You can’t use email marketing the same way you did 5 years ago. If I had to bet, you simply use email as a way to blast “specials” or “promotions” to your email list. Businesses that are doing this are missing out on one of your most significant assets for marketing in today’s world.
Is Email Marketing Dead?
DO NOT listen to people that say email marketing is dead. It isn’t dead, it’s simply evolved, and you will have to evolve with it or suffer the consequences of declining open rates and even lower click-through rates.
Where is Email marketing headed?
Generally speaking, it needs to be more personalized. Personalized can usually be broken down into two parts: Segmented and Sequenced. Segmented means that not everyone on your email list wants to hear about Botox® (as crazy as that sounds). Maybe they look to your practice for great information on skincare products, or perhaps they are interested in surgical options. Sequenced means that it is more than just one email with one message.
Email Marketing Solutions
Segmented and Sequenced
Segmented emails are the first step in developing a better email marketing strategy. If you have watched or read anything I have put online about Internal Marketing, then you should be developing segmented lists for a myriad of different customer types (See Internal Marketing). These types of email lists will always have a higher open rate and can move the needle in the practice as you are using data from your customers’ behavior to inform what communication you are going to send them. To start, I highly encourage everyone to use the 30-60 day expiring points in Brilliant Distinctions. This will help you develop the basic mechanics of segmenting your emails.
Sequenced emails are great for automating the messages you want to give to your customers. They are referred to by other names like “drip campaigns” or “email automation,” but the goals are the same. These tactics allow you to set up specific times and content to deliver to your end customer for a robust customer experience. Setting these sequenced emails up requires a little know-how, but nothing that cannot be accomplished in the more popular email platforms out there like Constant Contact or MailChimp.
42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs)
83% of companies use at least basic segmentation for their emails. (Econsultancy)
The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2)
Recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. (MailChimp)
Email Marketing Conclusion
Setting up your email marketing reports and lists for better segmentation is vital for long term success with your customer’s email address. Also, developing a customer journey through the use of sequenced emails can be the tactic that creates depth in the relationship with your customer. If you need help setting any of these tactics up in your business, then don’t hesitate to contact me and let’s discuss how I can help.
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