In episode 2, Andrew talks with Jason Anderson, General Manager of Brisbane-based email marketing specialists, Andzen.
Andzen consult on everything to do with Email Marketing, including platforms, methodology, and best practice for businesses of all sizes.
Show Notes
In episode 2, Andrew talks with Jason Anderson, General Manager of Brisbane-based email marketing specialists, Andzen.
Andzen consult on everything to do with Email Marketing, including platforms, methodology, and best practice for businesses of all sizes.
As Jason explains, email marketing is very well suited to both B2B and B2C businesses, with an increasing focus these days on intelligent automation.
Return on investment (ROI) is generally high for email marketing, making it an attractive option for businesses with more modest marketing budgets. In particular, a strong email marketing strategy has been proven to lead to an increase in repeat customers (eCommerce gold!)
A strong strategy involves nurturing your customers through their purchasing journeys, engaging with them at a very personal level (eg. product recommendations based on what they’ve bought previously), and leveraging automation and AI.
It’s important to note that email marketing is not just about trying to sell to your customers and prospects.
It could involve sending a post-purchase email on care tips for the product you’ve just delivered, or links to training videos, or ideas for creative product uses. This is especially powerful in a B2B setting, as you actually have the capacity to make the purchaser’s job easier through education and after sales service. This kind of engagement fosters loyalty and can lead to great word-of-mouth among purchasing circles.
Far from resembling the kind of ‘spam’ we all remember from the bad old days, today’s email marketing can make your customer feel like your brand is taking excellent care of them.
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