Email Marketing Strategy for Businesses
In a world distracted by social media and mobile, email is sometimes forgotten as a strategic digital communications channel. It is estimated that by 2025, 376.4 billion emails will be sent each day, yes, DAY! Moreover, email marketing continues to be one of the most effective digital marketing channels for businesses.
Emails are widely used by people due to the nature of being focused on by people via their inboxes. Therefore, they are effective at driving action. While social media posts and ads tend to be viewed more passively, emails are a medium that people actively engage with – if the emails are any good.
- 58% of adults check their email first thing in the morning.
- 64% of people say they open an email because of the subject line.
- 61% of consumers like to receive weekly promotional emails.
- 95% of online consumers use email.
Email Marketing Strategy
Email is a popular digital marketing tool because it reaches almost everyone, and it is effective for multiple marketing objectives. For example, if your objective is to generate leads, you may need lead generation tools to tactically focus on on-site lead generation conversion rates and quality traffic. When marketers were asked about their objectives in using email as a part of their strategy, their top objectives were:
- 64% – Sell products and services
- 52% – Generate leads
- 51% – Drive website traffic
- 51% – Brand awareness
- 25% – Request a referral
As you can see, these objectives represent almost every stage of the marketing funnel.
Attract
- Educate them about your business/brand
- Share thought-leadership content to stay top-of-mind
- Welcome them to your community, group, etc.
Nurture
- Personalize your email content for your audience
- Build know, like + trust
- Share helpful, thought-leadership content to position your brand as an expert.
- Help them decide by providing valuable information
Convert
- Have a clear call-to-action
- Show clear benefit to readers – what’s in it for them if they complete the action?
Retain & Grow
- Build loyalty by making them feel special/exclusive
- Be useful and relevant and create content that is a good fit for existing customers
Advocate
- Encourage sharing with friends
- Encourage positive reviews
While email content and strategy can target every stage of the marketing funnel, it is usually not the best tool for truly generating new awareness. The reason is that you need email addresses to send emails to – and if you have their email, they are already aware of you.
Want to improve your skills? Check out our Email Marketing course to get your emails from spam to land!
