Email marketing is still a viable and effective strategy to get sales, referrals and stay in contact with clients. The key is to have a strategy and stick to it. There are two main types of email marketing – drip marketing and blast marketing. Let’s take a look at what they mean and how they can be used in your business.
Blast marketing is designed as a one off, or part of a small campaign to promote a product or service with the singular idea the recipient will take action because of the message. Think about retail sales emails as an example. Email blasts can be sent to your existing database, a purchased list or even a joint venture with another business.
Drip marketing is very different in its execution, but can have some of the same desirable effects of blast marketing. Drip emails are designed for prospects or clients as a stay in touch method. Ultimately drip emails are designed to increase sales, but before that happens, they can be used to generate referrals, build traffic to your website and grow your social media channels. Drip emails are designed to be sent to people who know you – clients, referrals, prospects. They also take more time to create and execute since you are NOT directly selling.
What most small business owners don’t realize is email marketing has to be multifaceted. The goals of email marketing are to:
- Get sales
- Acquire clients
- Get referrals
- Stay in touch with existing clients
- Increase traffic to your website
- Increase your social media channels
- Build your drip marketing list
Did you notice the last item on that list? How do you build your drip marketing database? The answer is to get more clients or customers and you do that by making more sales.
- Make sure you ask your customers to join your list. You can do this at the point of sale or when you do post close follow up.
- Acquire databases for your list.
- Make sure you’re collecting emails and sending them something!
- Leverage your social channels to build your list.
Now that you understand the difference between blast marketing and drip marketing, you’ll be able to start utilizing them as part of your strategy. In a future article, I’ll dive deeper into drip marketing.