5 Ways Your Company Can Leverage Email Marketing

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Email marketing has been around for approximately 42 years according to a blog done by Brafton. It has been an easy way to reach millions of people with one message.

However, the process behind email marketing is not as easy as some may think. There is a lot that goes into attracting people to a product or service. People are used to ignoring emails sent by companies, so now companies are having to relearn how to attract customers.

Here are 5 concepts that companies are using now:

1. Segmentation

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Segmentation allows for a company to send only relevant content to its customers. There are 3 basic ways of accomplishing this.

First the company must have a clean and organized database. The database must include contact names, contact properties, and companies and their properties. This allows for the company to send content that applies to the customers based off their information.

Secondly, the company needs to collect the right information, meaning that the information needs to be relevant to what the company is selling.

Lastly, the company needs to understand explicit and implicit data. Explicit data is intentionally shared information by the customers, and implicit data is information gathered from user behavior. Both of these are equally important when determining what content the company should send them.

2. Personalization

Personalization is key when trying to be successful at email marketing. Emails need to be all about what the customers can get from the company. A way to do this is to make a lop sided deal in favor of the customer.

However it is near impossible to make emails personal to each individual customer. This is where behavioral emails come in. This is the practice of sending automated, targeted emails to contacts based on the historical interactions they have had with the company across all channels.

According to Instapage, there have been brands that have recorded “8x improvement on click-through rates with a personalized video versus standard outbound email campaigns.” This statistic proves that when companies take time to personalize their content through segmentation they will see an increase in business.

3. Data-driven analysis

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Data-driven analysis is also a major key to making sure email marketing is effective.

Interests and products are constantly changing; so it is the company’s job to keep up with them.

The company must evolve with the customers’ interests. It does a company no good to sell the same product without making any changes over time. Not only does it make them fall behind the competition, but it also makes customers lose interest.

Companies must also listen to what customers have to say. Customers appreciate being heard, and the best way for a company to show that they are listening is by implementing their customers’ input.

4. Clearly defining goals

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Email marketing cannot be successful without having a clearly defined goal.

Without the goal, customers do not know the reason they are receiving an email; therefore, they will not want to take the action that the company is trying to get them to take.

When a goal is set, it makes it a lot easier to start conversations with the customers.

Goals also help companies measure the success of their emails. This is important because the companies need to be able to keep track of what parts of their marketing strategies are successful. If a marketing strategy is not successful then the company is able to change it and try something new.

Therefore, if there is a clearly defined goal for an inbound email marketing strategy, then it is set for success.

5. Right email, right person, right time

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This concept is extremely important in email marketing.

To have the right email means to have the right content and context. This links back to segmentation and personalization. It is a turn off to customers when they receive an email that has no relevance to them.

In addition to having the right email, the email must be to the right person. This means that the personalized emails need to make it to the people to whom they were intended and not to someone on a different emailing list.

Lastly, the email must be sent at the right time. Customers get annoyed when they constantly are receiving emails when they have not asked for them. However, when emails are timed effectively customers are more likely to engage with the email.


Email marketing is not as easy as it may look.

There is a lot that goes into email marketing, and it can be a long process. So it is important to follow not only these 5 concepts but also the many others that are out there.

As long as it is done properly, email marketing can be a very effective way of gaining and keeping customers.




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