An IT marketing strategy that incorporates well-managed email campaigns can see as much as $44 profit per $1 spent on outreach. Certainly, hitting that level of profitability will require a little strategy. Many techniques involve specific campaigns that vary between automation and personalization.
Especially as your business grows, you’re going to want automated resources available. this helps reduce the necessary time it takes to design and send emails. Personalization should take place, but only on leads that score the highest or which have expressed enough interest to move them further along a given sales funnel. Some general campaigns worth employing include:
- Introductions – When you get a new lead, have an automated introductory message sent out pertaining to pertinent features of the contact. Higher profile prospects should get one, more tentative prospects another. Regardless, email introduction is perfectly professional and represents a prime opportunity.
- The Check-In – When you haven’t seen activity from prospects in a while, you might have an automated check-in email that is sent out. Sometimes inactivity is disinterest, sometimes a prospect has simply forgotten.
- Value and CTAs – Positioning your MSP as a resource represents a sound IT marketing You might send out a monthly email newsletter including best practices and tech news. Include CTAs with such emails where they naturally fit. You don’t have to ask for conversion in every CTA. Some can just invite the reader to explore further.
Hitting ROI Goals with Email Marketing
An IT marketing strategy that incorporates a multi-tiered email outreach strategy should consider designing campaigns around introductory messages, check-ins, value positioning with CTAs, and inaction notification. Properly managed, such tactics should expand ROI from email marketing campaigns.