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Business 2 Community – Using Email to Promote Your Best Content Marketing Collateral


Business 2 Community – Using Email to Promote Your Best Content Marketing Collateral


Using Email to Promote Your Best Content Marketing Collateral

By: Business 2 Community

Despite its relative longevity, Email marketing continues to be the most popular form of online content marketing. According to inbound marketers Hubspot, investment in Email marketing will hit $2 billion by 2014. Gone are the days of sending out thousands upon thousands of “blast e-mails” to an un-targeted mass audience to sell a product or service. Businesses are now building sophisticated Email marketing campaigns to promote their best online content marketing collateral to a well-defined target audience of new prospects and existing customers. These campaigns offer a series of highly-coordinated emails that provide relevant TOFU, MOFU, and BOFU content offers at the appropriate time in the buying cycle.

Here is a six-step approach to using Email marketing to promote your best content marketing collateral.

Set Goals

Set specific goals for your Email marketing. Begin by defining what you are trying to achieve with each campaign.  Are you trying to promote a product or service to an audience of hot new prospects, or inform existing prospects about a new offer?

Having a clear picture of the ultimate goal of your Email marketing campaign helps to clarify your target audience, choose the content marketing collateral that speaks to their wants and needs, and inform which metrics to use to define success.

Define Specific Personas

Taking the time to create individual buyer personas forces you to really channel your target audience, clarifying both who you want to reach, and what you hope they will get out of your message. After all, if you don’t even know precisely who your audience is, it’s difficult to provide value to their lives.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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