Email is a cost-effective way of reaching your customers with your products. Many platforms facilitate email marketing. Some of these platforms can be used for free, while others may charge a small fee to access premium features. Examples are Mail chimp, Hub spot, Constant Contact, Salesforce, and many more.
Without these, you may not get the desired results out of your email marketing strategy. We call these the Four Ps of Email Marketing. You may also have heard in other places the phase 4 Ps of the Marketing Mix. In this article, we are going to look at the 4 Ps concerning Email Marketing.
The 4 Ps: Product, Price, Place and Promotion.
Product- You should consider your email marketing platform here. How will you package your message? What features does the platform allow you to have? For example, does the platform enable you to send surveys? Does it allow you to personalize your emails to your recipients? These are the questions that you should answer in the planning stage. Do you see how I played with Ps there?
Price- We look at the price from two perspectives. As a marketer, you should consider what your customer wants and what you are willing to invest to reach your customer. First, what does your customer want? What is your Unique Value Proposition (UVP) to your clients? Is it visible on your email? The second perspective is how much are you willing to invest in the emailing platform of your choice?
Place- Where do your clients hang out? Your content should be a ‘magnet’ of sorts to the type of audience you want. You should be there to attract them to your mailing list. Consider sharing your newsletter on the different social media platforms where your customers are. This way, they would sign up for more content if they like what they see.
Promotion- You should be on a platform that allows you to promote to a sizeable audience to realize the Return on Investment. Ideally, you should be able to reach