The answer to the question, “Is email marketing still the most effective way for demand generation?” is – YES. Email Marketing is surely one of the most effective ways of generating and converting the leads. Not only this, it is one of the best tools for fostering relationships with the prospects and clients for a long-term association.
Not very long ago, emails were by far the best and one of the most cost effective means of soliciting business. Your mail box used to be (and still is) flooded with unsolicited junk mail. Though, the mail service providers incorporated filters to weed out spams to reduce clutter in mail boxes, this was of little help. Increasing numbers of ‘junk mail’ did affect the utility of emails as a means of soliciting business because recipients avoided reading these mails.
With the advent of social media, a number of social media platforms like Facebook, Linked, Instagram, WhatsApp mushroomed and took the marketing industry by storm. Digital marketers shifted their focus onto these platforms to generate leads and further their business.
The social media platforms have also started getting cluttered with fake news and maliciously planted information. This has thrown up new challenges for the digital marketers of how to make their product stand out in this clutter and be noticed. In this scenario, emails have regained their importance as an effective tool, not only, to solicit business but also to clinch deals by making one-to-one contact with your prospects.
The million dollar question is,” How to make Email marketing strategies more effective?” Well, the first step of Email marketing strategies should include segmenting of your target audience into smaller groups and preparing separate email content for each group to draw their attention.
The flip side of Social media is that it has reduced the attention span of populace considerably. For them, long verbose emails are a big No-No. Hence, the mail content needs to be crisp and to the point to entice the reader to dwell further into your email. For this, one may follow what has popularly come to be known as, ’Inverted Pyramid’ approach. This means give the most important information first to get the reader interested to read further and then dwell on the frills. Use emails for drip marketing campaigns to draw maximum benefits of emails marketing.
One of the other benefits of emails marketing is that it can be gainfully personalised. Once a prospect has responded, on any platform or bought your product, emails can be used to foster a long-term relationship by sending greetings on various personal, national and religious events. You can send periodic news letters to them from time-to-time to update them on the latest info about your brand and products that might be of their interest.
Emails can also be used to get feedbacks from your clients on the performance of your product. The positive feedbacks can be emailed to other prospects as third party endorsements to generate more leads. The suggestions received through feedbacks can help you to get new demand generation ideas.