Most businesses are moving towards a more personalised and targeted approach to their email marketing. Driven by data protection laws, plus with the improvement in sophistication of marketing automation tools, it is now possible to personalise email marketing to targeted opt-in lists by interest area, previous activity or stage in the sales funnel (to name just a few). Unsurprisingly, the results are much better with this personalised approach.
For most purchases of products and services there is a process prospects go through before they are ready to buy.
- Problem recognition/need identification
- Information search
- Evaluation of alternatives
- Purchase decision
- Post purchase behaviour
Sometimes prospects will find you at stage 2, other times you may choose to market your products or services to a targeted opt-in list of prospects to highlight why they might need what you offer (stage 1). You then need to help them through their purchase process to decision. Email (together with the right content) can help support your marketing efforts at every stage of this funnel.
By giving your contacts useful, insightful content that they want to engage with, you can find out more about them allowing you to further target the content you send to them.
A clear email marketing nurture strategy needs to be created, calving out streams for different types of contacts, this could be based on their type of company, job title, role in the buying decision or persona. The more specific you can be, the better the results. Setting up and managing email nurture campaigns can be complex and time consuming and so if you need help contact me today.
I am experienced with the marketing automation tools Marketo and HubSpot, but I can help across other platforms as well.
Contact me for help on setting up your email marketing strategy and campaigns.
Harriet Fletcher 
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