How to Use Email Marketing

Email is a powerful tool, allowing marketers to reach individuals directly through a platform that they utilize every day. And unlike other marketing channels, email provides unlimited customization and targeting options to get the right message to the right person at the right time.

But before getting into the specifics of how to send your email, first consider why you are creating an email marketing campaign. Who do you want to reach? What information do you want to provide to them and for what purpose? How will you know if your campaign was a success?

Think about your overall marketing strategy and your target audience – how can email marketing be combined with your other marketing activities to achieve your goals? There are many ways that email can help to educate prospects, leads and customers about your products and services.

Lead Generation

With ever-improving email filters and increasingly stringent antispam legislation, buying a list of email addresses and sending unsolicited emails to the recipients is NOT the way to go to generate leads. In fact, using this approach may get your company or ISP blocked from sending emails at all.

The better approach is to grow a marketing list of individuals who voluntarily provide their email address to your organization. This can be achieved through activities such as filling out a form to download content from your website, signing up to a newsletter mailing list, registering for a contest or promotion, or attending an event. Individuals who opt-in to your mailing list have shown some level of interest in your company, products or services. Email marketing can help you then qualify those individuals as prospects or leads. Want to learn more about creating a content marketing campaign? Download our free eBook!

Customer Engagement

Email marketing is not just for leads! Email is a great way to communicate with customers and keep them engaged with your product or service. Sending regular emails will increase their trust in your brand and ensure that your company is top-of-mind when making another purchasing decision. Examples of customer-facing email marketing include:

Weekly or monthly newsletters Announcements of new products or services Promotions, discounts, or coupons Event invitations Customer surveys Renewal notifications Holiday or birthday greetings

Include dynamic content in your email campaigns for a personal touch. Customer relationship management (CRM) solutions often contain a wealth of information about your customers – location, gender, company size, buying preferences – that could be used to craft an email that is unique to each individual on your list.

Campaigns and Events

Have a new store opening in Las Vegas? An email campaign can invite your Nevada-based prospects and customers to visit your grand opening. Running a summer-time promotion on swimsuits? Send an email to your list with a 10% discount. Email marketing is the perfect way to reach an audience in a direct and timely manner. And if you segment your marketing list(s) effectively, an email campaign can be used to target a very specific group of people that would be interested in your promotion or event.

The ClickDimensions email marketing solution is native inside Microsoft Dynamics 365. Any information on the account, lead, or contact record can be automatically inserted into your emails. Learn more...

44% of email recipients made at least one purchase last year based on a promotional email

Convince & Convert

Email marketing can be set to run on “auto pilot” with nurture marketing (also known as drip marketing or campaign automation). Automated nurture programs send a series of emails to an individual or list over a period of time. However, the real power behind nurtures is the ability to include decision points and actions based on how the recipient interacts with your message, allowing for a very customized experience. By tailoring your nurtures to a specific audience and sending your messages at the right time, a nurture program can build rapport with your customers, increase trust in your brand, save valuable sales resources, and convert a higher percentage of leads into paying customers.

Learn more about the power of automated campaigns with our free eBook. Get a copy...