Historically, it has been difficult to measure the effectiveness of marketing campaigns because target markets cannot be adequately defined. Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency.[citation needed] Email marketing allows marketers to see feedback from users in real time, and to monitor how effective their campaign is in achieving market penetration, revealing a communication channel's scope. At the same time, however, it also means that the more personal nature of certain advertising methods, such as television advertisements, cannot be captured.
In contrast, organic reach for Facebook pages has been declining since 2013, as the platform continues to focus its News Feed on promoting content from friends and family. Similarly, climbing the search rankings in Google is only getting harder, with advertisements and answer boxes resulting in a noticeable increase in no-click searches, especially on mobile. More than ever, if you want to reach your customers on these platforms you may be forced to pay—and those costs are increasing.
Your customers have signed up for your marketing newsletters because they want to hear from you. They like the content you send and keeping them engaged is one of the biggest wins for any email marketer. Your content is one of your most valuable marketing tools and you can use it to build other areas of your marketing strategy. If people love what you do, then they will sign up to see more great content.

Blogging can be done in three different ways, the first one being of course on your own website. Blog consistently and try to publish new posts on the same days. This way your audience gets to know your schedule and know when to return for fresh content. Traffic to your blog, however, is not the only thing, you need to convert those readers. Your readers are interested in the thing you write about, but they are most likely not on your email list yet. Try adding relevant call-to-actions to your blog posts!
At Optimizely, we’ve seen our partner co-marketing channel bring a tremendous amount of value for effectively driving net new qualified leads from our website and in other venues.  These in-person and online events have driven us thousands of leads at a low cost and also have added benefits of expanding our brand to new markets and strengthening our overall partnership strategy.
Companies also need to map out the customer’s journey across their marketing funnel. It’s almost like leaving breadcrumbs for your customer—after they look at your services, where do you want them to go? Leave “breadcrumbs” like a downloadable piece of collateral or invite them to sign up for a newsletter. Once you figure out the ideal new customer journey, you can measure where users drop off and improve your site accordingly.
At Campaign Monitor, we send what we call “blog solos” to highlight individual blog posts. We don’t expect readers to spend their entire day scrolling through our resources pages. Instead, we know a lot of people want to be given curated and relevant content in a way that’s extremely accessible. So we send emails that give a brief overview of a blog post, then a bold call to action that draws them into reading the rest.

“You can become members of the town and county Chambers that your office is in, as well as nearby areas or counties that you serve or have offices in. Similarly, you can look into becoming a member of a Destination Marketing Organization (DMO) or Convention & Visitors Bureau (CVB). Sometimes these are the same as the Chamber and other times they are a separate entity.”


The world of promotional emails is changing as consumers become more leary of this type of email content. The world continues to grow in technology and available information, and consumers are being made more aware of when messages are overly promotional. The task then is to offer a good mix of engaging emails (how-to content, informational content, etc.) and promotions.
Not everyone your business has ever interacted with can be counted as a true lead. Maybe you’ve connected on social media but don’t have other contact details; maybe they’re in your address book but you have no idea whether they’re really interested in your services. The following strategies are designed to pull more of the people in your business’s orbit into your list of leads.
According to a study done by Lithium Technologies, 65% percent of users who ask a brand a question on Twitter expect a response within 2 hours, with that percentage rising to 72% if it was a complaint. By proactively listening for those mentioning your brand on social media, you can insert yourself into conversations in real time and capitalize on a countless lead generation opportunities that you’d be missing otherwise.
Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.
Lusha is a simple app that enables you to reveal mobile numbers, direct phone numbers and contact email addresses when you are browsing prospects in LinkedIn or Twitter. It takes two clicks to launch Lusha in as an app in Google Chrome. If you’re existing customers use Twitter and LinkedIn this is a great way to generate the direct contact data that you need to make effective and more personalized cold calls.
Diluted Call-To-Action: Due to their format--a compilation of information--newsletters can be overwhelming and ignorant of a specific call-to-action. If you include a series of blurbs or article summaries, the attention of your recipients will most likely be spread across these tidbits of information as opposed to staying focused on a certain element. Of course, you can address this by prioritizing the most important information at the top of the newsletter and include a clear call-to-action after/alongside each block of text.
Email allows a business to connect with people that want to hear from you and have given you permission to connect with them via their inbox. Email marketing provides a direct connection with customers, sales prospects and business partners. Unlike social media platforms or various advertising strategies that function as more of a broadcast medium, email can be personalized and very targeted.
Though it’s been around a while, email is by no means an outdated marketing strategy for business. Even with the rise of social media platforms and business blogging, email is still the number one way to communicate with your audience. If you are not yet taking advantage of this tried and true marketing strategy, these 15 benefits of email marketing just may be the impetus to get you started.
When it comes to marketing your business, it’s important to be where your consumers are.  Email use is thriving and is used by 95% of online consumers.  91% of consumers reported checking their email at least once a day (Exact Target).  In fact, it’s not uncommon for consumers to check their email dozens of times each day.  Using email marketing to promote content and your products and services is a great way to drive more traffic to your website and is a highly effective tool for nurturing leads through the buying cycle.
”My advice to newer agents that are looking to work through the holidays would be to use the fact that you are present and available during the holiday season as the dominant messaging in your marketing. And if you have listings that you are going to be showing during the holidays, have holiday-themed events such as a holiday-themed broker’s open with spiced cider or at your Sunday open house have a jazz musician playing holiday music. You can also take new pictures of the property with some holiday decorations to use in your social media posts.”
What hesitations did your client have before they purchased? What did they experience after? How did they feel about the whole experience? Each section of the before-after-experience testimonial speaks to the hesitations of a potential buyer. The buyer can relate to the feeling a past customer had before they went through the process and relate to the hesitation. They’ll be able to relate to any hesitations a similar customer may have had.
DISCLAIMER: We CANNOT determine or predict the results you will receive with your solo ad. It is your responsibility to have a high converting offer and sales funnel. We can guarantee that you’ll get at least the number of UNIQUE clicks that you paid for, delivered to the URL you’ve provided. There are NO REFUNDS after traffic has started and/or been delivered to you.
Most other marketing channels present ambiguous statistics and analysis, but email marketing campaigns are relatively straight forward. By tying your campaigns into your Google Analytics, it is also possible to observe the behavior that occurs on your website as the result of the email marketing campaign. Understanding these numbers will lead to more effective targeting and higher conversions.
Amazon has a simple way of soliciting these reviews—they just ask upfront how many stars you’d rate the product. The presentation of the request is visual. At a glance, users understand what is being asked of them. Once you click the image to leave a star rating, you’ll be taken to a page that allows you to both leave a star rating and a written review.
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
Time-saving - through automation you can trigger emails to be sent to customers based on an action they have performed on your website - eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.   
Triggered emails, automated emails, transactional emails, behavioral emails—these are all ways to describe an email that is sent by your marketing platform whenever a specific action is taken on your website or app. A very popular behavioral email is a shopping cart abandonment email, which is sent when someone adds an item to their cart but doesn’t finish their purchase.
To generate brand loyalty and develop a brand persona, companies can write newsletters to connect with their audience. Newsletters should be reflective of brand language and tone while reaching out to subscribers on a personal level. Companies often discuss business enhancements, highlight employee additions or successes, link to new website content, share pictures of office outings, and even ask trivia questions – anything to engage with their audience outside of a sales-driven strategy. It is best to plan these campaigns on a monthly or quarterly basis for consistency to remind subscribers of the human quality of the business. Build trust through interesting communication that is not directly intended to drive specific sales.
“I don’t just reach out to listings that are newly expired (like everyone does), but I dig deeper and pay special attention to the ones that expired a year or more ago, that never relisted. I figure that at some point these potential clients wanted to sell, so why not reach out to them to see what their plans are, how they may have changed and how I could help them meet their objective. If their plan is to sell sometime in the future, I offer to assist them with a strategy so they’re ready to hit the ground running when the timing is perfect.”
Though it’s been around a while, email is by no means an outdated marketing strategy for business. Even with the rise of social media platforms and business blogging, email is still the number one way to communicate with your audience. If you are not yet taking advantage of this tried and true marketing strategy, these 15 benefits of email marketing just may be the impetus to get you started.
An eBook acts as a great incentive to get people to sign-up and provide you with their contact details and other useful information that you previously would not have access to. For instance, you could ask them to describe their biggest pain point and provide their mobile phone number in addition to their name and email address. Remember, website visitors are only willing to give up so much information, so the better the value offer, the more information they will give.
Email marketing is, quite simply, using the tools of email to deliver advertising messages. The vast majority of Internet users have email accounts which allow them to receive an almost unlimited number of messages instantly. According to a survey conducted by Pew Internet, 82% of U.S. adults use the Internet, and email is one of the fastest, cheapest and easiest ways for marketers to connect with customers.
You have read every eBook and website you can find to make your Internet marketing business a success. You have invested a ton of time and a lot of money, too. And, to add insult to injury, you have even put your faith in an Internet marketing agency, only to find that they have basically taken your money without giving you any results. Talk about frustration!
Next to guest blogging yourself on different sites, try inviting one of your audience influencers to write a guest blog on your site. Just like you guest blogging on another site, you can give them a backlink and a platform to increase their audience. If you really want a famous person on your site, you might even consider paying her or him for writing a guest post. The goal is that you get a quality article and most likely the influencer will share it with their audience.
Disclaimer: We spend hours researching and writing our articles and strive to provide accurate, up-to-date content. However, our research is meant to aid your own, and we are not acting as licensed professionals. We recommend that you consult with your own lawyer, accountant, or other licensed professional for relevant business decisions. Click here to see our full disclaimer.
With automated emails, you can increase your one-to-one marketing communications and, at the same time, reduce the number of employee-hours needed. Automation is the cornerstone of successful triggered and nurturing campaigns. It’s also another important tool for creating relevant and personalized marketing emails. And thanks to advancements in email-marketing automation software, it’s more affordable than ever, even for many small businesses. For more information and marketing tips on how to harness the power of automation for your email-marketing campaigns, check out the following marketing resources from FulcrumTech:

Spam - commercial email or 'spam' irritates consumers. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The 'click through rate' for untargeted emails is likely to be very low.
It’s easy to track engagement, as well as sales and conversions, in your email campaigns. To make smart, data-driven decisions about your email-marketing efforts and to optimize your email ROI, there are key email metrics that you should be measuring and analyzing. That’s what we cover in this article: “Data-Driven Email Marketing—Key Metrics You Should Be Tracking.” In addition, FulcrumTech has developed an online analytics email-marketing platform—IntelliSents—that makes organizing and analyzing email-marketing data even easier. IntelliSents presents data in easy-to-read dashboards for real-time tracking and monitoring of email campaign performance. Be sure to check it out!
Email marketing automation allows you to automate your sales cycle. Your business can use email automation tools to develop email drip campaigns, which automatically send email messages to individuals on a set schedule, helping you create automatic touch points with customers. You can also set up automation campaigns to trigger certain messages when a user takes an action on your website. For instance, if the customer visits your pricing page but then leaves your site, you can reach back out to them through an automated message to ensure that they don’t have any further questions.
By creating videos that demonstrate what you’re selling, you can garner additional interest in your product or services and give users an inside look at how exactly your product will solve their problem. In addition to having an overarching product demo video, you could also create a series of videos that take a deep dive into specific product functionalities.
For instance, if you have a sale going in a particular outlet, then you can send the email notifying about the sale only to the people living in that area. This gives you the full control of what you want the customers to see rather than using the same marketing content for all the audience. Segmentation helps in ensuring the higher conversion rates since it allows you to personalize the message according to the needs of the audience.
In addition to helping you build credibility, email marketing can also enable you to strengthen your relationships with new leads and existing customers. Through consistent and valuable email communications, you can stay on top of your audience’s mind, educate your readers on the topics that matter most to them, and show your appreciation for their business by letting them know about special promotions.
Emails are still more powerful tool than any other platform like Facebook or Twitter. It simply works great and drive powerful returns. The only thing you need to learn is to use it effectively to achieve the desired results and enjoy the benefits of Email Marketing. Just take some time out to learn the essentials of Email Marketing and implement it in your business for the growth and success.

For over a decade, B2B marketers have used gated content (anything behind a lead capture form that requires the user to trade information for access) to generate leads from their websites. Gated content such as ebooks, videos, webinars, etc. are common assets that can be used as a value-exchange to anonymous visitors on your site who have yet to hand over their contact details.

When it comes to designing an email for a specific offer, the main component to keep in mind is the offer itself. You want the copy to be brief but descriptive enough to convey the offer's value. In addition, make sure your email's call-to-action (CTA) link is large, clear, and uses actionable language. You can also include a large CTA image/button underneath to make the action you want email readers to take crystal clear.
One element that continues to drive the effectiveness of email marketing is the availability of high quality, relatively low cost tools and service providers. Services such as MailChimp, Get Response, Aweber,  iContact, Constant Contact and other quality service providers offer a wide range of email capabilities and pricing options. This is a very competitive market and small businesses are the beneficiaries of a growing list of new features and capabilities offered by email service providers.
×