Integrating Email with Your Marketing Strategy

Henry is a business developer for an insurance firm in Lagos. Today, he is to present to his Managing Director why his firm should adopt email marketing as part of the firm’s marketing strategy and how email will help the sales team achieve their sales quota. He knows what his firm needs – to differentiate itself from the stiff competition. To build trust with its prospects and customers. To establish authority in the business of selling insurance. And of course, to increase sales. Henry designed his PowerPoint presentation to show his management how email marketing fits with and aids the firm’s overall marketing strategy. Corporate Objectives: The firm had set a well-defined goal to establish its brand as an authority in the insurance industry. Henry showed that there is no better way to build influence and guide the firm’s target market, than producing an email newsletter. He showed that producing an email newsletter that addresses all the questions customers had and provides relevant information about insurance policies would set the firm apart. An educative newsletter would help the firm build authority in the insurance space. And that authority will bring trust. And that trust will reduce customer resistance to buy. Marketing Objectives: The Company set a group of short term goals that included creating awareness for its car insurance policy in the Port Harcourt market, testing its new policy launch by the fourth quarter and selling 100 life insurance policies every quarter. With email marketing, Henry showed that each goal was achievable. By creating a segmented list of Port Harcourt residents, the firm could push more of its car insurance content to that market and achieve awareness for that product line. Using email surveys, the firm could get real feedback from its customers and prospects on its new policy before its launch. And by providing enough relevant information in its newsletters and facilitating easy communication between a prospect and a sales rep, the firm can easily achieve its goal of 100 new policies sold every quarter. How email can help achieve your marketing goals Create awareness: Marketers have ranked email as the number 1 tactic for awareness according to Gigaom Research Build authority: Goop, a lifestyle brand started by Gwyneth Paltrow, built its authority in the lifestyle space with an email newsletter. Lisa Gersh, the CEO at Goop said “[Goop’s] POV gives the brand authority and because of that authority people trust us. And because of that authority … people want to buy our products.” Increase sales: According to a study, email increases a prospect’s disposition to buy by 47%. Integrating effective calls to action is an efficient method in increasing sales for your business.          

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This article was first published on 22nd December 2015

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