Friday, 27 March 2015

How to Achieve Success with a Comprehensive Email Marketing Platform

In this day and age, everyone is familiar with email marketing. It's a part of daily life for both businesses and consumers. Companies create marketing content and then distribute it to customers via an email marketing platform. The problem is, the results can be hit or miss. What works for one company doesn't work for another. A message that speaks to a customer one month might have them reaching for the delete button the next. How do you increase your chances of getting a click-through? Just like any marketing strategy, the effectiveness of an email marketing campaign lies in attention to detail, careful planning, solid content and follow-up. 

Most business owners realize that planning, implementing and sending a campaign are pieces involved in using an email marketing platform, but most people dismiss or ignore the aspect of following up. Business owners need to understand what prompts a customer to click a link in one email, but causes them to push delete in the next. Marketing automation software is the key to finding methods that help companies manage and track email marketing campaigns to measure results based on their customer's actions. With marketing automation software, you can track what your customers do after they click-through to your website from an email. Customer information is stored as a contact, thus allowing you to assess email readership and site visits. All of this information will then allow you to work with your sales team to follow up with customers in a way that speaks directly to them. When you know what piques their interest, it makes it easy to send marketing materials to them that will get them to click-through more often than not. 

In order to achieve results, and therefore success, businesses need to find an email marketing platform that uses a marketing content management system. Such systems allow owners to share data across the range of channels that exist in their lists, such as email, mobile phone and web communication. This cross-channel communication is imperative in order to reach customers on their preferred level, therefore getting their interest in the way that most speaks to them. Marketing content management systems store data in a centralized location, making it easy to access your customer's data and apply it in the proper ways. Then you can customize your content, whether voice, email or print, all from one location. In the end, it is a cost-effective system that reduces time spent on marketing while giving the most favorable results. Best of all, this type of management system results in a sophisticated marketing platform that is user-friendly and doesn't require extensive training or IT support. 

Knowing how to reach your customers is just one piece of the puzzle. Obviously, all of this information is useless without a good mailing list. The ideal customer database is one that a business has compiled over time, in-house. These are people who have expressed an implicit desire to learn more about your products in the future. The ways in which a list can be built in-house is extensive and could include present or past customers, potential customers, or contacts that you meet at trade shows. Anyone and everyone who has expressed interest in your company is a viable option for a mailing list. If you don't have a mailing list, you can rent one. The price ranges vary based on a myriad of factors, and this adds to the overall cost of your campaign, so it's best if you can build your own list. 

In the end, the key to a successful marketing campaign is choosing the right email marketing platform. It should include marketing automation software that allows you to track the results of your campaign by seeing what your customers do with the emails you send. Finally, all of this should be packaged with a marketing content management system that allows cross-channel communication, so you can reach your mailing list customers through their preferred platform. By implementing these features into your next marketing campaign, you can achieve success.

Matt Kennedy writes about the latest technology and marketing trends including marketing content management, marketing automation software and the best use of an email marketing platform.

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