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Email marketing the quiet hero of lead nurturing programs

Email marketing the quiet hero of lead nurturing programs

When it comes to your lead nurturing program, it’s easy to get caught up with all this talk about social media – building Facebook likes, scheduling tweets and Instagramming everything in sight – but let’s not forget about social media’s somewhat soft-spoken but ever-hardworking cousin, email marketing.

When it comes to sending a direct, targeted message to your customers and prospects, email is the ever-dependable, super successful channel to which we should all turn.

If we let the numbers do the talking, it seems like business-to-consumer companies are starting to catch on – 44% of B2C marketers are planning to increase their email marketing budget this year.

Why? Because it works! Email influences 80% of online shoppers to dig into their wallets and actually make purchases.

Mike Kustreba, Asia Pacific managing director of marketing services company Epsilon, says that brands can secure great return on their investments into email marketing by winning customers’ loyalty. This can be achieved by using the medium to continue offering value and reminding customers why they subscribed in the first place.

Successful email campaigns rely on the ability to target the right customers and deliver messages at the right time,” Mike explains.

Segmenting your email lists is key – target your messages to specific groups of candidates and avoid mass mailing to the wrong consumers. Many brands do this by letting their subscribers set the type and frequency of emails they receive.

“Push consumers to preference centres and invite them to opt in to customised email and select things they find most valuable, such as seasonal deals, flash sales and past purchases,” Mike says.

Another tip from Mike is, don’t forget to test, test, test!

“Take a break from your traditional email template and upgrade your design throughout the year, or test a different approach with content marketing. Review your subject lines, pre-headers and calls-to-action to ensure your messages are making an impact,” he advises.

If your email marketing needs a refresh, you might like to take a look at Niche Media’s lead nurturing programs – we can make sure you are making the biggest impact possible on potential clients.

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