The purchasing habits of millennials is a puzzle many brands, businesses, and retailers are desperate to understand. Currently accounting for 21-26 percent of the population, millennials are responsible for approximately 33-35 percent of retail spending. They represent a massive segment of the economy, and they are notoriously difficult to market to with traditional means. As they are incredibly tech savvy shoppers that look to connect with brands through technology and social media in a personal way, nurturing and retaining millennial consumers requires a much higher level of customer tracking and interaction than previous generations.
Aligning sales and marketing teams has many impacts on a business. In the short-run, it will improve your lead generation and conversion strategies and in the long-run, it will increase the ROIs of your sales and marketing investments.
What happens when your sales and marketing teams are aligned
The benefits of sales and marketing alignment sound almost too good to be true, but we can assure you that there’s no magic at play here. It’s just the result of improved communication between two of your most important departments, which happen to be interdependent.
Email marketing is a vital element to your inbound marketing strategy. Cultivating your list through nurturing tactics is one of the primary objectives to closing sales and creating loyal customers of your brand. Email marketing is the bridge that converts leads into revenue. Its benefits are too great to be ignored.
Whether you are just starting out or looking to expand your reach, customer retention is a crucial part of making sure that you achieve sustainable success. It’s easy to focus on gaining new customers, especially when you are just beginning to market your brand. But if these customers don’t stay with your company for long, you won’t have gained much.
Inbound marketing offers many opportunities to generate leads for small business. This technique represents an entirely different way of getting your business name out, at an economical cost. It has brought a different prospective to advertising. One author called it a shift from “rented attention” to “owned attention.” The traditional outbound marketer would try to attract attention to a product by buying advertising, contacting mailing lists and waiting for the buyer to show interest. Buying advertising is like renting attention. The advertiser pays for the eyes of potential buyers, but the buying choices are completely beyond the advertiser’s control.
Email marketers around the country have long stopped caring about the traditional success metrics of this marketing tool. Open and click rates may be nice vanity metrics, but while they work perfectly for convincing your supervisor (or even yourself) that your email campaign worked as planned, they matter little in the grand scheme of things if the email itself does not lead to a conversion from recipient to lead or even customer.
So our next post in the series of email marketing small business best practices will focus on just that: creating content that not only satisfies, but delights and converts your recipients to leads, customers, and, eventually, brand loyalists. Here are the 4 components any conversion-oriented email needs: