The important of content, context and structure of your emails

The significance of context in email marketing strategy

What is email marketing, and why is it easier than most business owners think?

Well it CAN be. Email marketing itself is easy, but some people make it hard.

Email marketing is the strategy of using email to communicate with your customers by providing useful information (tips) making business requests (surveys) or to solicit (offers).

The main goal of email marketing is to build a strong relationship with your customers and to move them down your sales funnel.

Effective email is not measured by immediate results, but rather by how effectively your recipients take the next step.

Email templates branded with your logo, header and footer are necessary, as they make your emails easy to identify. However with most (if not all) email marketing providers, this is easy to do.

The importance of context with email marketing

With your email marketing campaign, context is a critical factor you MUST consider. Context is the relationship of your content with you as the sender. These includes critical aspects such as sending date, time of day, etc. But most importantly it has to do with where your prospects are in their decision process.

Immediately asking for the sale often back fires. The prospect doesn’t know enough about your product or service to know it makes sense for them. However walking them to the next step in their decision DOES make sense.

Remember your email recipients are at different steps in their decision and your email contexts should be the different.

You’ve probably heard the phrases “segmentation” and “marketing automation”. These terms relate to that idea.

Remember that your email marketing strategy and tactics should be focused on provide something useful (and ideally important) to your audience.

Marketing automation with email marketing

Marketing automation for small businesses solves conversion problems. Marketing automation is email, triggered by a triggering event (downloading an eBook for example), that works with pages on your website (which the email’s link to, and are “tied together” through if-then statements.

  • If they didn’t open the email, send this.
  • If they opened the email and didn’t click the link, send that.
  • If they opened the email and did click the link, send something else.

But don’t just have a system and forget about it. Regularly check on your automation and make adjustments to your context when needed and where possible.

When marketing automation is done properly, results are always amazing.

Don’t believe me? Interact with Amazon.com and see what types of email’s you get later.

 

Email marketing is simultaneously easy and hard. It’s easy to get started. It’s easy to tweak as you go. It’s hard to lay it out 100% “correct” and effective at once.

It’s an iterative process and it takes time to get it turned and working to maximum effectiveness.

Learn more here…

Download the eBook: The 7 Fundamentals of Being Found Online

 

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