Email has an ability that many channels don’t: Creating valuable, personal touches – at scale – David Newman
Email is still one of the most effective ways to market to your audience. Despite the plethora of social media platforms, and devices – email is still the most personal way you can connect with your users. This is why many B2B marketers say that email marketing is their most effective marketing tactic.
There are broadly two types of email marketing – Mass email and Drip nurturing
Mass email, or bulk email is the typical monthly newsletter sent from company to its customers or employees. It needs a communications expert who can create an editorial calendar with a single theme for each month of the year. These monthly mailers need to keep readers engaged, and it takes some effort to make the mailers interesting.
Drip nurturing campaigns are used to turn prospects into buyers, and later even to upsell and cross-sell to your subscriber list. These campaigns allow you to personalize your marketing efforts to match the exact needs of the customer. It is very strategic in nature as you can guide types of users down different paths that are relevant to them.
The campaigns need to be educational. They’re a great way to drive users from their email inbox to your website, and get them to take action.