Email marketing is a tried and true form of advertising that has been around for decades. Still today, it remains one of the most effective methods for contacting loyal customers as well as those that have shown prior interest. Email marketing is especially effective because of its low cost compared to other forms of advertising, with an average return of $42 for every $1 spent, according to the DMA. This makes it a highly efficient way to engage audiences and drive results.
In marketing, you have two types of advertising – intrusive and non-intrusive. Methods such as social ads (PPC) involve an intrusive approach, where you are showing your content to those that you target, whether they have opted into your services or not. Unlike paid ads, email marketing is non-intrusive, as these people have willingly opted into your service and expect to hear from you. When you leverage quality campaigns that inform your captive audience of incentives and opportunities, you convert at a higher rate for less cost.
Like any form of advertising, there are best practices that can and should be followed. Unfortunately, many of those leveraging email marketing do not follow best practices. For example, purchasing black market email lists or opting in someone that didn’t actually opt in. Not only is this not best practice, it is illegal. While email marketing has gained a reputation for being “spammy”, it only is this way if the strategy and content being brought to your customer aren’t bringing them value. At ABM, we are going to help you build a true opted-in email audience, and we are going to guide you toward a strategy that doesn’t inundate your audience with spam, but instead brings them value that they will want to continue receiving.
While we have used several platforms including Constant Contact, Sendgrid, Shopify and more, we are partial to Mailchimp. Mailchimp has a great free package, and also has very robust options for paid customers, such as batching.
Yes, there are several ways to do this. While we can’t capture information on your website that people don’t willingly give us, there are methods to convert website users to email subscribers. For example, offering a 1 time discount in exchange for an email address. When the email address is provided, we can sync your website forms with your Mailchimp database so that users automatically are added to your email audience.
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