What is Email Marketing?
One of the first avenues of digital marketing, email marketing continues to be a strong performer that provides results, as well as helpful data and insights into the users who read a company’s emails. When email marketing campaigns follow best practices, are based on research, and are relevant to the audience, the email won’t be viewed as spam – the audience will find it very helpful.
The true magic of email marketing starts with a great list that gets paired with relevant, useful, and timely information, and finishes with a follow-up plan that includes a call to action. That’s when a company can expect for an email campaign to achieve the goals set at the start.
How Email Marketing Helps Companies
Email marketing is one of the most versatile forms of marketing. It can be used for a variety of goals and initiatives. We find email marketing campaigns are best used to generate growth, educate customers and potential customers, retain clients, engage with employees, get more referrals, and even help close business. The campaigns used to achieve these outcomes look very different from one to another, but the campaign results usually fall within the above categories.
The other element of email marketing campaigns that many marketing professionals ignore is how seamlessly it can tie into other marketing avenues, like social media and PR, to help increase the effectiveness of the entire marketing campaign.
It’s an adaptable tool that provides unique insights into targeted audiences, so we often recommend it as a stand-alone marketing initiative, as well as an integrated part of a larger marketing campaign.
Who Benefits from Email Marketing?
At BeeSmart, we often find that email marketing is a fit for most organizations because of its flexibility. For example, we might recommend an email lead-nurturing campaign (also known as an email drip campaign) for a business to business company with a long sales cycle.
Employee engagement campaigns are good for companies with 25+ employees who experience higher than average turnover.
Customer appreciation campaigns can be used universally. A customer retention campaign is ideal for companies who sell subscriptions or retainer-based contracts.
If you’d like to learn more about how email marketing might benefit your organization, please reach out to schedule a call with us!
Our Email Marketing Services
BeeSmart Social Media has a 5-step process we follow for all email marketing campaigns.
- Interview/Overview – talk with client to get an overview of the business, the goals, and what has (or has not) worked for them in the past.
- Analyze current state – a broad review of current marketing and content, including current email marketing.
- Strategy – Based on the goals identified in the first step, we will create an email strategy to achieve those goals.
- Implementation – From start to finish, we set up the email system, create the content, generate automated campaigns, improve list growth, and manage the lists.
- Measure & Tweak – We review results on a consistent basis, and tweak campaigns if needed.
If you’d like to learn more about how our email marketing services may help your brand, please contact the BeeSmart team for a no-pressure phone call to discuss.