Email Marketing
Email Marketing Services
Advanced Email Marketing Services For Small & Mid-Sized Business
Keeping You Top of Mind With New Leads & Old Customers
Would you like to stay top of mind with customers and potential clients? Do your marketing goals include promoting your products and services and driving more people to your website? Then our email marketing services can play a key role in your digital marketing strategy.
PMI’s advanced email marketing services are a cost effective way to grow your business, engage your audience, and build customer loyalty and trust. From branding to client acquisition, you can trust PMI to effectively design, monitor and manage your email marketing campaigns at a fraction of the cost of what most agencies charge.
Creating Your Email Marketing Strategy & Action Plan
Get Big Agency Email Results at a Fraction of the Cost
Our comprehensive Email Marketing Services leverage the best techniques and technologies backed by creative copywriting services to deliver proven results at an attractive price. With your input and feedback, we’ll craft an email marketing strategy that reflects best practices for your industry and reinforces your branding and marketing goals. Working within your budget, we’ll craft a plan that squeezes the most from your marketing dollar, delivering big agency results at a fraction of the cost.
Email Marketing Strategy Considerations
A successful email marketing campaign begins with defining clear goals and then building a strategy to achieve them. We’ll work with you to clarify your high-level email campaign goals. Here are a few to consider:
- Build trust
- Stay top-of-mind
- Gain repeat business
- Promote specific products or services
- Convert prospects and leads into customers
7 Keys to a Great Email Marketing Plan
Our Email Marketing Action Plan is a structured approach that produces results. It leverages the right blend of the seven elements shown below, relative to your marketing budget, goals, and level of participation and contribution from your in-house staff.
It consists of these 7 elements:
- Decide How Email Marketing Can Support Your Sales Funnel
- Develop a High Quality, Segmented Email List
- Create an Email Content Development Calendar, Assign Responsibilities
- Identify Opportunities to Share Email Content on Social Networks
- Decide if Email Personalization Will be Used and How
- Decide if Automation, Triggers and Lead Nurturing Will be Used and How
- Select the Right Email Marketing Software
Regardless of whether you go it alone or engage our services, you'll find these 7 elements helpful in developing your email marketing plan ...
#1. Decide Where Email Marketing Fits Into Your
Sales Funnel
Your sales funnel defines the process or steps by which people become increasingly engaged with your products and services as they move from initial discovery to initial purchase, and then to repeat business and even to referring others to do business with you. Email marketing can be used to support virtually any phase of the sales cycle.
For example, when a contact initially fills out a form on your website, this could be used to initiate a series of emails at planned intervals to keep your services top of mind. If they indicate greater interest by filling out a form to receive a report on a product or service, this could initiate a different email stream appropriate to their level of interest. Likewise, if they visited your booth at a trade show then one or more personalized follow up emails could be sent. Email marketing can also be a great way to announce new products or services, and as a means of following up with customers who have made a recent purchase.
#2. Develop a High Quality, Segmented Email List
An effective email marketing plan demands an accurate and relevant email list. In developing your contact list, consider the sources available and whether you are leveraging every opportunity to collect email addresses and contact information, including trade shows, seminars, point-of-sale input, web forms, interactions with new contacts, etc.
Each email address should then be assigned one or more categories within your contact database. The database could be as simple as a spreadsheet with columns for each category. For example, customers could be assigned a customer type that segments leads from customers and repeat customers. Customers could be further segmented by sales volume (low, medium, high), or by sales frequency. Likewise, customers and leads can be segmented by product or service group determined by the things they have purchased or in which they have expressed interest.
If you are using a CRM system then you have an excellent source of contact information and email addresses for contacts within your CRM pipeline. If your CRM system utilizes a lead scoring system then you already have the technology required to easily create highly segmented email lists.
#3. Create an Email Content Development Calendar
We’re happy to lead a brainstorming session with your internal staff to identify a range of topics and opportunities for your email campaigns. A well-structured session can elicit enough ideas to fill your email calendar for many months. Email topics can be based on things like educating customers on your products and services, on events such as new product launches, on the questions asked of your sales force. They can be designed to support each phase of your sales funnel as explained above.
After a list of ideas has been generated and approved, then it’s time to assign responsibility for developing content. Many businesses lack the internal resources to create quality content on a consistent schedule. Our services can eliminate that bottleneck while delivering a professional, persuasive message to your leads and customers.
#4. Share Email Content on Social Networks
Email content should be analyzed for opportunities to multiply its impact by re-purposing it for other channels, including social media. A common use of this technique is to create an email linking to your latest blog post, and then to create a social media message linking to the post.
Email content that has been segmented based on your contact list can be likewise segmented to your social media. For example, email content appropriate to your consumer base might be shared on Facebook, while B2B content may be targeted via LinkedIn.
#5. Personalize Your Emails Where Appropriate
Email personalization may be as simple as embedding individual names into your subject line or email text. More sophisticated uses include targeting your messages based on lead scoring, pages visited on your website, and content downloads such as white papers and free reports.
Different personalization strategies may be warranted for various segments within your contact database. In some circumstances it may be better to avoid personalization.
#6. Decide on Email Automation
Email automation can be used to save time, improve productivity, and to increase the frequency of email engagement. Examples include automatically releasing emails at predetermined dates and times, and using lead nurturing to schedule a series of timed messages based on triggering actions such as automatically following up with customers who have abandoned their online shopping carts.
Sophisticated forms of automation typically require more time and effort to set up, as well as more costly software. However, once created, they may operate cost effectively depending on the scale and scope our your email marketing requirements.
#7. Select the Right Email Marketing Software
The information gathered in the prior steps will define the required capabilities of your email marketing platform. Fortunately there are a variety of platforms and price points with features ranging from basic to highly sophisticated. Some are relatively affordable and all are highly scalable. Some are intended primarily as stand-alone systems, while others serve as an integral part of a larger all-in-one marketing system. Some include limited technical support via email or chat, while others include 24/7 phone support.
Integrations and Technical Expertise:
Most email platforms are capable of integrating with other software from form submitters to full-blown Customer Management Relationship (CRM) software; however, the range of integrations varies. If your internal staff will be performing some or all of the technical email tasks then an easy-to-use solution like Constant Contact
that includes phone support may be a smart choice. If you are not currently using an email platform, or if your current platform lacks the features needed to support your email strategy then we’ll recommend an appropriate solution as part of our marketing strategy service.
Some helpful features you may need in an email platform:
- 24/7 phone support
- Google Analytics integration
- Ability to segment a contact list
- Gmail email address import capability
- Email templates to cut the time to create attractive emails
- Survey tools to embed surveys into your emails or website
- A/B testing to compare multiple email messages before launching your email campaign
- Ability to create sign-up forms that automatically load email addresses to a contact database
- The convenience of single opt-in for adding email addresses to your database (vs. double opt in)
- Social media marketing integration to automatically share your email messaging on social media
- Custom auto-responders that automatically send emails and “drip campaigns” based on “triggers” such as filling out a form
Value-based features include:
- Money-back guarantee
- Ability to send unlimited emails at no extra cost
- Monthly contract with easy cancellation should you decide to migrate to another platform
Learn more with PC World's in-depth email marketing software review:
For in-depth reviews of many of today’s popular email marketing platforms and a helpful comparison chart, please see this post from PC World: The Best Email Marketing Software of 2018. It includes individual ratings plus the rationale behind the Editor’s Choice awards.
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