Email marketing strategy is a strategy that not many people use this day because in most cases it will go straight into Spam category and the recipient won’t spare their time to read it. But, that doesn’t mean email marketing is dead. What an internet marketer must do is changing their paradigm by sending well directed email to already interested people. They need to stop the habit of sending email randomly and hoping that some of the recipient will open it.
This new strategy of email marketing called behavioral email, where the marketer sends email based on the accurate data they have in hand.
How to do that? Here are some of the things that people can do about it:
- Set up the tool where the marketer will be able to get the email of the person that visited their website. It can be done in numerous ways, for example collecting the email address early in the checkout process before people make some shopping. Most people abandoned their shopping carts and didn’t continue with the payment process. But, since the marketer has collected the email address, they can send promotion email to the people who abandoned their shopping carts or sending a thank you email for those who continue with the payment process. A simple way of showing some gratitude and attention like this can go a long way
- When people already make their purchase, they usually will get email receipts. The marketer can use this email receipts to get closer to their customer by including special offer on the email or simply ask them to join in the social media. This is part of email marketing that will work in the long run without making the recipient feel intimidated or pushed around
- If someone subscribe to the website, the marketer must send a welcome email that makes the subscriber feel very much welcome in this place. Establishing a relationship from the very beginning proved to be very helpful in the long run.
Remember that email marketing is not dead. What people need to do is to tweak the strategy to meet their need. There is no need to spam around, since it will only make people lose their money and time without bringing satisfying result. Start to collect accurate data and use it to work on behavioral email marketing strategy that have bigger chance to success rather than the old traditional bulk email strategy.
Furthermore, how to combine email marketing and social media campaign without having to work separately? Please read the next article.