Connect With Your Ideal Customer Through Prospect Email Marketing
Jul 21, 2022Robin Bass
2 minute read
Maybe your business has built up an email list of customers and interested prospects over time. Or maybe you’ve been too busy to organize your email contacts and send out email newsletters and other marketing content.
Regardless of your past successes and struggles with email marketing, you haven’t missed the boat on this dynamic, engaging marketing solution. In fact, new data-driven approaches to building prospect email lists is infusing this established digital channel with new capabilities that have raised the potential impact of email marketing higher than ever before.
Eager to learn more? Read on for an overview of how email marketing can benefit your business.
Is Email Marketing Still Effective?
As social media, digital video and other engaging content channels have become mainstream options for marketing and advertising, it’s fair to wonder whether more conventional digital channels like email can still offer an impact to justify spending on these campaigns.
Fortunately for your email lists, though, the case for email marketing is as strong as ever. Consider the following email trends:
- 99 percent of email users check their inbox at least once per day, with some checking their email 20 times or more every day;
- 78 percent of marketers in 2020 cited email as important to their company’s overall success—a dramatic jump from 71 percent in 2019;
- The average email marketing campaign generates $36 of revenue for every $1 spent, making it one of the highest-ROI digital campaigns at your disposal.
With high engagement and visibility, along with documented performance reflected in campaign reports, email marketing makes sense for every type of business, regardless of their industry or target audience. It’s no surprise, then, that the global email marketing market is expected to grow by nearly 10 percent annually between 2022 and 2029.
Successful Prospect Email Marketing: It All Starts With Data
Prospect email marketing is about getting in front of, and interacting directly with, highly engaged consumers. But how do you do that exactly? Data.
Your campaign will only be as successful as the data you're using allows it to be. Whether you have your own “in-house” list from your CRM or are enlisting a marketing expert to curate a list for you, you will want to ensure that the data is good.
Is the data verified? Have the users opted-in to receiving email? Are the emails you have still working? These are all questions you should ask yourself as you prepare your campaign.
Once you are confident in the data you can further refine your campaign by layering on targeting such as demographic, interest, and behavioral to help ensure the right message is delivered to the right inbox.
Enhancing Email’s Value Through a Holistic Digital Strategy
The potential value of prospect email lists is further realized when your business is able to leverage email data to inform and enhance campaigns across other digital channels. This is where the value of retargeting comes into play: your business can retarget consumers who have opened your branded emails across display, mobile, social media and other digital channels, keeping your brand top-of-mind and increasing the likelihood of a conversion.
Meanwhile, Match Back lists can help maximize your email marketing ROI by delivering relevant display and video ads to your engaged audience across other platforms they may be on, such as Addressable TV Everywhere.
Clear Performance Metrics to Guide Optimization
As you plan, launch and analyze your email marketing program, access to comprehensive performance data is the resource your business can use to optimize campaigns and push your ROI even higher over time.
From open rates to click rates to retargeting impressions and more, email marketing reports make it easy to evaluate campaign performance—even across different types of devices.
With proven ROI and the ability to grow your email lists over time, there’s no excuse for not investing in prospect email marketing for your brand. A digital advertising partner can help you leverage the data-driven tools required to validate and grow your email list while also using this data to enhance other digital campaigns.
Ready to get started? Contact Cox Media today.
About the Author
Robin BassView All of Robin's Blogs