company news, building greater brand awareness and building a relationship with people interested in what you’re selling. Their clicks on your newsletter add important insight into their behavioral profile.
For example, SaaS company SmugMug is a platform for gorgeous and secure online photo sharing. Email newsletters are a core part of its communication strategy:
Here are ideas for making the most of your newsletter emails.
Promotional emails are typically the driving force of companies’ road to new revenue because they make direct product and service offers to prospects, enticing them to make a purchase. Use promotional emails every time you have a specific offer to deliver to your leads, prospects and customers. Promotional emails don’t require a lot of explanation; you just need to state the deal and tell prospects how to redeem the offer. A great example is the email below from manufacturer Coats.
Here are ideas for making the most of your promotional emails.
A growing number of companies are achieving their marketing objectives through an educational approach (or inbound marketing), including online courses, lessons and tips. The purpose of educational emails is to provide your leads and prospects with valuable industry knowledge connected to your business or product. This method of outreach helps attract leads and build stronger relationships and trust. For example, job search site Monster.com sends people useful information about life in the workplace.
Here are ideas for making the most of your educational emails.
Done right, testimonial emails can be among the most powerful emails in your repertoire because they reinforce how valuable your business or product is through customer feedback.
A great example is from the Royal Children’s Hospital Foundation. In one example, the healthcare entity used testimonial emails to tell stories about how fundraising impacted its research, patient care, new equipment and the lives of individuals. This is a great way to inspire support and giving back. When you gather your next customer testimonial, consider formatting them into an email to share with your list.
Here are ideas for making the most of your testimonial emails.
Surveys are becoming a bigger part of many companies’ overall marketing programs. That’s not surprising because they can deliver incredible insight. For one thing, companies gain the opportunity to collect helpful information they can use to improve their customer experience, products and marketing.
Here are ideas for making the most of your survey emails.
According to multiple studies, email is today’s most powerful form of marketing for the entire range of the buyer’s journey—from lead generation, to prospect nurturing, to sales and retaining customers. If you haven’t already, it’s time to consider expanding your email repertoire with a wider variety of email types, so you can maximize your marketing program and begin reaping the many rewards.