Email marketing OR Lead Nurturing
What is it?
Email marketing is direct marketing using electronic mail. Basically, every email sent to a likely or current customer is email marketing. Email B2B marketing usually involves using email to request business, or solicit sales and is meant to nurture potential customers, build loyalty, trust, and/or brand awareness. Email marketing should only be done to your current database.
Why do email marketing?
Businesses engage in email marketing because it works well. Why?
It allows targeting and segmentation of personas
It let's you personalise the message to each individual
It is much cheaper than most other forms of communication
It is data driven
It drives direct sales
It builds relationships, loyalty and trust
It supports sales through other channels
It supports database integration, segmentation and various other techniques for improving the targeting of outgoing messages
It generates actionable data to refine your approach and messages
It helps nurture leads into customers
It has proven very successful for those who do it right
But let's not get carried away. You have to get email marketing basics right. Building a list of people who want to hear from you, crafting a message, and ensuring they get through.
Where's the catch?
Apart from designing and delivering to the right people, getting them to read and respond, measuring and analysing the results, there is the problem of email permission.
Responsible email marketing is based on permission. You need an email address owner's permission before you can send them a commercial email. If you don't have permission, then your recipients may regard your message as spam; unsolicited commercial (bulk) email.
DO NOT SEND SPAM as you may find your email accounts closed down, website shut, and your reputation in tatters - you may even be breaking the law.
Acquiring permission though is the opinion of those receiving your emails and those responsible for administering the infrastructure of the Internet.
Anyone considering email lead nurturing marketing must understand permission and spam. If you don't then you could be heading for commercial disaster.