You have set up sending emails. But there are no sales or responses. What could be the reasons — let’s figure it out together with content marketing expert Irina Galka.
According to a global study by the Content Marketing Institute, 75% of marketers use email newsletters in the B2B segment. This is a relatively inexpensive, easy-to-set-up tool that will help maintain contact with the client, warm up his interest in the product, and return him if he “forgot to buy”. 75% of promotion specialists consider this communication channel effective.
Reason #1: Incorrectly defined goals
Email newsletters can take up a significant library shop place in a marketing strategy or be an auxiliary tool (notification of discounts and promotions, distribution of content on a blog, distribution of fresh catalogs, etc.).
Newsletters can also be used to support a thematic blog, direct sales, and upselling related products and services.
The goals of your email strategy determine the nature and frequency of your emails.
What could go wrong: Actions do not produce results.
For example:
You need to increase sales. But at the same time, mailings are sent to a non-targeted wide audience, the subject of the letter has a weak USP, or the letters are of an informational and congratulatory nature.
You need to double your sales in 2 months. But you don’t expand your customer base or run special offers.
You need to increase audience loyalty. But at the same time, you do not send useful content and send only trade offers to a wide base.
We recommend following the SMART what does a tax accountant do and why do you need one? methodology when formulating goals. Goals should be: specific, measurable, achievable, relevant, and time-limited. For example: “We want to double our subscriber base in two months.” A well-formulated goal will itself suggest the means of achieving it: “To do this, we will work out a high-quality lead magnet, which we will launch on social networks and on the website.”
Read the article to find out about current advertising channels in 2023 .
Reason #2. No performers
A non-specialized employee, such as a manager deb directory or marketing assistant, can also compile a weekly mailing with special offers and send it to the database. There are many easy-to-use services on the market that make the process of compiling and sending mailings simple.
What can go wrong: An employee may send an incorrect offer to a non-target segment.
In addition, it is quite difficult to create chains of letters taking into account different consumer scenarios, to write product texts for a specific target audience. There may be several such chains, depending on the trigger events and the “warm-up” of the client. In this case, you will need a separate employee who deals exclusively with email marketing.