Unlike what some have suggested in this age of social networking, email marketing is far from dead! You can use email marketing for gaining new customers and for selling more to existing customers. Email marketing tends to work best as a tool to improve contact conversion, customer retention and growth. This is because your emails to warm contacts who already know you work best. Email doesn’t work as well when it’s with colder, or less interested contacts. That said, there are a range of options to use email for customer acquisition and it’s worth considering them.
Also, research studies show that many companies aren’t taking advantage of automated, triggered emails for acquisition. These are a form of behavioral retargeting where a prospect has registered but hasn’t bought. Events such as registering for a whitepaper or webinar in B2B, signing up for a newsletter or partial completion of checkout are all great reasons to send a follow-up email to a prospect.
There are multiple email marketing platforms available that are cost-effective and quite powerful. Are you communication with customers and/or prospects with targeted e-mail communications? If not, it is worth consideration and can be an effective tool in your total digital marketing arsenal.
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