| I used the term to engage with your target | | | | you developing a deeper understanding of your |
| customers because it is a key point in ensuring that | | | | segmented database. |
| your email marketing efforts are successful. | | | | - Third give them the options to interact and engage |
| Engagement encourages your readers to interact | | | | with you and among themselves. Within your email |
| with you and make the conversation a two way | | | | message you can provide 'call to actions' that will |
| street. Engagement helps you understand their issues | | | | encourage your readers to email a comment or |
| so that you can communicate relevant messages to | | | | suggestion, take a survey or poll vote, send them to |
| build your brand and image, create loyal customers | | | | your Blog to start a thread of comments and |
| and opportunities with increasing revenues and better | | | | interactions from among your readers. |
| marketing results for your efforts. | | | | - Fourth add a time-based element to your message |
| Email marketing will grow your business when you | | | | as this will create a sense of urgency and a higher |
| focus first on the value you can deliver to your | | | | level of engagement. |
| readers and provide them the options of engaging | | | | How can engagement help you build your business? |
| with you. | | | | |
| Here are some reasons why you should use email | | | | 1. When your readers engage with you they are |
| marketing in your communications strategy: | | | | expressing an interest in your message and in |
| - Generates a high return on investment | | | | receiving communications from you. They will have |
| - Inexpensive compared to other advertising | | | | read your message, have taken the call to action, |
| - It is simple to use | | | | visited your online web presence and continue to |
| - Keep in touch and top of mind with your audience | | | | build a relationship with you and your business. |
| - Allows you to send different relevant messages to | | | | 2. The continuing engagement moves them closer to |
| a segmented database | | | | becoming a customer or client. You may have heard |
| - It is quick - you can measure the results within | | | | that you need at least seven touch points to develop |
| 48-hours | | | | a comfort level for your potential customers to |
| - Most importantly, you can engage with your | | | | make a purchase from you. |
| audience | | | | 3. An engaged audience is likely to attract others via |
| How can we make email marketing work hard for | | | | referrals (refer-a-friend) and networking. Your engage |
| you? | | | | audience are likely to become valuable customers, |
| - First you need to be absolutely clear about what | | | | contribute user-generated content and recommend |
| you want to achieve with your email marketing | | | | your products and services to friends through |
| efforts. Is it customer acquisition using promotional | | | | message forwarding and social networks. |
| offers? Is it sales lead generation to secure qualified | | | | In conclusion, when implementing an email marketing |
| prospects? Is it customer nurturing and retention | | | | program that engages with your audience you must |
| with relevant & informative newsletters? | | | | remember to listen to what is being said and take |
| Whatever it is you must have a clear and defined | | | | on-board the comments as marketing research |
| business objective. | | | | feedback. This valuable engagement loop-back will |
| - Second you need to prepare messages that are | | | | allow you to improve your ability to send out more |
| relevant and interesting to your target audience. This | | | | relevant messages that will further build your |
| means making the effort to segment your contact | | | | audience relationship and foster your business growth. |
| database so that you can become more relevant as | | | | |