Email Marketing is an evergreen marketing strategy that has been around for many years.
There have been marketing gurus that have touted that one day, email marketing would die. And yet it ever lives. Individuals and companies still buy email lists for marketing and use it to their advantage.
However, the biggest thing throughout time is being able to understand how to use it with your target market as industries, times, and technology evolves.
What is most important now more than ever, is to be able to craft a relevant message to your target audience. In the wake of this pandemic, the needs of people are changing and the needs of businesses are changing. So, instead of approaching target marketing the way that you did six or seven months ago, you have to target it a little bit different now.
What was relevant to your audience, 6,7,8 or 9 months ago, might be totally different now(depending upon your target markets industry).
Finding a new relevant message
Let me first start out by saying, even if you don’t yet have an email and are considering the option to buy an email database, this information is definitely for you!
Since everything in our world has turned upside down, it is important to check in with your target audience to see what has changed for them in their business. This will help you determine if you need to develop a new relevant voice.
A check-in message with them could go something like this:
“How are you? This is a crazy time in our world and I know most businesses have taken a hit. I just wanted to check in with you and what your business needs, right now. We have worked together before in certain capacities, but I want to make sure I can meet your needs according to what is going on right now.
How can my company meet your needs?”
Based on the answers you get, you can create more relevant email messages going forward. Yes, you can try this experiment out when you can buy an email list for marketing.
Develop a relevant email message series
After you send your inquisitive email, from the information you have received, pitch your products and services to match what they have told you. Of course, every message does not and should not be too sales-y. Be sure to add genuine value and care.
Don’t neglect social media outreach
You can even reach out to customers on social media (even if you decide to buy an email database). I would implement this strategy when you have emailed them without any response. This, of course, takes a little bit more time, but it is more personal. And it shows that you really do care about this client or customer. So, don’t be shy to send them a private message on social media. Just following up with them. Seeing how they’re doing. Seeing how you can help them out.
Right now, it’s all about being relational and showing true care, in a crazy world that is changing.
Another great reason to incorporate using social media( as another connecting point) is powerful because now people are getting more solicited emails than before. Sometimes your target audience just may not even want to go into their inbox, because of the increase of unsolicited emails.
However, If you reach them through social media, chances are they’re checking that multiple times a day. You can alert them to the message you sent just in case they didn’t have a chance to see it.
Don’t forget to utilize consumer records
Another strategy that I would employ is to connect your current consumer records with the most up to date and reachable emails. You don’t want to be sending out emails to people whose inboxes are now expired or have changed.
Taking the time to make sure your consumer records match up with the correct email address. Not only saves you money but also gives you the opportunity to increase your profit by having the correct emails. And again, you can also follow up with people through social media; If you are in doubt about their email address.
Find a way to get personal through email
It’s great to be able to send a broadcast email to all of your target audience. But, why not once a month or so, send out individual emails to your clients and customers, customize it and send an article that might help. If you have a few extra minutes to write tips that are specific to a particular individual on your list, even better!
Do something that shows you are also there to help nurture and grow their business on a personal level.
Times are changing, but email marketing is truly here to stay. To make it work for you, NOW, time spent figuring out how to be more creative and personal with it, will only serve to increase your bottom line!