You probably have heard of the term email marketing repetitively on the internet, during marketing strategy meetings, at seminars and at conferences. You have also probably heard of its many benefits, which include affordability and improving customer communications. Nevertheless, what is email marketing really? Why should you use email marketing and how does it work? How is it more effective than other advertising options? These are just some of the few questions on the minds of most people not familiar with email marketing.
What is email marketing?
Email marketing is the act of marketing a specific message via email to a group of people. Most emails sent to customers are considered email marketing if they help to increase brand recognition, build customer loyalty, and earn customer’s trust in a product. It generally involves sending of advertisements, solicitation for sales, or a request for business. Generally, the term can refer to any activity that falls under:
1) Sending of emails with the aim of improving the relationship with customers and encouraging loyalty and repeat sales.
2) Sending of emails with the aim of acquiring new clients and convincing them to purchase a product.
3) Adding your advertisements to emails sent by other businesses to their clients with the aim of increasing the recognition of your brand.
Why should you use email marketing?
Email marketing is an efficient, quick, and affordable way to promote your products and services, all while staying connected to your clients. Here are the top reasons why you should use email marketing for your business.
It allows you to target specific customers
Unlike other traditional marketing methods, where it’s very hit and hope as to who will read your messages. You can customize your campaign so that you target only the customers you want to reach.
For example, you may sell kids clothing and rather than bothering your subscribers that only have girls with an email about ‘boys clothing’ you can send that marketing campaign to a particular group of people that have boys. Thus increasing the relevance of the email for the reader, in turn resulting in higher open rates, click-through rates and ultimately, more sales!
It is affordable
Unlike other advertising methods, email marketing is very affordable both to setup and maintain. Whether you send the emails yourself or through an email-marketing agency, you will be able to reach hundreds or thousands of people at a very low cost. The return on investment when using email marketing is also very high – $44.25 for every $1 invested, according to the Email Marketing Benchmark Report for the year 2013.
You can personalize it
A recent study has shown that most customers prefer to be engaged by businesses using email rather than social media. One of the main reasons for this is that emails have a higher level of personalization that cannot be matched by social media – or most marketing techniques. Most email campaigns are interactive and they are a great way to keep in touch with your clients. By personalizing the marketing messages, you are able to build a good relationship with your customers, without feeling like you are selling them every time, thereby increasing brand loyalty.
You can measure the effectiveness
Email marketing through an approved marketing platform like Mailchimp produces comprehensive reports that enable you to measure your marketing effectiveness. This will give you an insight into the parts of the campaign that are working and the ones that are not. Such knowledge enables you to modify your marketing strategy quickly, for greater success.
As mentioned, these are the most fundamental reasons your business should be using email marketing. However, this topic has withstood the test of time, and still the most profitable marketing method used online today. Because of this, its not so easy to get right, without a little hand-holding along the way. Need help with setting up your email marketing platform or want to discuss a content writing strategy for your new email marketing journey? Then contact us today to discuss how our writers can grow your email marketing list with ease.