Strategic email marketing has the potential to drive great revenues within a very short span of time. All it takes is an understanding of the basics, and some effort to put the ideas into action.
While sending emails to promote one’s business is certainly one of the most essential marketing tactics in the prevailing competitive scenario, it is important to understand that every email that is sent needs to be part of a big plan, and every step should lead to the ultimate goal. This is where regular, unplanned email marketing initiatives and strategic email marketing initiatives differ.
The first principle of strategic email marketing is to know what one’s product or service is all about. While this may come as a surprise to many, but a significant majority of marketers who sell their offerings to prospective customers or clients do not themselves have full knowledge of the same. This not only results in many embarrassing situations when the other person asks a detailed question, but is also detrimental to long-term prospects for business success. Hence, this is the first pain point that needs to be addressed. The next important consideration is to find out how can the product or service best be positioned to encourage maximum sales. This essentially means looking from the other side, and thinking like the person who will actually use the solution.
Many may even think of this step as finding the USP, or Unique Value Proposition, of the offering, i.e., what sets it apart and makes it better from the competitor’s products. By whichever name one might call it, it is certainly a key element in strategic email marketing. For instance, if it’s an online retail chain, it can focus on quick deliveries; if it’s a sports goods outlet, it can talk about how it offers the best prices; if it’s an apparel store, it can talk about the superior quality of its products. The bottom line is, it’s important to stand out and show to the customer how choosing a particular product or service is going to help them in a better manner than all the other options.
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