By now, most online businesses are employing some form of email marketing in their overall marketing efforts to brand and promote their business to new and existing customers.
However, businesses are still struggling and failing to unleash the full potential and intrinsic value of an effective email marketing program.
When it comes to email, there are 4 basic areas to focus on that will help you avoid the classic email marketing pitfalls of the “many”.
The following 4 points aim to shed light on how to better use the email channel to grow your business, build relationships with your subscribers and increase conversions.
The tactics below describe the arenas in which email marketers must carefully apply their efforts to determine which forms of communication best serve to connect with the intended target audience (at precisely the right moments in time).
1. Misalignment With a Customer’s Life Cycle
Email marketers must be mindful of the notion of a target audience’s “Life Cycle” (or Customer Journey).
What does this mean? An audience’s life cycle is the precise stage that a current (or potential customer) is or may be at any given instance in their interaction with your business and brand.
For potential customers, this life cycle is undoubtedly different than it is for your existing/repeat customers, as they may still be in the preliminary stages evaluating your company or product among other competitors in the field.
Unlike potential customers, your current customers or purchasers may be awaiting a new offering, an improvement update or even a specific time sensitive offer for repeat a order.
As you can see (with this very simple example), your customers can and will be in different stages and touch points within their individual journey.
The example above also sheds light on the importance of knowing what specific stage that your particular target audience falls into, because this will help avoid the pitfalls of a “one-size-fits-all” approach that is less effective when it comes to email marketing.