Email marketing helps your clients cost-effectively communicate with their market in an immediate and relevant manner. With email, they can:
Nurture leads
Build brand awareness
Obtain prospects
Build customer loyalty
Generate sales
Email marketing integrates well with other marketing and sales activities. In B2B marketing, email can play a vital role during the sales process, and often works well when working with a client’s search marketing, online advertising, telemarketing, customer retention and selling activities.
Email Marketing Value
Your clients can reach a wide audience with email, but that doesn’t mean they should. It’s most effective when they really target their audience so they speak to specific needs. Think of it as a one-to-one communication – personalized, relevant, timely – not a blast.
Email is more editorial than advertising, and it’s powerful because it can support and even drive a sales process. Yet like any medium, it has its challenges. Businesspeople get hundreds of emails (or more) each day, so your clients will need to get their message past spam filters and give them a reason to read. A strong offer, valuable editorial content, appropriate design and a good fulfillment and measurement process helps make email campaigns successful.
With the Consulting M.O., you can determine how to integrate email marketing into your client’s activities and improve existing email campaigns. Good email marketing can increase the number of incoming leads, and improve lead nurturing during the sales process, which helps reps spend more time selling to leads that are ready to purchase. This leads to more sales, increasing the top line while reducing selling costs.
Email Marketing Services with the Consulting M.O.
Email Marketing Brainstorming. Generate ideas for campaigns to meet various business goals.
Determine Email Marketing Campaign Strategy. Develop an overarching email strategy. List specific goals, target audience, messages, offer and timing.
Create Email Marketing Campaign Execution Plan. Define the timing, format, content, fulfillment, tracking and launch plan. Determine the technology platform, creative guidelines, testing plan, response rates, and budget and execution plan.
Analyze Existing Campaigns and Improve Performance. Analyze existing campaigns and determine areas for improvement. Match projections to results, determine areas for improvement, and document learnings for future campaigns.
Your client might need email marketing help if:
Their email marketing isn’t producing quantifiable results
They’re not using email marketing
They’re looking to generate more leads from the internet
Their sales reps are nurturing instead of selling in the sales process
