Email Marketing Campaign Services
by
Mansfield Marketing
Email marketing often yields disappointing results when a clear strategy is not in place. The common "more is better" approach can backfire. The frequency of email blasts and the sheer number of contacts on a list are not the primary drivers of success. The key is to have a valuable message to share and a distinct purpose for every email that is sent. A successful campaign focuses on quality over quantity.
A Strategic Approach to Email Marketing
As a B2B Sales Enablement Expert, Mansfield Sales & Marketing offers expertly managed email marketing campaigns designed to achieve high open rates and recipient engagement.
A typical frequency for email blasts is once per month, though this can vary depending on the industry and your specific business model. At Mansfield, we often provide clients with new website content on a weekly basis as part of their SEO plan. This consistent creation of fresh content ensures that a monthly newsletter will always have a substantial body of new, relevant information to share with your audience.
Defining Objectives and Measuring Success
Before launching any campaign, it is crucial to define what action you want recipients to take. A common and highly measurable objective is to drive traffic to your website by encouraging users to click through from the email. We help you set clear goals and track the performance of every campaign to ensure it meets its objectives. This is part of our commitment to providing services that achieve tangible results, such as increasing sales and brand awareness.
The Right Tools and Compliant Lists
Utilizing a high-quality email marketing platform, such as MailChimp, is essential for a professionally executed campaign with a proven track record. Equally important is the quality of your contact list. Mansfield can help you build your email list through two primary methods:
- Organic Opt-In: Collecting contact information directly from interested prospects who agree to receive your communications.
- Verified Lists: Obtaining verified opt-in lists from reputable third-party sources like Data Axle (www.dataaxleusa.com).
Navigating the terms of service from email providers can be complex. It is critical to adhere to their rules regarding what constitutes a valid opt-in list to avoid spam penalties, which can hamper campaign performance and even put your account at risk. This is a familiar process for our team, and we can manage the entire process—from list acquisition and management to content creation and deployment—on your behalf.
The Power of Segmentation
It's not always effective to send the same message to everyone on your list. We can help you segment your email contacts into different groups to tailor your messaging. For example, you might send one type of email to attract new potential customers and a completely different message to past and existing customers designed to upsell or resell products and services.
A successful email marketing campaign, guided by a well-defined strategy, can nurture leads, build brand loyalty, and directly contribute to your sales goals. As email marketing is not always the right solution for every business, we can help determine if it's the right fit for you.
