Email marketing has been around in some form since the early days of the medium, allowing businesses to easily communicate with many clients and leads all at once. Well-crafted email marketing campaigns can be an extremely effective way of nurturing leads and increasing conversions, especially when they’ve been carefully crafted to speak to specific segments of your audience. Unfortunately, they’re not always crafted in such a way. Not even close.
Hastily designed email newsletters and sales emails rot in inboxes around the world, serving as more of an annoyance than an effective communication tool. We’ve all received the consecutive email chain asking to discuss an opportunity with us, following up to remind us about said opportunity, and finally asking if there’s somebody else the sender might be able to communicate with in order to close the deal. These campaigns are dangerously close to being spam, and audiences recognize this. In order to overcome these all too common email newsletter issues, your business needs to get serious about email marketing.
No two customers are the same
One of the biggest problems with broadly written and addressed emails is that the people sending them assume that all customers and leads will react the same way to them. The truth is that no two customers are alike, and understanding this is critical to crafting effective messages. Nobody wants to read the same automated message that hundreds (or thousands) of other people have also received – it feels cold, impersonal, and doesn’t compel your audience to interact with your business, let alone read your next email.
Your email marketing lists need to be highly segmented and targeted in order to really connect with audiences. This allows you to speak to specific services, solve specific problems that might be encountered by segments of your audience, and write personal messages that give readers a reason to care and react.
Choose the right person for the job
For an email to genuinely connect with an audience, it needs to be carefully written to specific audiences in order to address and define problems and offer real solutions that will resonate with the segment you’re targeting. To make real connections, email marketing needs to be a perfect marriage between sales and marketing. Your sales team should be as far away from the writing process as possible – these messages require cadence, understanding, segmenting, and proper writing in order to be taken seriously, and as such should be written by your marketing team.
Instead, sales teams should provide marketing with the required messaging, allowing the marketing team to carefully write targeted emails. Marketing will better understand the audience segments being targeted by your business, having developed a profile of who they are, what their needs and wants are, and what they respond to. They will also usually have more writing talent than the sales staff. Once the emails have been written, they can be sent to sales staff for approval and to be sent off to the appropriate segmented lists.
Using the right tools for email marketing campaigns
Now that your team has taken the time to write specialized emails for each targeted audience, you’ll be ready to send them out using an intelligent email marketing solution. The best solution will offer seamless integration with your team’s CRM, ensuring that data is synced, results can be viewed, and appropriate follow-ups can be sent out easily. Analytics are another major aspect of effective email newsletter tools, letting your team take the guesswork out of its campaigns and instead focus on what’s working and what isn’t.
Solutions like Zoho Campaigns offer ways for your team to easily automate the email marketing process, letting your sales team quickly and efficiently send out follow-ups, and use automated workflows to trigger emails based on specific activity. Zoho Campaigns can be seamlessly integrated with Zoho CRM, keeping all your important data in one convenient location and ensuring that information can be easily stored and used to build more meaningful customer relationships. Dynamic messaging makes each and every email feel unique, letting you tailor emails to stand out from the noise and make that special connection so you can nurture and convert leads like never before. This way, you can still automate your emails, but make them feel personal.
The team at ion8 is ready to transform the way you do business by seamlessly implementing and integrating intelligent solutions like Zoho Campaigns and Zoho CRM. ion8 is a Zoho Advanced Partner with a full team of certified Zoho consultants and developers ready to take on projects of any size and scope. For more information about everything ion8 can do for your business, contact us today.