No: We’re not talking about the team of people it takes—creative, technical, sales, etc.—to create, coordinate, and deliver email marketing campaigns, though there’s no question that it’s a great blog topic. But what we’d like to look at today is the team to which email marketing itself belongs: the team of initiatives that make up your marketing strategy.
If you read the myriad publications that come out every day in the marketing vertical, you’ll have heard it already: email marketing is dead, email marketing is passé, email marketing is a dinosaur. The Next Big Thing is just over the horizon, and woe to the marketer who doesn’t keep up!
But that is either/or thinking, and creative marketers know that the best way to get results is by mixing in email marketing with a complete marketing strategy that includes social media marketing, search marketing, advertising, content marketing, and more.
On the other hand, there’s another part of the team that’s necessary to make any marketing venture successful, one sometimes overlooked in a rush to nail the “right” strategy: the customer.
How does your customer become part of the team?
Let’s step back from this for a moment. In my book Chatter Marketing, I talk about how years ago, smart marketers listened to their customers. The salesperson might even eavesdrop as two customers had a conversation about the various items they were looking at; hearing their thoughts, needs, and opinions helped that salesperson fid just the right item for them. Why should the cyberworld be any different?
The reality is that you can—and should—listen to your customers. One of the ways of doing this is through trigger-centric email marketing. When your customer takes an action on your website, in response to an email, or on a social media site, you respond immediately, in near real-time, with an appropriate email or email cascade. This not only is more likely to generate a customer response, since your brand or product is still top-of-mind, but it also helps to connect you to that customer, to forge the kind of relationship that seems to have all but disappeared in the online world.
Triggered emails are the most effective emails, because they engage the customer precisely where he or she wishes to be engaged: they are responsive to the customer’s immediate needs and therefore involve the customer deeply in the marketing process.
And that’s teamwork!