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On average people receive over 100 emails per day. How do you ensure your messages are heard through this ever-increasing noise?
TBI listened in to Force24’s (the UK’s fastest growing marketing automation platform) webinar – which discussed finding a new role for email in 2023.
Some of our key takeaways and thoughts from the session:
- Invest in quality content: Ensure effort is placed on creating good content that will resonate with your community. Point inbound channels to this quality content, to help build connections and contacts within your community, which can in turn extend email reach.
TBI’s Mithu Lucraft emphasises in her recent article in Trends in Scholarly Publishing, how storytelling can help build loyalty and revenue by engaging audiences and building brand awareness in a human, relatable way.
- A marketer’s role is to nurture: “[to] care for and protect (someone or something) while they are growing.”: Force24 likened the role of a marketer to that of rain, soil, and sun to a flower – essential in growing and nurturing relationships and once established, it can be picked and enjoyed by the Sales team. Email can play a vital role in nurturing an organisation’s community; however, segmentation is a key factor in successful execution.
- 3D Segmentation: 2D segmentation categorises by elements such as age/gender/job role. 3D however switches this up and segments by engagement and the steps required for a user to achieve/reach the end objective. An email automated workflow should be considered here to make execution more efficient.
- Align with the wider business: Marketing still regrettably sits in isolation within some organisations. It’s vital that different teams align to work towards ultimate goals. For example – a sales team will often work with marketing to support lead generation – however, it’s important to balance the relationship: How is the Sales team empowering marketing data and future campaigns– what are you asking from them in return? What data have you received from the leads you have provided?
Email, combined with inbound and direct channels remains a powerful part of a marketing strategy. However, valuable content with on-point messaging which is efficiently executed to the right audience are the key drivers to achieve that all important engagement.
Get in touch with the TBI team if you’d like to talk through your marketing needs for 2023.
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