Hate it or love it, email has become part of our daily lives. As hard as it is to imagine a world without social media, email communication is even more prevalent for the majority of the workforce. What would that morning coffee be without an email or thirty to answer?
Many businesses have a negative perception of email marketing due to a disdain for their own inbox, but when implemented correctly, email services are a great way to capture new leads and increase engagement with an existing customer base.
Another reason email marketing gets a bad name is that most businesses send an email blast twice a year (to an out-of-date list) and call it a strategy. Email marketing shouldn’t be a random, last-ditch effort thrown at people, it should be a campaign driven drip strategy that constantly touches an interested list of hot leads and current customers.
Email services need to revolve around a strategy and a set of goals. Businesses should think about what their target audience would be interested in hearing about, or what kinds of sales and promotions would move them to engage. Consider your own inbox again; chances are you can find an instance when you took action on a good email marketing campaign, so you know it works.