Maybe you are tired of hearing about the importance (and wonders) of email marketing, because frankly, it doesn’t appear to be all that when you, as a BtoB publisher, try to leverage it in your own strategy.
There are a lot of people in our industry who will tell you that email marketing should be the center of your strategy for leads and conversions. After all, your whole goal is to attract readers, get them to register on your site, keep them coming back to your site, and eventually convert them to customers (or frankly, revenue). It’s true email marketing can help you with all that (many have seen success with it). But, do you really need to send daily emails to your list? Is it really the core activity that helps you drive revenue?
It’s that simple.
Maybe you’ve already heard this too: email marketing works, if you do it right. That’s the key. Well, that and your audience. Email marketing should be part of your strategy. How much a part depends on the direction of your business and who and where your audience is.
If you consider that your primary goal is to drive registrations to your site, you need high-quality interactions to do so. In many cases, a well-placed and landed email will have far greater value than a Facebook like or a reTweet. Does that mean you need to focus on email exclusively? No. It just means, (again) that you need to do it right.
So, how do I do it right?
Of course, even after applying these tips, you may find that email marketing just isn’t working for you (or more to the point, your audience). But, more likely, it still holds a place of value in your strategy—you just need to figure out where.