Email Marketing 2.0


Email Marketing 2.0I’m pretty sure that my email inbox is going to drive me to the funny farm.  It’s the only thing that I can never quite seem to get on top of.  The other day, I received an email with the subject line, “Stress Management for Women.”

Maybe they know something about me that I don’t, but I’m NOT a woman and I’m definitely NOT STRESSED!!!  Ok, maybe just a little bit

The point is, companies are turning to email marketing frequently because it’s cheap and it’s effective.  But, recent studies show that about 90% of all email sent is SPAM.  I would argue that 5% of the rest is borderline (like my Stress Management for Women email) – not relevant, not timely and to the wrong target.

The problem for small business owners is that we have to try and get our legitimate email to our prospects and customers amidst all the irrelevant junk that’s out there.  It’s like being the needle in the haystack, hoping you’re found.  Recently, the emergence of Email Marketing 2.0 is giving small businesses a way to stand out and be relevant and found in the email world.

An Analogy

The first key is to realize that traditional email marketing won’t cut it if you’re serious about marketing online.  I often equate traditional email marketing practices with a bad sales rep. A bad sales rep will typically memorize the spiel and “data dump” on the prospect regardless of what the prospect says, regardless of the person’s body language and regardless of any buying signals. Bad sales reps are annoying and inefficient because they don’t respond to prospect behavior or adapt the message for different people.

A good sales rep, on the other hand, will listen carefully and adapt the message to each person’s individual needs. Good sales reps sell significantly more because they are always able to share something relevant and valuable to the prospect. They listen, adapt, and respond with the right message for each individual prospect every time.

With old email marketing practices, small business owners are forced to send the same message to everyone on their list regardless of the level of interest they’ve expressed in the product or their place in the sales cycle. These messages can be perceived as SPAM, repelling customers and prospects instead of bringing them to your business in a strategic way.

Email Marketing 2.0

Email Marketing 2.0 is based on the techniques used by good sales reps. Messages should be adaptable, flexible and responsive to the desires of the recipient.  Email Marketing 2.0 allows you to actually “listen” to your prospects and customers, track their behaviors and preferences, and ensure that what you send is always relevant and timely.

Imagine that a potential customer receives an email from you and expresses interest in one of your products – your email marketing program should be able to “detect” that interest and make the appropriate change.  In some cases you might want the system to automatically send an email with a link to your shopping cart.  In other cases, the system might notify one of your sales reps to give them a call.  Either way, Email Marketing 2.0 can help you ensure that every prospect and customer gets the message that is right for them.

This is made possible because Email Marketing 2.0 has a built-in customer database (CRM) that tracks all customer activity (just like a good sales rep who listens).  Now, prospect and customer data stored within your email system can be leveraged in order to market intelligently to your customers’ needs. The end result? You send more relevant emails to your prospects & customers, they respond and buy more of your stuff, they appreciate you for it and you’re all happier.

The bottom line is that Email Marketing 2.0 gives you the ability to send the right message to the right person at the right time.

How to Make the Shift

A few best practices for changing your email marketing tactics:

  • Track when prospects and customers fill out forms, open emails, click links, visit your site and buy products.
  • Use that information to tailor messages that are relevant and interesting to your readers.
  • Create content that both focuses on your product and gives readers interesting and helpful information.
  • Look for a system that automates your follow-up – this will save you time and money.
  • Learn how to segment your list based on customer activity.

By using Email Marketing 2.0, small businesses can execute elegantly targeted marketing campaigns in the same way big businesses do, without sending SPAM to their readers.  These types of integrated tools are an emerging trend.  Find the one that’s right for you and your business.

22 Comments ▼

Tyler Garns


Tyler Garns Tyler Garns, Business & Marketing Strategist at Tyler Garns Marketing LLC, has over 10 years of experience in the field and is a recognized expert in Internet marketing. Tyler specializes in building "done-for-you" campaigns. You can follow him on the Tyler Garns Blog.

22 Reactions

  1. TJ McCue

    Email marketing gets slammed a lot lately and small biz owners may think it is not as effective, but study after study show that if you do it right it is one of the best ways to build and maintain biz relationships. And these studies are not just the ones done by the email marketing pros – but by the MarketingSherpas of the world. Solid research. Email isn’t going away any time soon. Don’t neglect to build a list. And, as Tyler points out, don’t forget to segment your list and send relevant communication.

    Even though I’ve been around the email marketing space and I’ve done paid work for Infusionsoft (full disclosure), I have learned a ton from their educational posts and ebooks. Thanks Tyler.

  2. Martin Lindeskog

    Tyler: I have to “chew” on your post for some time. Have you listened to John Jantsch’s interview with Joseph Jaffe? He is the author of the book, Flip the Funnel: How to Use Existing Customers to Gain New Ones.

    http://www.ducttapemarketing.com/blog/2010/05/27/the-marketing-funnel-is-broken/

  3. What you’ve essentially said in your conclusion are the priniciples of direct marketing as applied to the internet. Not so much as marketing on steroids as accelerated marketing.

    Also, have you noticed that, no matter how much you may hate junk email, once they stop coming you miss them?

    No?

    Huh, I must be weird.

    Best,
    Rezbi
    http://commonsensedirectmarketing.com/

  4. email marketing is slightly down after mobile marketing come into watch. today most of the companies looking towards combile marketing campaigns to reach at customer door.

    http://www.txtimpact.com
    (sms gateway and mobile marketing solution sprovider)
    228 Park Avenue S
    New York

  5. Great post! Whoever said spam folders were going to wipe out email marketing?

    After releasing a 2009 study on online marketing, Forbes Media affirmed that email and e-newsletter marketing proved to be the second-most effective tool for generating business, following search engine optimization (SEO)… http://bit.ly/a7myWW

  6. Agreed that email marketing can still be effective, I just personally disagree with it. Unless used on a small selective few, with the ability to personalize, I don’t like email campaigns. Nor do I suggest them to clients. But this was a great outlook, and I appreciate it.

  7. I think it’s important to make distinctions about email marketing when it comes to existing customers and prospects. The same guidelines don’t apply to the two audiences.

  8. Thanks everyone for your comments. BUZZ media, I’m interested to know why you disagree with email marketing. You mention that you’re ok if you can send to a select few. So, a big list is bad? What if you can manage a huge list but you effectively send only relevant, targeted, & requested information to each person in an individual manner. That’s the promise of Email Marketing 2.0. By having a CRM that tracks all customer behavior & preferences, you can have every email be extremely relevant to every recipient (and still have it be automated).

    Jenny, you make a great point too. Each audience is different. Again, that’s why Email Marketing 2.0 is so powerful. You can keep each audience separate by segmenting your list any way you like.

    Thoughts?

  9. guess SEO and SEM took over email marketing

  10. Thanks for telling about the email marketing tips. It will help me alot in the world of email marketing…..

  11. hello every body how are u you tiank you for look website
    bey

  12. Email marketing can be very effective with the right practices, and software that lets you monitor results in real time.

  13. I am really agree with article points about the advance email marketing. However email marketing is more effective when it is used to only target their known or targeted customers. Combine social media and email marketing to get more targeted results.

  14. Your tips seem to focus on today’s current info marketers and how they work. I’m not sure I see how to apply the ideas to building a long term relationship with a monthly newsletter, i.e. such as a gardening company or handyman might do. They offer generic services where the customer picks the specifics … very different than an info product.

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