top of page
  • BY JENNIFER R GLASS

Understanding Digital Marketing and Email Strategies

It is critical that one understands digital marketing and email strategies if one wants to succeed in sales. Simply put, digital marketing refers to the promotion of a product or a service on one or more digital platforms. Using platforms and services such as social media (LinkedIn, Facebook, X, Instagram, etc.), search engines (Google, Bing, etc.) and websites, you create content that’s interesting to the person(s) buying your product. Everything from the words used to the platforms used, and the people on those platforms determine if the digital marketing effort is effective or ineffective.


How does one bridge the gap between effective digital marketing and sales? Email marketing. By sending personalized emails to the right people at the right time, businesses prosper. Email marketing operates on a simple premise. You create a digital list of people that you think might make for good sales leads.


If business is to achieve sales success in today’s buyer-centric digital age it must engage with the basic concepts of digital marketing. It is crucial that business understands how to create content that will interest its target market, the importance of digital promotion using social media and the fundamental values that businesses need to follow, in order to ensure their website is recognized and recommended by search engines on the Search Engine Results Page (SERP). Through implementing these various digital marketing techniques, business can create awareness and traffic, which in turns generate interest and leads. To stay ahead of their competition, marketers need to keep themselves aware of what is happening and how these changes can benefit business.


Effective Email Marketing Strategies

One of the most important things a company needs to do in this digital age is to have a strategy in place for email marketing.


The first of the five tips that go along with email marketing is the subject line needs to be compelling enough to make the recipient read it. Confirming the benefit can often garner more opens, such as “Confirm your subscription to gain access” or “Don’t be shy, I’d like to send you

something to be able to gain access to content, such as our tips and secrets”.


The second tip is to personalize the emails, as this increases the open rate along with the click-through rate (CTR).


The third tip is to make sure the email is mobile-friendly, as SuperOffice 1 found that 81% of people use the device to check their email.


The fourth tip is to make sure you have a call to action (CTA) in every email, which can also increase the click-through rate, as well as having the click rate in the last sentence or PS statement, which should be between 18-25 words.


The fifth and final tip is to include various aspects, including having visuals, to mail.


woman's hand with network in it
Understanding Digital Marketing and Email Strategies

Implementing Digital Marketing Campaigns

Building digital marketing campaigns starts with the organization deciding what its objectives and goals are then trying to figure out who that target audience is to meet those objectives and goals.


From there, the company comes up with a creative piece of content that is connected to the brand and will grab the attention of the target audience. Following the creation of the content the organization uses all different types of digital media key tactics such as Search Engine Optimization (SEO), social media, paid tactics like display ads to drive awareness to the creation within the target audience. Consistency is key because business relies on and always wants new consumers in the target audience to see the message as well as really help influence those consumers who have viewed it multiple times to purchase. Organizations must measure and analyze the campaigns down to the granular level and adjust accordingly to improve the campaign’s performance.


Businesses can use tools like Adobe’s Analytics tool or whatever CRM/mailing system’s tools you use to see how the campaign has been performing and if there are any necessary quick fixes which need to be made within the campaigns. The implementation can be the difference between a successful campaign or one that is a failure because the whole intention of running a digital marketing campaign is to get to the stated goal.


Creating a Winning Digital Marketing Campaign

To create an effective digital marketing campaign, you need to know and understand your target audience and the best channels on which to reach them. You will need compelling content, carefully aligned to your brand’s message, and most importantly, you need to work towards clear and defined goals. Don’t forget the importance of using great visual content – memes, videos, photos and more – along with clear calls to action (CTAs) to make your campaign more engaging. Finally, make sure you monitor and measure your activity and adjust it to make improvements.


Optimizing Email Campaigns for Sales Success

You might think that the process of writing an email doesn't end until you hit the send button, right? Wrong!


Who you send it to and when you send the email, and other important details should all be carefully considered. Think of it this way – if you have a campaign that you’re sending out too close to an event or too far out, it may not work for your goals. Or, if the message and audience are not aligned, it too will not likely connect in a successful manner.


If you don't consider these key items, your email may never get opened or worse – marked as spam! You can have the best email content in the world but if you deliver at the wrong time no one is going to read it. Choose your delivery time wisely so you can make sure your email gets seen, and not sent to the trash or spam box. You can also increase the chances of your email being opened by including: more than one recipient. Send your special offer to your customer and include a ‘’forward this email to a friend’’ link to make it easy for them to bring your company some more love too.


The Importance of Analytics in Digital Marketing

Analytics plays a key role in digital marketing by providing valuable insights into the

effectiveness and profitability of your various strategies and campaigns. It provides you the opportunity to evaluate the traffic to your site; conversion rates; knowing about any problem(s) that you have on your website; knowing what to improve upon and optimize to increase your return on investment (ROI). Analytics helps us to learn more about our audience, identify the trends and areas of improvement. It has the power to refine your existing strategies and improve its success rate when you have the right analytic tools and metric.


Utilizing Data Analytics for Marketing Success

To be successful in marketing you must learn to use data analytics and understand what it all means.

With the correct tools and metrics, businesses can measure their Key Performance Indicators (KPIs) and keep an eye on how future campaigns stack up against older ones based on these KPIs. These KPIs could be focused on the amount and type of website traffic, conversion rates, and engagement rates or other specific areas that you need to track within your own organization. With access to this data a business can make better decisions to exploit your marketing strategies, segment your audience properly, and grow your ROI from your campaign.


When you have factual data, you can track and monitor the changes you make to see the improvements or lack thereof.

Measuring Email Campaign Performance

Measuring the performance of your email campaigns are important to assess their success and effectiveness as a part of your overall marketing efforts. By tracking key email campaign performance metrics such as open rates, click-through rates, conversion rates, and unsubscribes, you can gain valuable insight to the impact your email campaigns are having. These metrics can help determine if the campaign resonated with the audience; if the subject lines are compelling enough, and if the call-to-action was strong. By analyzing these metrics, you will see what needs improvement and begin making data-driven decisions to ensure your email campaigns are optimized and your results improve. Below are some of the key email

campaign performance metrics you should be tracking.


Key Email Campaign Performance Metrics

Metric

Brief Description

Open Rate

The percentage of recipients who opened the email.

Click-through Rate

The percentage of recipients who clicked on a link within the email.

Conversion Rate

The percentage of recipients who completed a desired action (i.e. made a purchase) after clicking on a link in the email.

Unsubscribe Rate

The percentage of recipients who unsubscribed from future emails after receiving a particular campaign.

Personalization and Targeting in Email Marketing

Personalization and targeting are crucial elements in email marketing. By segmenting the audience of your email campaigns based on their demographics, preferences, or behavior, you can create personalized and hyper-targeted email messages that resonate with individual recipients. This level of customization enhances customer engagement and increases the likelihood of your prospects taking action – such as making a purchase, registering for a program or opting in to receive more information about a particular product or service. Personalized emails have a higher open rate and click-through rate compared to generic ones, as they provide recipients with relevant content that meets their specific needs. By leveraging data analytics and customer insights, businesses can create more effective email campaigns that drive sales success.


Automation in Digital Marketing and Email Strategies

Automation is a key feature of a digital strategy or an email strategy for a lot of companies these days. Automation allows for teams to be more efficient by automating a lot of their day-to-day responsibilities. Put another way, automation allows an organization to stop doing, or cut back on doing mundane and repetitive tasks which are currently done manually, using an email program or platform. For example, instead of the email campaign team needing to manually hit send on emails after they put together a particular campaign each time they want to send an email to a segment of their marketing within a defined target parameters, and have to go in and change the parameters each time, a campaign can be set up within the email platform to go out at a certain point out in time to a certain group of people.


Automation allows an organization to stop doing, or cut back on doing mundane and repetitive tasks which are currently done manually.

Many CRMs (Customer Relationship Management systems) today have some sort of

automation built in with more advanced platforms like GoHighLevel that we happen to use in our business offering even more advanced automation workflows and more to help our team get even more done without needing to manually take action on every step that businesses needed to do many years ago.


Leveraging Automation Tools in Marketing

Automation tools are very important when it comes to marketing. A lot of the marketing efforts that are used can be very time-consuming for businesses and it allows them to save time and money by automating them. Some of the tasks that the tools do for the marketers is scheduling media posts so that someone in the company does not have to always be on Facebook, Snapchat, or Instagram every day, all day. Automated tools also make it possible to quickly and easily run the numbers on your marketing campaigns which, in turn, makes it easy to decide if the campaign should be continued or if it should be stopped. Another thing that can be done with these automated tools is that it allows a person to be able to manage their customer’s relationship automatically – such as recommending when to purchase an item they frequently order so they don’t run out of stock or sending out birthday greetings to the customers to show them how much they are cared for at the business. Lastly, one of the most important reasons why automated tools are good for businesses is that it allows companies to nurture the right leads in an effort to pass only the most qualified leads to the sales team.


Automating Email Campaigns for Efficiency

Let’s look at an example of how an automated email campaign can be beneficial and an important tool in a business owner’s arsenal. For this example, we’ll look at Mary, a real estate agent that is looking to sell a house. An automated campaign allows Mary to automatically send new emails to her email list, keeps sales moving forward and sends prospects new information on the houses that they are most interested in. She can also use these automated campaigns to solicit new listings, share new businesses opening in town and much more as a way of offering value to her clients and even referral partners in town without needing to manually send out messages each time a listing or client needs it – it’s just one or two clicks after the initial data entry of the prospect and boom!


Conclusion

To be successful in your sales you need to align your digital marketing plans with your email strategies. By combining these strategies, you create a cohesive and perceptible message to deliver to your current or potential customers. When your digital marketing campaign aligns with your email campaign, customers are more connected, increasing your reach and your potential to sell your products and services. It also makes your campaigns easier to track with data analytics to see what worked and didn’t work. If you see that your conversion rates are down, you can clearly tell what you need to improve on. When analyzing the data from your campaigns, you can also see the important KPIs in your email campaign, including open rates and click through rates.


When it comes to determining the success of digital marketing campaigns, businesses should look at the metrics that provide helpful and sound data. When looking at a digital marketing campaign, some of the helpful metrics to track include click-through rates (CTR), conversion rates and return on investment (ROI).Click-through rates, also known as CTR is the percentage of people who click a link. This tells us if people are interested in the campaign and how it drives traffic. Conversion rates help us determine are recipients are doing what the business needs them to do.

In other words, how many people filled out the form. Return on Investment, also

known as ROI is a great fundamental formula that tells a marketer is the project/campaign earned money or not.


>

Meet the expert:

Jennifer R Glass is the CEO of Business Growth Strategies International, the only company to offer business growth coaching along with smart payment processing solutions, marketing plus web hosting, and design solutions designed to increase a company's bottom line. Jennifer is an award-winning business growth expert and TV show producer who works with small to medium-sized businesses to help them find the money they are leaving on the table. She is also the author of multiple works including her “It’s the Bottom Line That Matters” series.


Dive deeper into her wealth of knowledge:


Follow:

Comentários


bottom of page