5 uses for email marketing that you might not have thought of

Posted under Email

You receive loads of emails every day, many of them spam, some just not relevant and if you’re lucky one or two that you want to read. Obviously a good subject line helps but what else can you do?

Cutting through the email noise and compelling recipients to open your emails can be quite a challenge so we thought we’d come up with some alternative approaches to spice up your email marketing.

1.Nurturing interest

This is the expression given to gently building up a relationship by email with your target audience. A good example would be encouraging a visitor to your website to sign up for more product or service information, and then providing a series of emails with useful content and advice about the product or service they were interested in, over a period of days or weeks.

Another good example of this is to offer a download of free content from your website and then sending a series of nurture emails based on the content they now have. This is the sort of thing I mean:

nurture emails

Following this I would expect to receive a series of “nurture” emails to capture my interest further.

2. Topical information

Whilst planning your email marketing activity in advance (content planning) is still an excellent idea, sometimes it pays to “interrupt”. It pays because you use it to provide useful information and advice to your contact list, preferably responding quickly to news or events.

Earlier this year we did this to highlight the heartbleed bug alert, the day that the security flaw was announced in the news.

3. Invitations

Email marketing can be highly effective for events. Not just because it’s a quick way to send out the message to your target database, but because you can quickly track who hasn’t signed up/responded and re-target them to improve attendance.

event email marketing

Once delegates have registered for an event, you can send reminders to ensure that they attend in the day or at least tell you if they now can’t. If you track conversions you’ll be able to see really quickly how well this works.

4. Customer insight research

Asking your customers what they think is a really useful way to gather data and even help you to create some unique content. Using email marketing to do this is quick and easy for you and the recipient.

Most email marketing software also provides or works alongside survey software so you can track results to your questions that way too.

5. Blog round up 

Are you blogging? If you are an easy way to stay in touch with your clients is with a regular email rounding up latest blog posts as a reminder that you’ve got lots of up to date content to share.

As with any online marketing activity it’s good to test and track anything you try and then you will get a much better insight into what works best. If you haven’t used email marketing in any of these ways before it might be time to experiment.

If you’re looking for further inspiration, here is a great set of examples from Mail Chimp on some “alternative” email marketing messages.

Karen McNulty

Karen joined Media Matters in 2007. She is an accredited trainer and Chartered Marketer (with the CIM) and has worked in the sector for over 20 years. She is passionate about technology and loves to keep up with new innovations and trends around Digital Transformation, digital marketing and cloud computing. A strategic, dynamic and innovative senior digital marketer, Karen has a rich and varied portfolio of experience in a variety of disciplines, industries and verticals.

Karen actually left us to pursue her interest in IT for a two year spell but couldn’t keep away! She has returned full of beans to raise the profile of digital and cloud marketing opportunities for business. Her role as operations director covers all things “techie" both in house and with on-boarding clients.