Two simple steps to revitalize your drooping email marketing campaign

Anyone who has the slightest exposure to computer usage would surely have used emails. It is one of the simplest modes of communication between two individuals or business entities. That is why the number of email users is expected to go beyond 4 billion within the next 3 years. And that is the reason B2B marketers have also held on to email marketing as one of the cornerstones for their respective digital marketing strategies.

But if you ask for candid feedback, several marketers will complain that their efforts at direct mail marketing efforts are not giving returns commensurate with the efforts they put in. The simple reason for this is that targeted mailing lists are no magic wands. If not done right, they can bring more disappointment than success. That is why this blog is written with the purpose of providing two simple yet effective tips to get the best results from an email marketing campaign.

Pull rather than push – There was a time a few decades back when email was the only digital form of communication available, and it was usually one way communication. But in recent years, there are close to 10 weapons in a typical digital marketing arsenal. A smart marketer would cross utilize them to increase the efficacy of each.

In the context of email marketing, it is imperative that a prospect is not dumped with unsolicited email, because most of them will find their way to the recycle bin without being opened. A better way is to entice the target consumers to pull emails toward themselves rather than push emails towards them. This can be done by providing opportunities for a customer to opt in for emails on social media profiles, websites, blogs or even through mobile phone advertising. An opt in email has a much higher chance of being read than an unsolicited one.

Re-engagement is easier – Every email marketer would tell you horror stories of how they keep on adding email leads to their mailing list, but the number of engaged respondents seems to stay more or less stagnant. The reason for this is that fresh additions are usually expected to be more connected and engaged initially, but over time fatigue sets in.

When this happens, they do not feel the need or the drive to keep engaging with the email sender, and feel that simply reading the email is good enough. In some cases, even that is not deemed anymore, and the mail stays unread or gets deleted.

The typical response of email marketers to this is to go out and purchase email ids afresh to add on to the mailing list, and they ignore those who are no longer engaged. A much easier (and cheaper) option is to reach out specifically to those who have fallen away from the circle, and make efforts to engage them again.

If you have been carrying out email marketing for some time but seem to be getting lesser traction in recent months, do try out these two solutions, and you will be able to rejuvenate your email marketing campaign.