Making the Most of Constructive Email Marketing


Email marketing is often underutilized by businesses, but it shouldn’t be. It’s cost-efficient and simple. For a little bit of effort, you get a lot of reward.

The key to a successful email marketing strategy is to reach your audience with content that they can use. If you are one of the many businesses that are simply using email to “blast” your audience with junk, then you are missing the mark. Fortunately, you can restructure your email marketing campaigns with some constructive thinking.

In this article, we are going to refresh ourselves with the benefits of email marketing and the constructive steps needed to turn this channel into success.

Let’s begin!

Benefits of Constructive Email Marketing

In a nutshell, email marketing is an excellent channel for connecting with your customers. By providing them with relevant, useful content, you can become a trusted source of information. Your hope is that these customers will continue to engage with you, recommend you to others and choose you for their products and services.

The benefits of email marketing include:

  • Increase awareness of your products and services
  • Build trust with potential clients
  • Show how you work and the results you can deliver
  • Establish your company as an industry leader
  • Nurture leads through the funnel
  • Strengthen relationships with existing customers

Now let’s discuss how to create a constructive email marketing strategy for your audience.

Creating a Constructive Email Marketing Campaign

Every great strategy begins with your goals. Look at the benefits above and think about what you hope to achieve. Are you looking to increase sales? Solidify relationships?

Once you map out your goals, you can plan your content. Your content should be useful and valuable to your audience, so always think of them first. One of the fastest ways to get your emails deleted is by sending out irrelevant material.

To help generate engaging content, brainstorm and ask probing questions that will help you tap into the average customer’s head. What types of problems do they face? What solutions are they looking for? How can you help them?

A final thing to realize about your content is that a simple structure is ideal. People are bombarded by messages every day, and they don’t want to be held up by lengthy, boring emails. Keep your emails short and to the point – save your in-depth content for magazines, blog posts or digital newsletters.

Personalizing Emails with Marketing Automation

Another critical part of a successful constructive email marketing strategy is an updated database. Build your lists using contact info from trade shows, speaking engagements, social media and email signups.

As you are aware, not everyone on your list is the same. Some are loyal customers, others have never made a purchase. This is where marketing automation is particularly helpful.

Marketing automation allows you to segment your lists and send out personalized emails. When you personalize your content, it sticks out to customers and makes the material more relevant to their needs.

In the end, constructive email marketing is an excellent way to stay in touch with your customers. If you want to refresh your strategy or integrate marketing automation with your CRM, call WSI Net Advantage at 510-687-9737 or fill out our contact form.

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