Email marketing operates brilliantly for keeping in touch with your existing customers. If people like you enough to sign up for emails, and if you send them messages, offers, updates, promotions, etc you know they will like, when they want to receive them, it’s a win win for you and your brand.
It’s one of the few forms of marketing that consumers actually consciously choose to receive. Which shouldn’t be forgotten. That means higher conversion rates than other forms of marketing which they didn’t opt in to.
And done properly, it builds loyalty. Your customers turn into fans. If the content is right, they’ll share it with other people. The knock on “Hey have you seen this?” effect is a fantastic additional benefit and helps you convert even more potential customers.
As part of your overall digital strategy and working alongside social media marketing and digital advertising, this more mature medium is still bringing in the goods.
Everyone is on email
Email is used by 2.9 billion people. That’s like half the world’s population. Everyone you know uses it. They check it first thing in the morning and last thing at night. When you’re at work you don’t Tweet a college. You don’t Snapchat your boss (hopefully). You email them. This is not going to change. People don’t hate emails. They just hate getting emails they don’t want.
It has a better return on investment
The stats have probably changed since writing this, but at the time of going to press (or whatever the digital equivalent of that is) for every £1 you spend on email marketing you get a £44.24 ROI. That’s pretty impressive. An email is 6 times more likely to get a click through than a tweet.
It’s targeted and tailored
Whether you’re in B2B marketing or B2C marketing, you can use a creative and effective email template to specifically target your target audiences. You can see what they respond to best, what they click on, what they follow up on. And so tailor your messages, offers and promotions to them in a much more personalised way.
OK, we know the preferred term is cost effective but email marketing really is cheap to produce and dispatch. Especially compared to traditional advertising, like direct mail.
And you can send emails via different devices and speak to your audiences when they’re on the go so it’s flexible too. And can be read and responded to just as quickly as text messages or instant messenger services.