What is The Purpose of Email Marketing?

 

The first thing to do in email marketing is to set and share goals. If the purpose is not decided, it is not uncommon for troubles to occur, which causes a gap in marketing evaluation and recognition of results. Before setting goals and KPIs, clarify the purpose of your email marketing efforts.

In this article, we will explain four general purposes of email marketing for e-mail newsletters who want to determine the purpose of email delivery.

What is Email Marketing?

Email marketing is the approach of providing a variety of content through email to achieve goals such as lead nurturing and encouraging the behavior of prospective customers.

As a method, "step mail" that delivers mail step by step according to the situation of prospective customers, "segment mail" that sends separately according to customer attributes and behavior, "e-mail magazine" that informs information all at once, contact for a while there is a "sleep excavation email" sent to customers who have not been able to get it.

 In email marketing, we will grasp the needs of prospective customers by measuring the effect by the number of opened files and the number of URL clicks and repeating improvements.

What are the four purposes of email marketing?

The ultimate goal of email marketing is to get customers to buy your services and products. As you delve into the path to your goal, you'll see four more important goals. First, let's organize the purpose.

1. Foster purchasing motivation of prospective customers (lead nurturing)

Customer development is also called lead nurturing and is a marketing activity that you want to cherish. In lead nurturing, we will increase the knowledge of our customers and increase their purchasing motivation. Email marketing is one of the most cost-effective methods for lead nurturing in BtoB businesses.

 Specific lead nurturing methods include step mail, segment mail, e-mail newsletter, and other methods that can be used to solve customer problems with their own products, the strengths of their products, and comparison with competitors and similar products. Provides information about.

 Especially in BtoB, it takes a long time to consider the purchase, and once purchased, it often happens for a long time, so let's work on it carefully.

2. Maintain and improve relationships with customers

Email is also useful for maintaining good customer relationships. Especially if the consideration period before purchase is long, it may be forgotten if left unattended.

 In the BtoB business, you have to maintain relationships with customers you haven't contacted. The dormant excavation email can remind you of your company's impressions or uncover needs that have been dropped or dormant for some reason. It is effective to send an e-mail that matches the reason for the customer's withdrawal, such as the fact that the business negotiation was declined three months ago and there was no sound after downloading the materials.

 Also, do not leave the customer after the negotiation is concluded, and try to maintain the relationship. By continuing to send support information for products purchased by customers and information on related seminars by e-mail, you can improve engagement with customers and increase lifetime value (customer lifetime value).

3. Measure customer purchase accuracy

There is a limit to how salespeople can follow customers individually by phone or visit. Therefore, we select customers who are motivated to purchase to some extent.

 In email marketing, as shown in the example below, you can obtain data that measures the purchase accuracy of customers based on the reaction to the delivered email.

 Email marketing can be done for free, but if there are many delivery destinations, it is convenient to use an email delivery system, MA tool, etc.

 The mail delivery system measures only 1.2., But the MA tool can also analyze 3. and quantify and rank the behavior on the Web. If you want to measure purchase accuracy through email marketing, we recommend introducing the MA tool.

4. Have them take actions such as requesting materials and negotiations

The ultimate goal of email marketing is to get prospects to take action. Through e-mail delivery, we will connect to actions such as requesting materials, participating in seminars, and business negotiations.

 For example, in the e-mail delivered to the person who requested the materials, "Introduce product examples and have them download detailed materials" "Distribute issues and improvements in the industry in a serial format and have them participate in the seminar. We will approach with contents such as "Apo visit".

Once the purpose of email marketing is decided, consider the goals and KPIs as well.

Once you have decided on your goals, consider your goals and KPIs according to your goals.

 If the purpose of email marketing is to "cultivate prospective customers' purchasing motivation," the goal is to "deliver useful content so that e-mail newsletter registration can be continued," and KPI "download materials from the e-mail newsletter URL. You can think of "getting it done".

Types of email marketing

Here, we will explain the main methods of email marketing. Choose the method that best suits your purpose of conducting email marketing.

Step mail

An email is delivered to cultivate purchasing motivation to follow the behavior of prospective customers, as shown in the example below.

Segment mail

Customers can be divided by "attributes" such as company industry, location, job title, and issues they have, and "actions" such as seminar participation, exhibition visits, document requests, and inquiries. "Segment mail" is a method of sorting customers based on such attributes and behaviors and sending content with different contents for each segment.

E-mail newsletter (email magazine)

"E-mail newsletter" delivers the same content to all recipients at once. It will be distributed to everyone regardless of their attributes or actions, whether they have exchanged business cards once or are in the process of business negotiations, and will be distributed to many people such as "new product releases" and "notices of large-scale events". It is used for timely information transmission that you want to convey. 

Dormancy excavation email

This is an email sent to a customer who has not been contacted for a while, such as having a business talk 6 months ago but losing the order, or downloading the product material but not being able to contact for 3 months. The purpose is to get customers to reconsider purchasing their products.