An email marketing campaign is an excellent tool for getting product or company information directly to your target market. Many email marketing campaigns are sales driven however, one of the best uses of an email campaign is to inform the reader. A content-based campaign uses information, verifiable facts, and case studies to educate recipients on a service or product. A content-based email marketing campaign is an excellent first step in building customer relationships and can have long lasting effects on target markets.
When using a content-based campaign you will see the following three advantages.
In the modern market some of the most effective marketing campaigns are based on problem solving. Frame your product or service around its ability to work as solution. Customers have problems and they want to do business with people who can solve these issues. With content based emails you focus on a product or service, not an individual or a sales pitch. With this type of framing it becomes easier to sell your services or products as a solution to a problem your target market is encountering. The best way to do so is to be informative state the issue, list how you will solve the issue, and use real world examples to support your offered solution.
Being seen as credible is one of the most important aspects of marketing. With content based emails you have several opportunities to show competence. Use case studies, statistics, and quotes for previous clients to show real world examples of the solutions you provide. By using real world examples this allows readers to see themselves in the position of a satisfied customer. With proper framing you present yourself as an industry leader and expert in your field. A flashy sales email may move one product but a chance to improve your credibility can build business for years. A good reputation is its own marketing tool.
A content-based email marketing campaign sells a potential customer on why they would want to do business with a company based on information. The email does not create the sale however, it does begin the sales process. After a buyer has been properly educated on a good they will next reach out if they wish to buy it. Content marketing drives sales by bringing customers to you. Once a customer feels a company is trustworthy and their products fill a need they will next make a purchase or request further information. By opening these lines of communication a business relationship can begin. Also when a customer initiates a business related relationship they tend to show greater loyalty over the long term.