Strategic Email Marketing: Look Before You Tread

There are many email marketing initiatives that are being undertaken by organizations across the world. Some of them are known to work exceptionally well and set an example before the rest. However, many others (including those who supposedly ‘follow’ the industry leaders) do not experience the same kind of success. The primary reason for this disparity is that organizations often overestimate the power of email marketing, and underestimate the importance of strategic email marketing. This might seem like an untrue statement to many. However, let’s analyze the facts for a moment.

One of the basic principles of strategic email marketing is to understand the domain an organization is operating in, and to design the email marketing campaign by understanding the kind of initiatives that would interest the existing and prospective customers, and focus more towards tapping the same. Often, under the pretext of following industry leaders who have pioneered new innovations in email marketing, marketers lose focus on their own domain and end up squandering away resources, financial and otherwise, on a wild goose chase that doesn’t have a chance of succeeding, save for the rare occasion when luck works in their favor.

Taking an example, if an organization is operating in the retail space, and follows the example of an organization that offers financial consultancy, the ramifications would not be pleasant at all, in every sense of the word. For instance, coming to the most imperative ingredient of every successful strategic email marketing initiative – free giveaways, the for the current and prospective clients of the financial consultancy organization, an insight into the current market scenario would be a very vital keepsake. However, for the retail organization, the giveaways need to be in a more tangible form, like discount coupons, since that appeals more to their customers, and would ensure that revenues continue to increase.