objectives for email marketing are
Posted: Sun Dec 22, 2024 9:54 am
Understanding Your Email Marketing Objectives
As stated previously, email marketing requires clear objectives, measurement and analytics in order to deliver the best possible results. In order to achieve this you need to communicate with prospects and clients in a strategic and personal way in order to build awareness and keep you top of mind at all times.
According to the study by Validity and Demand Metric the top :
Communication with customers (71%)
Build brand awareness (69%)
Communicate with prospects (64%)
Generate Revenue (52%)
Capture lead data (29%)
The overall percentage of marketers who reported “building brand awareness” as a key objective in 2020 versus 2019 increased, while the percentage of B2C marketers who report “revenue generation” as a key objective fell by 35%.
You see, today, marketers are using email marketing to build brand awareness, which at its core, is about building trust and nurturing relationships. This is especially important after the year that was 2020. The consumer is now more cautious than ever and wants to develop relationships with brands and learn more about a brand before making any purchase. But of course, email marketing objectives do vary based on company type.
Email Objectives Based On Company Type
Of course, email objectives vary based on the type email lists australia of business using this tactic and this is noticeable when it comes to B2B and B2C email campaigns.
Both B2B and B2B/B2C companies report that brand awareness and revenue generation objectives have increased since 2019. However, for B2C companies and non-profits, the percentage of marketers who report revenue generation as a key email marketing objective has actually fallen dramatically since 2019.
The key takeaway is that B2C companies are now focusing their efforts on creating brand awareness and lead nurturing in order to ultimately drive sales. Email marketing is no longer about “sell sell sell,” but rather a way to drive a consumer through the buying cycle.
So, now that we have an understanding of the importance of brand awareness and lead nurturing - let’s take a look at the challenges that come with email marketing and the best tactics to overcome these challenges.
Email Marketing Challenges and How To Overcome Them
One of the study’s main objectives was to discover the challenges marketers face when using email.
Top 6 challenges facing email marketers in 2020/2021 include:
Competition for attention in inbox (42%)
Poor Email Engagement (35%)
Staffing/resource constraints (33%)
Email deliverability (30%)
Loads of data but unsure of how to use it (25%)
Lack of tools to optimize and personalize emails (22%)
What stands out in the above is that marketers are unsure of how to optimise digital transformation tools to automate, personalize and segment email campaigns for better outcomes. The solution lies in Customer Relationship Management software as discussed previously. With CRM technology you are able to track your campaigns, measure their success and shortcomings, and amend them to ensure the best possible outcomes
By monitoring the success of your campaigns with a CRM platform you are able to gain greater insight into your audience, and this data provides your marketing team with the opportunity to improve campaigns accordingly.
As stated previously, email marketing requires clear objectives, measurement and analytics in order to deliver the best possible results. In order to achieve this you need to communicate with prospects and clients in a strategic and personal way in order to build awareness and keep you top of mind at all times.
According to the study by Validity and Demand Metric the top :
Communication with customers (71%)
Build brand awareness (69%)
Communicate with prospects (64%)
Generate Revenue (52%)
Capture lead data (29%)
The overall percentage of marketers who reported “building brand awareness” as a key objective in 2020 versus 2019 increased, while the percentage of B2C marketers who report “revenue generation” as a key objective fell by 35%.
You see, today, marketers are using email marketing to build brand awareness, which at its core, is about building trust and nurturing relationships. This is especially important after the year that was 2020. The consumer is now more cautious than ever and wants to develop relationships with brands and learn more about a brand before making any purchase. But of course, email marketing objectives do vary based on company type.
Email Objectives Based On Company Type
Of course, email objectives vary based on the type email lists australia of business using this tactic and this is noticeable when it comes to B2B and B2C email campaigns.
Both B2B and B2B/B2C companies report that brand awareness and revenue generation objectives have increased since 2019. However, for B2C companies and non-profits, the percentage of marketers who report revenue generation as a key email marketing objective has actually fallen dramatically since 2019.
The key takeaway is that B2C companies are now focusing their efforts on creating brand awareness and lead nurturing in order to ultimately drive sales. Email marketing is no longer about “sell sell sell,” but rather a way to drive a consumer through the buying cycle.
So, now that we have an understanding of the importance of brand awareness and lead nurturing - let’s take a look at the challenges that come with email marketing and the best tactics to overcome these challenges.
Email Marketing Challenges and How To Overcome Them
One of the study’s main objectives was to discover the challenges marketers face when using email.
Top 6 challenges facing email marketers in 2020/2021 include:
Competition for attention in inbox (42%)
Poor Email Engagement (35%)
Staffing/resource constraints (33%)
Email deliverability (30%)
Loads of data but unsure of how to use it (25%)
Lack of tools to optimize and personalize emails (22%)
What stands out in the above is that marketers are unsure of how to optimise digital transformation tools to automate, personalize and segment email campaigns for better outcomes. The solution lies in Customer Relationship Management software as discussed previously. With CRM technology you are able to track your campaigns, measure their success and shortcomings, and amend them to ensure the best possible outcomes
By monitoring the success of your campaigns with a CRM platform you are able to gain greater insight into your audience, and this data provides your marketing team with the opportunity to improve campaigns accordingly.