You’ve invested in a marketing automation platform, honed your list and perfected your process for deploying emails on a regular basis. Now all you need to do is sit back and watch the sales roll in, right? Not so fast. While email is an effective way to communicate directly with your customers, it shouldn’t be the only way. As more and more marketers hit the “send” button, you may find your emails getting lost in the shuffle. Consider these proven tactics to complement your efforts:
1. Direct mail
It may seem like a step back in time, but direct mail can be a highly effective tactic—especially since so many marketers have diverted their budgets to digital efforts. In a recent foodservice campaign where we leveraged email, direct mail, and high-impact print and digital media placements, our best performer (by far) was direct mail.
In today’s digital age, personal connections can go a long way toward building relationships. Consider hosting a lunch-and-learn to address a customer pain point, or sponsoring special events at your key industry conferences.
Beyond your products, you likely have all kinds of valuable information to share with potential customers such as trend research, recipe ideas and preparation tips. Webinars are like making a virtual sales call to a highly engaged “room” of customers.
4. Social media
With the right strategy and platforms, social media can be a powerful way to connect with your customers. The key is having compelling content to drive to, such as a blog or recipe collection. But even without those, there are easy ways to dip your toes in the water and begin building a social presence. One example: follow industry leaders on Twitter and retweet content while adding your own point of view.
Looking to drive trial or ramp up sales quickly? Coupons, free samples, rebates and sweepstakes are all ways that you can lower the barrier for prospective customers—and potentially convert them into long-term users.
Looking for new ways to engage your customers? We’d love to talk! Contact firstname.lastname@example.org.