The key to successful email marketing is to consider timing.
Traditionally, email marketing has gone something like this: you import a list of contacts, you draw up an email, you blast it out. Watch the leads come in.
As outlined in the whitepaper Email Marketing vs Marketing Automation, that strategy is proving to be less and less effective.
The main reason for this is that people have gotten more used to personalized communications. “On demand” is big now with Netflix allowing you to watch what you want, Amazon delivering whenever you want. People expect more.
So, the trick to successful email marketing is not to communicate when it suits you, but when it suits your customer.
Traditional email marketing “blaster” software can’t really do this. You need to look into a proper marketing automation platform that will help you recognize prospect behavior.
For example, you can send out an email automatically based on what pages a prospect is looking at. That email will be far more effective than one blasted at your convenience.
You have to find out what matters to your customers and when it matters to them.
If you’d like to read more about that, check out another awesome (free) whitepaper: Marketing automation is about timing.