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How To Use Emailing Effectively Within Your Marketing Strategy

email marketing, how to create an email marketing campaign, email marketing 101, what to know about email marketing

Email is one of the interesting strategies that could be considered either Inbound or Outbound.

Outbound marketing includes anything from direct mail, cold calls and emails, print advertising, television and radio commercials, and internet ads. The main purpose of outbound marketing is to reach out to potential customers and make them aware of a product, service or brand. It’s all about companies taking the initiative and looking for customers, rather than waiting for customers to come to them.

Inbound marketing, by contrast, is methods used to reach current markets and customers, or audience who have subscribed to your brand. This is why email is on the border, as companies now require Canadian and EU users to subscribe to receive emails... even though the users might not yet be customers.

No matter where it sits, when launching an email campaign, there are two important questions to consider. The first is targeting: who should you send your emails to? The second is timing: when should you send your emails? Find the answers to these questions below!

Buyer personas

For the first point, try using buyer personas. They are the best way to help you identify your target audience. What is a buyer persona? Here’s a brief description for the uninitiated:

A buyer persona is a fictional representation of your ideal customer. It’s based on a mixture of market research and analysed data. The idea is to build up a profile of your target customer, describing who they are, where they live, what they like or don’t like, and how they make decisions.

Buyer personas ensure that all your business decisions and marketing campaigns are laser-focused on your customers’ needs and wants. When it comes to writing emails, they can inform everything from the structure of the email, to the language used and the overall tone. Think about it for a second: would you write an email for a teenage audience in the same way as you would for those in their 40's? Buyer personas will assist you in establishing an audience and writing your marketing emails directly for them.

Sales triggers

Just as buyer personas tell you who to send your emails to, sales triggers tell you when to send them. A sales trigger is any event that creates an opening for a sales or marketing opportunity. This can be anything from a prospect being promoted or switching jobs, to a company relocating or receiving funding.

Take advantage of sales triggers to find out the precise moment when your prospects would be most open to your marketing emails. Keep in mind that when you send your emails is just as important as who you send them to, and how you’ve written them. A well-timed email, sent at just the right point in the buyer’s journey, can make all the difference to the success of your campaign.

Top 3 Tips for Email Success:

There’s no great secret to writing and optimizing an email. Follow this advice to make sure you get the best out of your marketing email campaigns.

1. Personalize

Personalization is a very hot topic in email marketing right now. Studies have shown that personalized emails deliver 6x higher transaction rates that non-personalized ones. For any email marketer, personalization is quite frankly a no-brainer.

But how should you go about personalizing your emails? To start, go back to your buyer personas. They will tell you who you are sending your emails to - meaning that you can adjust and amend the email content accordingly. For the best chance of success, make sure your emails are closely aligned to the desires and pain points of your prospects.

Customize the tone of your email to match each prospect - corporate CEOs may require more formal, business-like language than SMB or startup owners, for example.

2. Simplify

Keep your emails clear and concise. Avoid overused expressions, buzzwords and technical jargon.

Don’t overwrite! According to a report by Boomerang, the email productivity app, the sweet spot for email length is between 50 to 100 words (that’s five sentences or less). Emails of this length yielded the highest response rates of 50% or over.

Don’t use your emails as a platform just to reel off the same sales pitch. The best emails are more about the buyer than the seller. Think about how your product or service can help solve the prospect’s problems. Include those points in your email copy.

Final point - always, always include a call-to-action (CTA) in your email. This can take any form that’s appropriate, from asking the prospect to download your Ebook, to requesting to arrange a meeting.

3. Evaluate

Keep track of the results after you’ve launched your email campaign. Carry out A/B testing: send two different emails and see which one performs better. Try out different messaging, subject lines, opening lines and CTAs. Does changing any of these elements improve your response or open rates?

Measure the performance of your emails and record the results. This information will be invaluable to you when it comes to running future email campaigns.

Whether or it's considered outbound or inbound, emails can have a great impact on your marketing strategy.

It’s worth stressing that a robust email strategy can support your marketing efforts. The two methods work best when they are closely aligned.

Here are some ways in which emails support inbound:

  • Email circulates your content to the right people, potentially turning them into buyers.

  • Email campaigns are useful in recruiting influencers to extend awareness of your brand.

  • Email can attract guest writers and bloggers to increase your company’s visibility and position as an industry thought leader.

Cognism clients have found that using these strategies have helped them to outreach to new customers. For example, event management companies have sent personalized emails at scale, finding scores of attendees for their events. Marketing agencies have used buyer personas to identify their ideal customers. Sales triggers have indicated exactly the right time for them to commence their email campaigns.

Have you adopted similar techniques for your business? How did they work for you? Be sure to let us know!

Joe Barron is the Content Writer for Cognism. Did you like this article? Do you have any thoughts or comments? Contact him at

#emailmarketing #2018marketingstrategy #2018marketingtrends

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