3 Components of a Successful Email Marketing Program

email marketingFor years now, it has been predicted that email marketing was fast approaching its end. Yet, despite these claims, the demise of email  has yet to arrive. In fact, email is far from dead.

Not convinced? Consider these statistics:

  • Email will be used by 3 billion people by 2020 – That’s almost half of the world’s population. (source)
  • In a recent survey, 97% of B2B marketers used in-house email marketing as part of their marketing strategy. (Source)
  • More than 86% of businesses surveyed in 2016 indicate that they plan to increase their upcoming email marketing budgets. (source)

Love it or hate it, email is here for good. And for good reason– email marketing produces a staggering 122% ROI – that’s more than 4 times higher than other marketing formats, including social media, direct mail, and paid search (source).

Yet, while most organizations recognize the value of email marketing, their results often fall short of expectations.  If you struggle to make the most of your email marketing program, keep reading.

In today’s post, we explore the factors that make up a successful email marketing program.

1.   Executive buy-in

One very important and often over-looked component of any marketing program is executive buy-in. While this may seem like a minor detail, the support of executives can impact every aspect of a marketing strategy.. Think about it, who has the ultimate say when it comes to big decisions?

Your company’s executives act as gatekeeper to the resources you need to implement a  successful email program. In order to access those resources, you’ll need to convince your executive team that email is effective and important.

If you’re struggling to gain support for your email program, here’s our advice:

  • Speak to sales and marketing personnel to uncover the pain points within your organization. Are you struggling with lead generation? Is lead quality a problem? Do you have trouble retaining customers? Whatever the issue may be, explain how an email marketing program will work to resolve it.
  • Go into detail about how email marketing will improve your sales and marketing efforts. Will you be able to reach more prospects? Generate higher quality leads? Improve your lead routing and scoring? Communicate this to executives in as much detail as possible.
  • Explain what it is that you’ll be doing. Do you plan to run nurture campaigns? Implement a customer rewards program? Or automate a process that’s currently taking up time?
  • Provide evidence to support your strategy. Include statistics, case studies, and research from reputable sources.

2.   Smart platform selection

An effective email strategy is one that sends prospects the right content, at the right time in the buyer’s journey. In fact, over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns (source).

However, when your organization has an abundance of leads, all in separate stages of the buyer’s journey, handling this process manually becomes nearly impossible. Luckily, email automation technology is here to help. In fact, nearly 21% of all email marketing revenue is attributed to automated email campaigns (source).

Like most marketing tactics, the effectiveness of an email marketing program can often come down to the technology you utilize to implement it – including your email platform. While the capabilities of the leading email marketing platforms may seem similar at first, not all email platforms are created equally.

If you want to see the greatest return on your efforts, take the time to narrow down the right platform.

To do this effectively, first decide what the ultimate goal of your email program is. Then, determine which services are most likely to help fulfill these goals.

Remember, while the cheapest option may look appealing at first, there is probably a reason behind its affordability. Effective organizations recognize that short-term cost savings can undermine long-term efficiency and efficacy.

3.   A superior team

One common misconception with automation platforms is the belief that this technology can completely streamline your email marketing program – without the aid of human interaction. This is simply not true! In reality, technology should merely be a supplement to human effort – not a replacement.

Once you’ve determined which email platform will serve your organization best, it is time to assemble a team to carry your email marketing program to fruition.

To ensure success with your email program, it is important that the team members in charge have:

  1. A deep understanding of your email marketing platform
  2. Full knowledge of your email strategy
  3. The ability to utilize one to fully realize the other.

Key Takeaways

In short, a great email program doesn’t happen by accident. Success relies on careful planning, analysis, execution, and refinement. To ensure the maximum success of your email marketing program, you have to make an investment in the right people and the right technology from top to bottom.

For a more comprehensive look into email marketing, check out the following articles:

Contact ZoomInfo today to learn how you can improve your B2B marketing efforts.

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