Email Marketing Plan

Email Marketing: Best Practices in a Multichannel, Multi-Device World

Email marketing is a stalwart channel with dependable ROI. However, best practices for an email marketing plan continue to evolve: today's marketing mix progressively includes new channels and devices. Marketers typically use email to prioritize customer acquisition and customer retention.

The biggest opportunity for a B2B marketer implementing an email marketing plan is to deliver highly relevant content.

If you're spending more on an email marketing plan, you've got plenty of company. While just 5% of marketers plan to decease their email budget, 60% intend to maintain that investment and a full 35% plan to spend more.

Here are some important tips for your email marketing plan:

  • Maximize deliverability using list hygiene, design, and other strategies
  • Use trigger emails
  • Incorporate promotional messages into transactional emails
  • Set annual objectives for marketing funnel stages
  • Have both a push (on your timetable) nurture campaign schedule and a pull (on the buyer's timetable) nurture campaign schedule
  • Use lead scoring to weight the signals that mean the most
  • Analyze where leads get stuck and see what might dislodge them (new content)
  • Establish rapport and trust prior to the beginning of the buying cycle

Email is a good way to collect behavioral data, and combining that with a strong online presence can increase the efficacy of your email marketing plan by shortening the buying cycle. Here are three types of engagement emails that have proven value:

  • Newsletters. Communicate at either a very broad or targeted level. Collect the clicks and usage data and gauge customer interest.
  • Follow-up messages. Use trigger messages in response to a website action. Focus on a specific behavior, thank the customer, or follow up with additional information.
  • Usage encouragement. Send emails to recipients on how to use more of your product, and remind them of the capabilities and benefits you offer.

Upgrading your email marketing plan could be just the kick you've been looking for.


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