First, to address the elephant in the room: yes, email still works! With all the new communication channels and platforms available, every year a handful of “gurus” declare email marketing dead. Soon thereafter, actual marketers who are “in the trenches” doing the work chime in to report that they are still seeing results ranging from good to excellent with their email campaigns. This year is no different, and our clients are using email quite effectively.
It just seems to be human nature that even if someone isn’t engaged by the content of an email, they will often scroll down to the signature block to see who it is from. They’re just looking for a name and title, but while you have their attention, it’s a great time to take a second shot at connecting with them. By adding a little teaser to your signature area, you may just get them to click.
One of the many great features of a marketing automation tool like HubSpot is the ability to set up email workflows that deftly and automatically nurture prospects by delivering the right marketing content in the right sequence. However, as one of the top HubSpot agencies in Colorado, we advise the clients we work with nationwide that in order to make the most of email workflows, you have to use them wisely. “Automated” should never be equated with “mindless” or “robotic.”
“Email marketing” — meaning relentlessly blasting your prospects in the hope of getting a few lukewarm leads — has gone the way of the dinosaur. Email, however, is still a necessary and powerful tool when it comes to connecting with your target market. That said, there is a right way and a wrong way to use it. If you want to leverage email to attract and engage your prospects as opposed to irritating and alienating them, there are certain rules to follow.
I didn’t get your typical start in marketing. Believe or not, this content creator was originally seeking a BFA in illustration. But, like many fledgling college students, based on the input of a couple very pragmatic parents, I decided to switch my major to advertising; the best decision I have ever made.