Why Would I Plan a Long Email Marketing Campaign?

Why should I plan a long email marketing campaign? It's a great question!

You'll notice that a lot of what we talk about here at Conversion Leadership looks quite a bit ahead... You might ask, why should I be looking at a far off date when what I want are sales now?

This philosophy of looking ahead comes from a change in marketing theory.

While previous theories worked on immediate conversions (let's call this "pushing for sales"), marketing researchers have noticed in the last few years that what works much better is a consistent, persistent approach (or "building a relationship").

The reason marketers have changed their approach is because consumers have changed their behaviours. Since businesses made the customer experience more and more self-service, consumers have become more empowered and that has changed the very nature of the buying process.

There is a lot on offer these days. A customer can compare whatever you offer with your competitors within a few minutes thanks to the Internet.

It makes hunting down customers a lot harder; and a lot more work for you.

Moving From Chasing Customers to Customers Approaching You

Marketing researchers started to notice a few years ago that businesses that had developed relationships with their customers had much better results. The customers came to them, instead of the other way around.

So how do you turn your interactions with your customers into a relationship with your customers?

Here are a few of the ways we use:

• Constant connection, through quality content, social media and email marketing
• Following up more than once on each campaign (research shows that 80% of sales come after 5 or more contacts/touchpoints)
• Keeping your business in front of your target customers' eyes - through regular communications, being found online with improved SEO on websites and being recognisable in the Inbox
• Maintaining consistency throughout every campaign via content scheduling and an analysis of what builds each target market's trust

Individually, these are all relatively small changes for each of the businesses we help, but every time they're implemented it makes a big difference.

When you build these ideas into your customer communication strategies it makes sense to take advantage of a long email marketing campaign format.

Use a marketing automation platform like Infusionsoft and you set up it up once. Then it will keep doing all the right things until you decide you want to do it differently.

That gives you the sales conversions you want now and will be there for the future when you're focused on even bigger goals and more ambitious projects.