Business Growth Via Strategic Email Marketing, According To Your Strategic Thinking Business Coach
Today’s businesses, regardless of their size, must realize how critical it is for them to engage in strategic marketing activities in order to grow and survive in our business world. Using strategic thinking in deciding which channel can offer you the best return on your marketing investment is also essential for success. A strategic marketing approach requires investment of time and money. A strategic marketing approach will include several different tactics that will provide a marketing system that continuously works toward customer acquisition and retention. One of the most strategic and cost effective marketing initiatives is Email marketing.
Strategic thinking and planning for marketing requires that goals be set. A major goal of any marketing initiative is retention of existing clients and customers and acquiring new clients and customers. So, what might be some defined goals for each email marketing campaign you develop? Your Strategic Thinking Business Coach offers the following goal thoughts.
+ Drive your existing clients/customers and your prospects to your website.
+ Maintain a planned number of contacts with your existing clients/customers and prospects through a strategic client/customer relationship management system.
+ Keep clients/customers and prospects informed about you and your company through an E-newsletter.
+ Introduce a news product or service to existing and prospective clients/customers.
+ Feature a product or service for a limited time.
+ Invite and entice clients/customers to attend a seminar, workshop
or special event you are sponsoring.
+ Invite clients/customers to a trade show where you will be exhibiting
Strategic thinking reminds us that you must be absolutely clear why you are sending the email and that you must monitor the results you have set achieve. Using strategic thinking to understand the intended audience for the email is critical when developing the right message to the right audience. It is always critical to have your email entice the reader first to open it and then motivate them to click through to your targeted landing page.
The landing page is the critical target since this is ultimately where it all happens. If your reader has clicked through to the targeted landing page, then he or she expects to see what your email offer promised. It is very important that you understand in the clearest terms that if your landing page fails to fulfill your reader’s expectations they will click away in seconds with feelings of frustration and annoyance. And that means that you will have wasted your strategic marketing effort and worse yet, it could mean the loss of an existing client/customer or prospect for good. Make sure you make their visit to your website an enjoyable experience.
The timing of your email marketing is also paramount to your success. You must be sensitive to when and how often you are going to send each email. You need to know that new and existing clients/customers will have different comfort levels about how often you send them emails. The best way to understand what they are comfortable with regarding your emails is to simply ask them: “How often would you like to receive information by email?” Then let them choose from a variety of options. This will demonstrate to them that you do value their preferences and their time.
A clearly defined and focused strategic email marketing campaign that targets the right segment of your existing client/customer base or prospective new clients/customers can be a very effective way to generate business. And Your Strategic Thinking Business Coach encourages you to fully realize the benefits of business coaching to strategically and effectively market your business for growth.
Article by Glenn Ebersole
