Email marketing can be an excellent way to engage with customers and promote a business’s products and services. Emails allow businesses to create brand awareness, acquire new customers, improve customer engagement, generate sales, and reward customer loyalty.
Data shows that businesses generate $36 per $1 spent. This means you will likely get 36 times in return for every dollar you invest in email marketing.
However, generating this kind of email marketing ROI (Return on Investment) requires using this powerful tool effectively. You must create an effective email marketing campaign, which can be challenging for businesses in terms of time, expertise, and resources required.
An email marketing consultant can help you make the most out of emails and grow your business exponentially and cost-effectively
In this guide, we explain who an email marketing consultant is, what they do, and how they can help you make the most out of emails and grow your business exponentially and cost-effectively.
How effective is Email Marketing?
There is no denying how popular social media is today. Yet, a study by McKinsey shows that email marketing is still roughly 40 times more effective for acquiring customers than social media.
Add this to the fact that email marketing has a higher digital marketing ROI than any other channel, and you begin to see why it is such a powerful marketing tool.
Here are some additional stats indicating just how crucial emails are:
- Up to 74% of Baby Boomers, 72% of Generation X, 64% of Millennials, and 60% of Generation Z want brands to engage with them through emails, according to Bluecore.
- More than 4 billion people have active email accounts that they use daily, according to Statista, and the number continues to rise.
- Email newsletters are the most used form of content marketing for 81% of B2B marketers.
- Marketing emails lead 50% of people to buy at least once every month
Who is an email marketing consultant?
Email marketing consultants are professionals specialized in helping businesses develop and execute effective email marketing strategies.
They typically have expertise in various aspects of email marketing, including strategy development, email list building, content creation, automation, design, analytics, and compliance.
An email marketing consultant may work independently or be part of a consulting firm or marketing agency. However, they are more often an organization comprising a team of experts specialized in various aspects of email marketing.
What does an email marketing consultant do?
The work of an email marketing specialist generally takes the following shape:
- Evaluating the organization’s existing email marketing campaigns to identify areas for improvement.
- Developing an email marketing strategy for the business tailored to its needs
- Building the best email list
- Creating compelling and engaging email content
- Measuring the email marketing campaign’s success and tweaking it accordingly
How Can an Email Marketing Consultant Help Grow Your Business?
While any business can use various emailing services to create and execute an email marketing campaign, the strategy’s full potential may be unattainable through email marketing.
Executing a successful email strategy requires a significant investment of resources, time, and expertise. Attempting to invest any of these into an email marketing campaign can eat into the business’s bottom line. This may force them to skimp on some areas that are crucial to success.
Since email marketing experts specialize purely in email marketing, they have a wealth of experience that the business can tap into to reach its marketing goals faster and more efficiently.
How an email marketing consultant can help grow your business: 12 points
1. Applying industry-specific knowledge to your campaigns
Email marketing specialists are constantly informed about various industries. They are knowledgeable about various customers’ pain points and have a wealth of experience addressing these problems in a language that resonates with them.
Such deep knowledge and tailored language can be vital for delivering personalized, compelling, and audience-centric emails that drive the desired response.
2. Bringing experience and insight to the table
“Knowledge gained through experience is far superior and many times more useful than bookish knowledge.”—Mahatma Gandhi.
This couldn’t be more true for email marketing. That real-world experience an email marketing specialist has gained through repeated practice means they have precise knowledge of the anatomy of a successful email campaign.
This knowledge can go a long way in identifying opportunities quicker and driving maximum ROI with a minimum spend.
So, look for an email marketing consultant with a proven track record. When you get one, you can be sure they will be able to convert their experience and rich insight into practical solutions that drive your company’s growth.
3. Bringing continuous improvement through performance tracking and analysis
Understanding the success of your email campaigns is crucial for email marketing optimization and continuous improvement.
A specialist can help you set up tracking mechanisms and analyze key metrics such as open rates, click-through rates, conversions, and subscriber engagement.
Based on these datasets, they can provide insights and recommendations to optimize future campaigns and improve your outcomes.
4. Optimizing email campaigns through targeted A/B tests
Consultants are skilled at testing different elements of your email campaigns, such as subject lines, CTAs (Calls to Action), visuals, and content. The resultant data can provide valuable insights into what resonates best with your audience.
An email marketing consultant can design and execute A/B tests to identify the most effective variations. They can then create more effective campaigns with these variations, leading to increased conversions, longer-lasting customer relationships, and better results overall.
Experienced email marketers know the right metrics to test based on their experience over time. They can then create more effective campaigns with these variations. These new campaigns can lead to increased conversions, longer-lasting customer relationships, and better results overall.
5. Using industry knowledge to identify the right solutions stack quickly
With hundreds of emailing services and solutions on the market, identifying the right one for your specific needs can be overwhelming. It even becomes daunting when you try to wrap your head around all of it while trying to run your business simultaneously.
However, an experienced email marketing consultant is likely to be well-versed in the industry’s various email marketing platforms and solutions since they use them for a living.
So they can quickly assess your requirements and match them with the features, functionalities, and pricing different platforms offer. This ensures you avoid wasting money on ineffective platforms and spend only on solutions most suitable for your business.
Such knowledge and experience can also help save you lots of time that could otherwise go into researching countless platforms to identify the best for your company.
6. Leveraging and injecting personalization
Personalized emails enjoy a whopping 41% higher click-through rate and 29% higher open rate than non-personalized emails.
Additionally, personalized subject lines on emails deliver up to 6-times higher transaction rates. Unfortunately, 70% of businesses still fail to use such email personalization, missing out on its resounding benefits.
A consultant can assist you in tapping into the massive potential of personalized email subject lines. This can lead to up to 600% more transactions.
An email marketing expert can use user data to create dynamic content and personalized product recommendations that drive up user response.
They have extensive experience and expertise in audience segmentation and can apply this to your email campaigns. Your business can see greater open rates, click-through, and transaction rates by delivering tailored messages based on demographics, behaviors, or preferences.
So, working with an email marketing consultant, who knows what they are doing, can be an excellent way to leverage the full scope of your customer information to speak more directly to their pain points, needs, and wants.
7. Automating email marketing for better efficiency
Reaching new leads is not everything; you must retain them to make the most of them. That is where email marketing automation comes in; it allows you to continue building and nurturing relationships with your subscribers and systematically convert them over time.
By automatically sending tailored emails to subscribers, email automation can save you time and improve the efficiency of your campaigns.
A consultant can set up automated workflows and sequences, such as welcome emails, nurturing campaigns, and abandoned cart emails.
The specialist can use their expertise to program the automated messages to be triggered based on specific user actions. This ensures timely, relevant, and compelling communication.
This approach can significantly endear your brand to customers as it lets you track their behavior and anticipate their needs promptly while staying on top of their minds.
8. Segmenting customers more effectively for greater impact
Segmentation is key to building high-quality email lists and creating personalized campaigns.
Data indicates that subscriber segmentation is the most effective strategy for email marketing, with a whopping 78% success rate.
A consultant can help your business use segmentation more effectively. They can assist in growing your subscriber base through lead magnets, opt-in forms, and landing pages.
They can also use their experience to segment your email lists based on specific criteria. This allows you to send targeted, personalized campaigns that resonate with your audience.
9. Driving ROI more quickly and reliably
Suppose your company already has a large email list; an email marketing specialist can help you tap into that database of leads and convert them into buying customers using proven strategies.
An experienced professional knows the ins and outs of email marketing optimization that organizations typically don’t.
This specialized knowledge allows the specialist to deliver ROI quickly through upselling and cross-selling strategies, as well as reducing churn among existing customers.
10. Guaranteeing compliance with applicable regulations and trends
Email marketing is subject to various regulations that business organizations may not be abreast of.
An experienced consultant can guide you in complying with regulations such as anti-spam laws and data privacy requirements. This can go a long way in ensuring your business runs legally compliant email campaigns.
They can also stay up-to-date with industry best practices and emerging trends, keeping your email marketing strategies effective and relevant.
11. Mapping the customer journey more accurately
Understanding your customers’ journey is crucial for delivering the right message at the right time.
An email marketing consultant can map out the customer journey more accurately. This allows them to identify touch points where email communication can enhance the customer experience.
By aligning your email campaigns with different stages of the customer journey, you can nurture leads, drive conversions, and build customer loyalty.
12. Helping you save money by avoiding costly mistakes
Some of the most costly mistakes businesses make are due to the lack of accurate information.
However, a specialist is better placed to develop email marketing strategies tailored to the target audience and specific goals of a business.
By operating from an informed standpoint, the email marketing consultant can help your business avoid significant mistakes that can otherwise dent your bottom line.
What Does an Email Marketing Specialist Cost?
Email marketing cost varies from one business to another. There is no one-size-fits-all as far as this cost is concerned.
However, expect your email marketing cost to depend on the following factors:
- Industry or enterprise-specific needs
- Experience and expertise of the email marketing consultant, which directly affects ROI
- Scope of the services
- The project duration
- The nature of your current customer database and target audience size
- The complexity of the project
The Email Marketing Specialist Final Decision
Here, we have touched on several points that included inspiring data about email marketing, answers about an email marketing consultant’s role, the 12 points to successful email marketing campaigns, and finally, costs. The cited data indicates vast opportunities but we have also clarified that you must have a plan and a person / group dedicating their time and resources to see success with email marketing campaigns.
Because growing a business involves many moving parts, dedicating time and resources to email marketing can be incredibly challenging for any business. This can mean missing out on the true growth potential that email marketing represents for your business.
Thankfully, you can hire consulting services to help you realize the full benefit of effective and efficient campaigns. In future articles we will look deeper into how you can use email marketing to take your business to the next level of growth.
Endertech is a Los Angeles email marketing consultant able to help your business reach new customers and build stronger relationships with your current customers through effective email marketing. Contact us for your free consultation.