How Does Email Marketing Work?

by | 14 Aug 2018 | Email Marketing

The goal of email marketing is to build a list of qualified leads who eventually purchase your products and services. However, working them into a lead takes time. You must, therefore,  nurture the relationship with simple offers that give your readers insights into your products and services.

Define Your Campaign

To be successful at email marketing, know what you want to eventually offer and know the way you want to offer it. Different campaign types determine distinctive types of communication strategies. Some resources describe three categories of online marketing campaigns separated by the intent of the strategy. These categories are acquisition, monetization, and engagement.

  • Acquisition: Acquire new prospects and customers.
  • Monetization: Generate revenue from existing leads and customers.
  • Engagement: Create communities of brand advocates and promoters.

Each campaign type falls within the category of one of these groups. For most strategists, it is easier to dive deeper into the intent of the campaign with these definitions, such as:

  • Industry-wide Product Launch
  • Local Product Launch
  • On-Boarding
  • Lead Generating
  • Event
  • Pre-Sale
  • Post-Sale or Re targeting

Knowing what you want to accomplish with your email marketing efforts defines your approach when communicating your messages with your audience base.

 email marketing

Nurture your Audience with Quality

Your email marketing list provides a group of individuals already interested in what you have to offer. As a result, what they want now is quality messages. For that reason, demonstrate that you are worth their attention.  When you give of your time, know-how, and some well-thought-out freebies, they soon lose their skepticism. They lose their fear of a bad purchase or a bad relationship.  Prove, above all,  that you are worth it.

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