Avoid Content Fatigue: How to Deliver Fresh, Relevant Content
November 1, 2021 |
June 12, 2020
Email marketing is one of the most successful marketing tactics of the digital age, but are you utilizing it to the best of your ability? People send more than 290 million emails daily. By 2023 that figure is expected to reach 347 billion daily emails.
Email marketing is the most effective and personalized way to connect with leads. It offers the ability to nurture leads directly and then turn those leads into customers. In fact, on average, companies see a return of $38 for every $1 spent on email marketing. Another bonus, email marketing converts 40 times as many consumers as social media.
However, sending content to a list of subscribers doesn’t necessarily mean that your company is getting the most from your campaigns. Utilizing a drip or nurture campaign can specifically target individuals on your list. The better targeted your campaigns are, the more effective your email campaigns will be at converting qualified leads into customers.
When you are comparing marketing strategies, email marketing has the lowest cost. Email marketing is relatively inexpensive and has one of the highest ROI values than other digital marketing techniques when you consider the cost to maintain personalized databases and automation tools. On average, email marketing yields $44 back for every $1 you spend – a 4400% ROI.
In marketing, content creation is involved in every aspect of our jobs. We create content for SEO, websites, social media, and blogs. Email marketing can make the most out of the content you have already created, leading to more efficient and effective use of your time. Recycling your already existing content by sending your subscribers a selection of articles and videos according to their interests saves hours on developing new content.
Utilizing email marketing to generate leads notifies us of the behavior and wants of each recipient. It is a unique, direct, and highly personalized tool. Start your email marketing tactics by collecting relevant information about the subscriber’s age, gender, location, and interest. Once you have this information, you can segment your contact list to personalize your emails with the most relevant content. Personalizing emails by individualizing each message you send to a subscriber will ultimately increase your email’s open, click, and conversion rates.
Thanks to metrics like open rates or click ratios, measuring your email marketing campaign and comparing results over time becomes quite simple. Additionally, there are several benchmarks for email marketing, segmented by industries, making it even easier for you when setting your goals.
An email drip campaign is a type of automated campaign that allows you to send out a series of scheduled and personalized emails to your contact database over an extended period. Drip campaigns are a combination of general emails and specific emails that would apply to your broad segment.
It’s important to plan your heart out when you create a drip campaign. A thoughtful and strategic email drip campaign takes time, but the reward is far greater. Mapping out the journey and delivering high-value content will convert cold leads into raving fans.
Ask yourself, what is the ultimate goal of your drip campaign? Are you trying to build brand awareness, nurture potential leads, or retaining customers? Once you identify your goals, use them as your guide while you iron out the rest of your campaign. The more specific your goals are before you plan your campaign, the better targeted your emails will be.
When creating any marketing campaign, it is essential to know who exactly you are trying to reach. Drip campaigns are personalized in nature, so the type of list will determine the type of content you will be producing and curating. Segment your contact list by relevant information, such as age, gender, or buyer type.
What content should you be employing in your emails? Include easy to digest, quality content that provides a ton of value. This is the time to determine what content is most useful for your buyers. What content will assist and guide the recipient along the buyer’s journey? For example, if you are building brand awareness, your emails need to focus on educational content about your products and services, making sure to end with an appealing offering.
Nurture campaigns differ from drip campaigns because they focus on behavior instead of time. Nurture emails are categorized as a series of emails that are sent based on the recipient’s behavior. The purpose of these campaigns is to deliver timely, targeted information that helps guide the lead through the buying process. Your campaign should deliver educational value to potential customers while guiding them to engage with your company.
When recipients receive emails, the emails the present potential leads with information to guide them along the buyers’ journey. With any beneficial nurture campaign how a lead interacts with your company specifically affects the campaign. The number of times a lead visited your website, which articles or guides they’ve read, and what seminar they registered for.
The most crucial step to any campaign is to identify what you want out of the campaign. Are you identifying pain points, targeting a specific industry or segment, increasing purchases from existing customers? Once you identify your goals, they will help you identify your structure. Nurture campaigns are traditionally more specific than a drip campaign, meaning identifying your goals first will make your emails feel as if you are specifically speaking to your buyer.
Every sales process has a personalized journey known as the buyer’s journey. The ultimate way to sell a product or service to a customer is by understanding the process they take to make a purchase. A buyer’s journey traditionally happens in three stages.
Always make sure you are leveraging quality content within these emails. Consider the following questions:
If you are building brand awareness, your emails would want to focus on educational content about your products and service, ending with an appealing offering.
Like a drip campaign, identifying your target audience is crucial. When talking to your audience, you want to make sure that the target audience is receptive to the type of content you produce. Segment your contact list by relevant information including buyers’ type.
Similar to drip campaigns, the type of content you deliver to your recipients needs to be quality content. During the deliberating process, consider the kind of content your readers are most interested in.
Obtaining new leads is a priority for any business, especially in times of uncertainty. Our email marketing campaigns are focused on creating the most qualified leads to your website, which will, in turn, create more conversions.
If you are interested in better utilizing your email marketing campaigns and investing more in your digital presence, we’d be happy to talk through strategies specific to your business.