Why Does my Business Need Email Marketing?
What is email marketing?
The most basic description for email marketing can be defined as: the use of email to promote your business. It is used to create and nurture relationships with potential or current customers, keep them informed and updated on what’s going on with your brand, offer coupons and other exclusive discounts to encourage customer loyalty, and more depending on what type of business you’re in.
It is a direct form of marketing, the digital equivalent of sending brochures or flyers through traditional mail - except email marketing is much more efficient both for your wallet and for the environment.
Some people think email marketing is outdated, but they couldn’t be more wrong. Email marketing has been utilized since shortly after the birth of the Internet. It has evolved since then and is still one of the most efficient digital marketing tools available. There’s a good reason so many retailers consider email marketing one of the most effective customer acquisition and conversion tactics.
What is email marketing used for?
Email marketing can be used to build a trusting relationship with customers over time, in order to turn them into repeat customers. It is also an effective way to keep your customers informed about new sales or promotions you are running. When people want to stay informed about your brand, email marketing is one of the best ways to stay engaged with that audience. In fact, many online shoppers report subscribing to store or product emails in order to stay informed on brands they care about or to get access to exclusive sales and discounts.
What is the benefit of email marketing over other methods of marketing?
94% of Internet users use email. Therefore, marketing through email allows you to reach a huge number of users that might not be on social media. Furthermore, a survey found that an astounding 75% of adult online users say email marketing is actually their preferred marketing method.
If you’re not already using email marketing, it is something you should definitely consider in order to reach a wider audience and strengthen your brand’s relationship with current customers.
Another benefit of email marketing is that it allows you to track your ROI. Everything is trackable with the use of email marketing software so you can determine who is opening your emails, who is clicking onto your site through your emails, and more.
The ROI is usually very high because you don’t have to put ad money behind emails to get them to the correct audience as you do with most other forms of advertising. They are already targeted towards the ideal consumer because you are only sending emails to people who have given you permission by voluntarily signing up with their email address. This makes email marketing one of the cheapest possible marketing tactics.
An increasing number of users admits to browsing and opening their emails on their mobile phones. If you’ve been considering using a text message or SMS campaigns, email marketing might actually be a better choice for you. Email marketing works practically the same way as SMS marketing, but you can reach desktop users as well and most smartphone users find emails to be less bothersome than text messages from companies.
While email marketing is often used in conjunction with other forms of marketing like social media advertising or Google ads, it has its own
Let’s say you have an Ecommerce store and you’re running a sale. When you post about the sale on social media, not all your followers will see it due to the algorithms social media platforms use. Only about 1% of your followers will typically see a Facebook post unless you’ve boosted it using Facebook ads. If you send an email about your sale, it is guaranteed to be put in front of every single member of your email list.
This is quite different from ads on search engines, social media, TV, magazines, and radio. Someone who comes across your ad on Facebook or while watching the morning news did not request to learn more about your brand, so they are more likely to ignore your message or even be bothered by it.
If a consumer directly provides you with their email address, it is because they specifically want to opt in to your email marketing. They may have been tempted with a coupon or some other promotion, but it is still a much more consent-based marketing strategy. This is part of what makes email marketing so popular.
How do you start an email marketing campaign?
The first step to starting an email marketing campaign is to gather an email list. Before a potential subscriber provides you with their email address, there are a few questions they are likely to consider. Will you spam them? Will you send special discounts? Will you make their email address public or sell it? You’re going to want to make it clear to would-be subscribers that they will benefit from subscribing to your email list and you will not spam them or give anyone else their email address.
There are countless ways to build your email list, but a good place to start is to embed an email registration form on your website. This way you can leverage your existing website visitors and offer them special information or discounts in exchange for their email address. You can also use your social media accounts to gather emails, as mentioned previously. A good call-to-action button and copy and an enticing offer like a discount or an e-book is a great way to gather subscribers.
What is email marketing content?
Once you have a considerable email list, it’s time to start planning your emails. There is a vast range of content you can include in your emails and unique formatting options to choose from.
Some examples of content you can include on your emails are links to articles on your website, loyalty rewards for subscribers, customer testimonials, information about new promotions or sales, and announcements about new items or services. Emails can also be used to simply remind people who have expressed interest in your company that you’re expecting their visit.
From writing the perfect subject line to selecting an appealing layout, crafting your emails can be overwhelming. The content you include in your emails really depends on the type of business you are running. However, there are some techniques that work best for most businesses.
For example, a study by the Relevancy Group found that marketers who add video to their email campaigns see a rise in revenue of approximately 40%. Info-graphics, lists, and promotions/discounts also make for very appealing emails.
Just be careful not to make all your emails about selling products, and don’t send them too often as it can saturate your audience. Your emails should also include valuable information your subscribers may be interested in reading.
As far as layout goes, consistency is key. Your emails should match the style of your website, ads, and social media accounts for consistent branding. Also, make sure your emails are mobile-friendly.
In conclusion, email marketing may be life changing for your business. One of the only potential downsides to email marketing is that it can be time-consuming to do it properly. In order to avoid that, you might want to consider hiring a digital marketing agency to take care of that process for you. This way you know your campaigns are optimized, well written and visually pleasing - which in turn will convert more users into customers and have wonderful results for your brand’s business and overall image.
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