Melinda Aiken While other digital marketing strategies have evolved, the question continues to be asked, “Is email marketing still important?” In short, yes. Just as other platforms and mediums have changed, email marketing tools offer your business the opportunity to reach clients more successfully than ever before. A solid email marketing strategy will help you reach and engage with your target market in a personalized way and raise sales at an affordable cost.
Here are the top 9 reasons email marketing is essential and how it can help your business:
1. Stay In Touch With Your Audience
Emails allow you to keep your customers in the loop. Consumers can check their emails when it is convenient for them. It can make them feel like you are thinking about them. This email can be as simple as:
“Hi, we were thinking of you, here’s a special offer!” or “Here’s an update on what’s been happening with us over the past few weeks.” Those who have signed up for your email list have already committed to receiving these communications. So they’ll be happy to receive these emails (provided you offer them something worth reading), which will increase engagement with your customers.
2. Reach Your Customers In Real-Time
Reach them on the go! According to Litmus, 54% of all emails were opened on a mobile phone. This is a significant figure that should be considered when intending any advertising strategy. More and more consumers are using their mobile devices to access email and all other types of media and information. Not only that, but well-designed emails result in higher conversion rates on mobile devices than any other medium.
3. People Deal With Emails
For a long time, over 40 years to be exact, email has been a form of communication. Over the years, email has quickly become one of our primary means of communication. We have all been raised to respond to an email in some way. Whether it be to reply, forward it, click through to something else in the email, delete it, buy something, or sign up. We often tend to do something with email. Knowing this, you can use email to direct people to your website, have them pick up the phone and call you, or any other call to action. More than 25 percent of sales last year were attributed to email marketing.
Reasons why email marketing is essential and how it can help your business:
4. Email Advertising Is Easy To Measure
Most email advertising tools offer the ability to track what happens after your email campaign is sent. You can track delivery rates, bounce rates, unsubscribe rates, click-through rates, and open rates. This will give you a great idea of how your email campaigns are performing, which ones you should optimize, or which ones you should eliminate. These metrics shouldn’t be ignored. They are an essential part of your internet marketing campaign as a whole. While various studies and surveys provide “optimal” numbers, it all depends on your industry and your target audience. If your customers want daily emails and expect them, you should provide them. However, your unsubscribe rate will increase if you send too many emails to consumers who don’t want more than once a week. It’s all about knowing your clients and providing them with valuable content.
5. It’s Affordable
Yes, we know you’ve been waiting for us to make this point. The cost per (potential) conversion is so low with email marketing that I can’t imagine every business not participating or using it more often. You can reach a large number of consumers for less than a few cents per message.
Email marketing services like SendGrid cost 0.0006 cents per message at the Platinum Marketing Email level. Mail Chimp lets you send up to 12,000 emails per month for free. The company also offers more extensive monthly plans for growing businesses with up to 600,000 subscribers and plans for high-volume senders for anything above that. Another email advertising company, Vertical Response, offers free email marketing for up to 4,000 emails per month and 1,000 email contacts. Vertical Response also offers subscription services for higher volume senders.
According to Shout It Out Designs, if your company has an email database of 15,000 people, it would spend about 152 hours per year managing the campaign. This includes writing, designing, scheduling, sending, etc., the emails; answering questions about offers, missing coupons, or other concerns; and maintaining the database: adding and deleting members, updating information, and other tasks. Yes, it does offer a significant ROI, but it might be a brilliant idea to hire someone to manage these efforts.
6. Enables Targeted Messaging.
Now let’s discuss the importance of email advertising for customer lead nurturing sometimes referred to as email lead marketing. The basic idea is that your potential customers are indifferent buying cycle stages. Some are in the consideration phase, some are in the research and comparison phase, and some are in the ready-to-buy phase.
Developing buyer personas can help you determine what content you should create for each stage.
Customers need information that will move them to the next buying cycle stage; the right content can do just that. It’s all about getting these potential customers into the sales funnel not as quickly as possible, but as efficiently as possible. Segmenting these clients into appropriate email marketing lists helps companies target these groups more effectively.
7. Increase Brand Awareness
No, social media site is not the only platform that drives brand awareness for a company. Possessing a client’s or prospect’s email address means one thing: they have shown some interest in your business. Email marketing allows you to increase that interest and brand awareness by staying at the top of their agenda.
This doesn’t mean you have to send four emails to every customer a day. That’s an excellent way to get customers to hate you. Instead, try email marketing that promotes your activity in the local community. Far too often, companies try to sell, sell, sell their products via email marketing, completely ignoring the brand awareness factor. They also prevent the ultimate opportunity to gain customer trust and give their brand a sense of personality.
8. It’s Timely
Speaking of selling, selling, selling.
Yes, one of the benefits of email advertising can be to sell your products if you target them appropriately. It’s essential to use all the customer data and information you can get. Giving your customers a special offer on their birthday or telling them that their favorite dish is half off is more effective than simply sending them a menu.
You can also include seasonal deals to promote a holiday offer or an annual sale with this email marketing strategy. Be sure to convey a sense of urgency with each offer customers are much more likely to buy if an offer is about to expire.
9. Email Is Used By (almost) Everyone.
A Hubspot survey found that 91% of clients use email. That alone should be enough to persuade you to use the tool. Unless the remaining 9% are in your industry (hint: they’re not), email offers an incredible opportunity to reach clients. Not only can you give them discounts, special offers, new products, and much more, but you can share those emails and forward them to anyone you want. A good email marketing strategy encourages customers to share offers as often as possible. Remember brand awareness?
Email plays a significant role, especially in the B2B world, as it is an essential form of communication for 73% of companies.
Read More: What Is Marketing, Really?
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