The bubble has already burst on email marketing as the latest fad for touching lots of customers or lots of prospects as the lowest possible cost. Indeed over the last few years, many companies have tried and failed at successfully deploying email marketing campaigns to nurture their relationships with their prospects. Yet despite the let down and the disappointment on the part of many executives email marketing still is a very effective tool to reach your prospects and stay in touch with them so that when they are ready to make a buying decision you can convert them into closed sales.

What were finding today is that lots of companies are worried about being accused of being spammers. And so the spam laws have definitely put a damper on peoples perceptions of the power of email marketing. Another factor that has tend to lessen the impact of email marketing is the perception is that everybody is sending out E-newsletters on all sorts of topics which gives the picture of information overload that is going on in the marketplace.

Indeed, you could subscribe to numerous e-newsletters and end up overloading your email inbox with emails of value on all sorts of different topics. Yet, most executives dont have time to read e-newsletters in detail. So its time to rethink your email marketing strategy by deciding how a company can actually deploy email marketing without falling into the category of being a spammer or providing just another unread newsletter to its prospects.

One idea is to use email marketing to send very targeted offers to segmented populations. Our company is using email marketing to offer free guides and whitepapers to specific prospects that are in a specific segment of our potential target market. This is a great way to distribute information and do lead conversions with some of your best prospects and also stay in front of them on a regular basis without overloading them with information.

Email marketing still has its place in the overall sales and marketing mix. Many companies have become disappointed with the results that theyve gotten from this aspect of their marketing programs. But email marketing still has its place and by using nurture marketing and direct drip campaign techniques, it is possible to use email marketing to improve the overall progression of your prospects until you can convert them into actual customers.

Andrew Rowe

Cube Management provides sales acceleration services to emerging growth and mid-market companies in the technology, manufacturing, healthcare and business service sectors. The experts at Cube Management work across the entire spectrum of marketing, sales and business development to provide customized solutions that drive revenue and profit growth. Cube Management combines Strategy, Process & People to produce winning results.