Despite what you may have heard, email marketing is not going away anytime soon. Texting and tweeting are great ways to get a quick thought to the masses but rarely draw anyone in on their own.
For one, they are rarely products of personalized content. Unless you or someone on your staff has the endless time and desire to text witty remarks to your prospects one by one, the chances of seeing any real conversion to customers are between slim and none. Plus, texts and tweets are designed to be read, responded to, and discarded, which is the last thing you want to happen to your well-crafted message.
Of all the weapons you have in your inbound marketing arsenal, email is one of the first to introduce you to your prospects and customers. The best part is it doesn’t have to be the same email. This may be tailored to any demographic you see necessary such as age, gender, income, zip code, previous encounters with your company, any way you wish to segment your message.
These customer personas can then be monitored for success and failure and adjusted as the situation arises.
The subject lines of an excellent, personalized email should flow into the body. Then the right prospect not only receives but wants to read your email above all others. Personalized subject lines are especially important in B2B situations where your recipient likely receives dozens of marketing emails a day. The ones that stand out are those that show the sender took time and care to make sure the prospect or customer know who you are and how you can help.
Email marketing facts: A recent statistic showed that for every $1 spent on personalized email the return was $39.
Spreading that over a year is a 3,800% ROI. Some people may shrug their shoulders at this, but others will willingly run to their computers to figure out how to get the most out of their personalized email campaigns.