What is email marketing?
Your online reputation determines how others perceive your business when they search for or stumble upon it online. Consequently, online reputation management (ORM) proactively influences what information people will find.
For instance, various techniques and strategies can help you push damaging and harmful content further down the Google search engine results pages (SERPs) by ranking your own or third-party more desirable material above it. Why is this important? Because the top five listings in Google’s search results receive about two-thirds of all clicks.
ORM is not only about managing content in search engines, though. It’s also about managing negative business reviews and encouraging happy clients to contribute more positive feedback.
Did you know that according to BrightLocal, “85% of consumers trust online reviews as much as personal recommendations”? What’s more, “49% of consumers need at least a four-star rating before they choose to use a business.”
Considering these statistics, the importance of your online personal and professional reputation can’t be understated. Here are the four distinct digital marketing channels involved in ORM, channels also referred to as the PESO Model.
Paid media includes all marketing efforts that require payment to feature your business on external websites and networks. This includes PPC advertising with Google AdWords, display ads on Facebook, and sponsored posts on industry/influencer blogs. Paid media extends your reach and drives traffic to your web properties by building new relationships with partners and customers.
Earned media describes the coverage of your business on external web entities for which you didn’t pay. It requires you to stand out from your competition with great content, products, or services that users consider worth sharing, mentioning, reposting, and reviewingEmail marketing is when you send a commercial email message to your ‘email subscribers’ — contacts who have signed up to your email list and given express permission to receive email communications from you.
Email marketing is used to inform, drive sales, and build a community around your brand (e.g. with a newsletter).
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization.
Is email marketing still important in 2020?
Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.
This guide is for those who’re ready to commit to email marketing. If you’re unsure, you may want to read our guide on why you need to build an email list RIGHT NOW!
This is a long and detailed guide, so we’ve broken it down into different sections you can get to using the links in the Table of Contents below.
By using this definitive guide, you’ll know:
- How to build an email list full of targeted customers.
- How to optimize your emails for the highest open rates and click-through rates (CTR).
- How to automate the process of nurturing your leads and turning prospects into customers.