what is owned marketing & how to capitalize on it...
as ad costs continue rising across social media platforms, owned marketing is becoming an essential tool in improving the ROI of any marketing effort. using email and SMS marketing not only increases consistent engagement with your audience, but is also more reliable and predictable than social media ads.
why email (& sms) marketing?
email and sms marketing is effective because it creates direct conversations that effectively convert leads into repeat customers. with more bang for your buck (you own the data & can communicate as much or as little was you like), you’ll be able to scale healthy and strong customer relationships creating higher customer lifetime value.
email & sms marketing gives brands the opportunity to communicate strategically designed content within the structure of our daily communications. unlike traditional advertising, email/SMS marketing can feel like the natural progression of an existing relationship especially because they go out to those that have proactively said they’re interested in your brand / or product. things like brand stories, product information and holiday discounts become valuable information or exciting announcements rather than forced advertising.
this creates a dynamic where brands can emulate in-person & human conversations with their audience that creates lasting impact. plus, you’ll be consistently gathering data that can inform how you interact with your customers & the products you create moving forward.
this creates a dynamic where brands can emulate in-person & human conversations with their audience that creates lasting impact. plus, you’ll be consistently gathering data that can inform how you interact with your customers & the products you create moving forward.
real relationships with your customers.
the key to email and SMS marketing is creating conversations that feel organic. ironically, this can be difficult without the help of technology.
email & sms automation allows you to efficiently guide your new subscribers through an ideal customer journey. instead of individually emailing or texting your audience, you can set triggers that follow a pre-designed workflow. then, as you learn more through these interactions, you can further personalize your message to encourage future actions.
here’s an example of how it works: when a potential customer subscribes, this can trigger a welcome message that includes a special introductory offer. then, it is automatically followed by an email highlighting your brands best selling products. if no action is taken at this point, an email with user testimonials follows closely behind to provide social proof getting them excited to make a purchase!
the focus should be on designing and iterating the ideal customer journey, this allows you to continuously keep your subscribers engaged while you provide new information.
email & sms automation allows you to efficiently guide your new subscribers through an ideal customer journey. instead of individually emailing or texting your audience, you can set triggers that follow a pre-designed workflow. then, as you learn more through these interactions, you can further personalize your message to encourage future actions.
here’s an example of how it works: when a potential customer subscribes, this can trigger a welcome message that includes a special introductory offer. then, it is automatically followed by an email highlighting your brands best selling products. if no action is taken at this point, an email with user testimonials follows closely behind to provide social proof getting them excited to make a purchase!
the focus should be on designing and iterating the ideal customer journey, this allows you to continuously keep your subscribers engaged while you provide new information.
what kind of ROI should we expect?
in 2018, a study by the DMA found that email marketing has an ROI of $32 on each $1 spent, which is up from $30 in 2017. this is much higher than the ROI of any other marketing channels like social media, direct mail, and paid search.
sms marketing has similarly impressive stats, especially when we consider the fact that an average american checks his/her phone 47 times a day. text messages have a 98% open rate, and 90% of text messages are read within 3 minutes!
these methods are so effective because people can choose what brands they interact with, and in what format (SMS vs email). as a result, you can expect more action to be taken from these messages as compared to other channels like social media ads, for example.
with automation in place, email and SMS marketing can be a highly effective marketing channel. by helping you connect your subscribers on a personal level, we can help create lasting and profitable customer relationships.
these methods are so effective because people can choose what brands they interact with, and in what format (SMS vs email). as a result, you can expect more action to be taken from these messages as compared to other channels like social media ads, for example.
with automation in place, email and SMS marketing can be a highly effective marketing channel. by helping you connect your subscribers on a personal level, we can help create lasting and profitable customer relationships.