Having an e-mail marketing strategy in place for your CPG brand is crucial in taking the next step to drive awareness, consideration, & sales with your consumers. Strategic e-mail marketing nurtures your relationship with your brand’s consumers, keeps your brand at the top of mind, and is the link between digital and field marketing to generate sales.
You may currently be reaching your consumers through various avenues including a social media presence, through PPC ads, and by engaging in experiential events. However, e-mail marketing is still shown to be one of the most effective marketing tools to reach your target consumers. In fact, as of 2020, e-mail marketing has an ROI of $36 for every $1 spent. It is hard to find a comparable ROI strategy in marketing. So, why is this? Let’s take a look at three benefits of including an e-mail marketing strategy:
Three Benefits of Including an E-Mail Marketing Strategy for Your Brand:
- It is one of the most cost effective ways to place information in front of a strategically targeted audience.
- You have full control over who receives your e-mail in comparison to social media marketing. With recent changes by Facebook, or Meta, the people who actually see your posts in their newsfeed has dropped dramatically. Now you have to use promoted posts to have any meaningful reach. Email is at least 4 times more effective in reaching your audience than Facebook.
- As many of us know, it is 25 times more expensive to gain a new customer than to keep a current one, and that applies to consumers of a brand, as well. Nurturing the brand’s relationship and positioning with a consumer who has been involved with your brand in the past is the most effective way to increase sales!
Did you know that, on average, consumers need to see content from a specific brand at least 7 times before they even take the first step? As a brand, it is imperative to earn your consumers trust and show that you are an authority in the space for the product or service you are offering. Only then will your consumer take an action towards reaching out for more information or purchasing your product.
How to Get Your E-mail Marketing Strategy Started Today
When starting out with implementing your e-mail marketing campaign (or any new endevour, for that matter), keep the following quote in mind: “You don’t have to be great to start, but you have to start to be great” – Zig Zigler, Motivational Speaker.
In other words, start somewhere and celebrate your small successes. You can begin with one e-mail per month sent to a select group of consumers, for instance, and build from there.
Start with a database of consumers that you may have gathered from social media, your website, or in person events. Create a strategic campaign to include a catchy headline, some fun visuals, and content that is of interest to your consumer. After sending a few e-mails out you will then be able to have some data on which e-mail had a higher open rate, as well as other metrics to help you determine which e-mails are of more interest to your consumers.
When thinking about the content and information to send out in e-mail, put yourself in the shoes of the consumer and think about the overall goal of your messaging. Are you looking to educate your target consumers on a specific product/ feature or create a lead generation campaign? Think about how you can help your consumers, what value do you bring to them, and what problem you can help them to solve and share about this.
Need help getting started?
Download our free Quarterly E-mail Campaign Planning Template for Beginners below to plan out your first campaign. This is a basic template that will help you plan out content and dates of sending out your e-mails.
A good next step to implement would be to add on tracking results such as how many people opened each e-mail, for instance. This type of tracking gives you priceless feedback on whether or not the content you are providing is resonating with your target audience, what topics are of most interest, and visa versa.
Need help to strategize content for beginning an e-mail marketing campaign? That is what we are here for! Reach out to us and we can help get you started.
Looking to partner with an agency that understands your target consumer to completely take your brand’s email campaign off your plate, we can do that too!
No matter what level of partnership you need, the team here at NeoSol can help you to develop the best strategy and meet you where you are at!
Resources:
Victoria Byrne course through Score on 3/18
