Why your business needs to invest in email marketing

Email campaigns are an efficient and highly effective way of communicating with the public, new leads, potential customers and your existing clients.

At Ignite Search, we are specialists in email automation and utilising a range of email marketing tools as a way of engaging with people wherever they are in their buying journey.

We use a variety of different email marketing software (including Mailchimp and HubSpot) in order to tailor campaigns to suit your needs and work with you to improve and enhance your channels of communication.

How do we create effective email campaigns?

The key to a successful and effective email marketing strategy is understanding the purpose and function of your campaigns and then tailoring the copy, content and timing to your subscribers’ needs.

This can be achieved by leveraging email marketing automation, creating and then scheduling an ongoing series of emails that are geared towards a particular target audience, depending on the stage they have reached in their buying journey; i.e., emails to new leads will be different from the messages sent to prospects, which will be different again from the content you send to existing clients.

Customised email marketing tools

Creating an automated email campaign is a straightforward means of staying in touch with potential, new and existing customers. An active campaign lets you share information with recipients in a personalised way, tailoring the content, frequency and format of emails to their specific requirements.

This means that effective email marketing campaigns need to be designed with distinct purposes, so that you are encouraging the recipients to take a particular course of action.

What are the benefits to your business of an email marketing strategy?

Creating an automated email campaign is a straightforward means of staying in touch with potential, new and existing customers. An active campaign lets you share information with recipients in a personalised way, tailoring the content, frequency and format of emails to their specific requirements.

This means that effective email marketing campaigns need to be designed with distinct purposes, so that you are encouraging the recipients to take a particular course of action.

Types of email marketing campaigns

For instance, we might set up for you an email marketing service that has the specific aim of attracting more traffic to your website. This will mean that you are getting more value and reach from your copy and content, boosting your SEO ranking and thereby establishing beneficial relationships with email recipients. 

Alternatively, email marketing software can be used as a means of growing your credibility and reputation in your industry. If you are producing valuable, informative and expert content to share without a sales focus, you are nevertheless at the same time growing awareness of your brand and people, thereby fostering in participants’ minds the sense that you are reliable, knowledgeable and trustworthy. 

Even if they are not ready to buy from you at this stage, when they do reach that point, by providing them with useful, informative and relevant content, you have a greater chance of being the supplier or service provider who is at the forefront of their thinking.

However, an active campaign can also be designed with a much more direct intent, so that the content is focused primarily on prompting a sale. These sorts of emails can be tailored to recipients who, as the data and analytics indicate, have already displayed a strong intent to buy, and so the messages can be much more sales-oriented.

Customise your email marketing list

In addition to customising the content, the management of your email list is also crucial to a successful marketing campaign. It is extremely important to segment your subscribers so that they are on an email list that is appropriate to where they are in their buying journey. 

For instance, once a lead becomes a customer, they will likely need to move to another email list, or if a customer has purchased once but not purchased again, you will likely need to send them different types of communications to a regular repeat customer.

Being able to segment customers quickly and easily is a key benefit of list email marketing automation, and as part of an active campaign, we can set up your system so that this function is performed automatically in the background, making it easy to ensure you only send your customers the emails that are appropriate to them and at the right time.

Email marketing FAQs