Email marketing is one of the oldest forms of digital marketing, but it’s also one of the most effective.
If your science organization is serious about generating leads and increasing brand awareness, email marketing is one of the best ways to achieve those goals.
We’ve compiled everything you need below, from best practices to pro tips guaranteed to boost audience engagement.
Why email marketing?
Experts agree that email marketing is the most effective marketing channel, beating out social media, SEO, and paid advertising. This is especially true in the life science industry, where traditional marketing channels don’t always perform well.
That’s one of the best elements of email marketing: it’s reliable. Everyone uses email, and most people have multiple inboxes. It’s not dependent on Google’s algorithm changes like SEO is, or cultural trends like social media. Email remains one of the most effective ways to communicate, and when executed correctly, can drive sales and increase brand visibility in ways that other channels can’t.
Tip #1 – Be Polite
Getting someone’s email address is a lot like getting someone’s phone number. If you have someone’s email address, it means they trust you and are interested in what you have to say. Don’t abuse this privilege by spamming them or being rude.
It’s easier than ever to unsubscribe from a list or block an address, so don’t give your audience any reason to leave. Be respectful of their time and attention, say what you need to say, and give them the space to digest and respond. At Forma, our email campaigns are structured around 4-5 touchpoints spread out over multiple weeks. You’ll need to find a cadence that works for you, but remember: too much email is worse than not enough.
Tip #2 – Build a List
You can’t launch an email campaign with no email addresses!
An email list is a database of contacts who have agreed to receive marketing content from your organization. Lists can be built in a number of ways, from newsletter subscriptions to interactions at conferences and trade shows.
You can also purchase a list of email addresses from a 3rd party vendor, although these usually aren’t very helpful; there’s a high chance the contact will say “Who is this and how did you get my email?” before unsubscribing from your content.
One of the best ways to build a list is with an offer, such as an ebook download or a free webinar. It works out for everyone: they get access to your marketing content and you get their email address. It’s a win-win!
Check out our blog on how to craft and draft stellar sales emails for more tips on how to drive sales with email marketing
Tip #3 – Use an Email Marketing Platform
Email Marketing Platforms are services that allow you to create, execute, and monitor email campaigns. They’re handy because they allow you to fully automate your campaigns based on the behavior of your audience.
Our personal favorite is Mailchimp, but most CRMs have built-in email marketing functionality, like Salesforce and Hubspot. Whatever platform you choose, make sure you’re utilizing it to its full potential in order to lighten the load on your sales and marketing teams.
Tip #4 – Decide on Goals
Email marketing is a versatile tool due to the sheer number of objectives it allows you to achieve. Whether you’re looking to generate new leads or nurture old ones, it’s crucial to have a specific goal in mind when creating a campaign.
If you have the bandwidth, try running multiple campaigns in tandem. For example, try sending a promotional campaign to raise brand awareness while also using a targeted campaign to deliver specific content related to one of your services.
Each of these elements needs to work together in order to execute a compelling email marketing campaign. If you’re looking for a partner to help with your email marketing initiatives, reach out today to see how Forma can help. Happy emailing!