What are the benefits of email marketing? If your company or business isn’t appropriate email marketing, should they? The answer is probably yes, as email is consistently cited as one of, if not the, marketing channel that constantly delivers the highest Return on Investment (ROI).
Email marketing is used by thousands of businesses of all sizes across the world. Those who are unknown with this trick of marketing may not instantly understand why it is so popular among organizations in various industries – but here are nine reasons why email marketing is seen by many as the most effective marketing channel.
Reach An Already Engaged Audience
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses using the platform only send messages to those who have signed up to receive them. That can allow for much higher conversion rates as a business only targets those who already have an interest in their brand.
It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image. As a company that offers email marketing software, we strongly suggest that you don’t use purchased lists for your email marketing – the results you’ll see from growing your list and acquiring customers will lead to far more substantial results.
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilized by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in due to print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?
Deliver Targeted Messages
Most marketing professionals would happily pay to ensure they were only spending money targeting those interested in their brand. Email marketers can go one step further, though, by only sending emails to subscribers who meet specific criteria.
If a franchise only has an offer in some regions of the country, it can easily be arranged for emails to be sent only to those living in certain areas. If there is a sale on sports goods, it can be arranged for only those who have shown an interest in sports to receive an email.
Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown that marketers who use this tactic boast improved engagement rates as a result. The old ‘spray and pray method of sending the same email to every subscriber or customer no longer works. The companies that see the best results from their email marketing are segmenting data and campaigns to ensure that they’re sending the most relevant message to individuals.
Drive Revenue Through E-mail Marketing
Marketing Week reports that email generates around £29bn retail sales annually.
Email marketing is excellent for taking advantage of impulse buying. There aren’t many other marketing platforms that allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
You’ll find a plethora of information about how you can successfully use psychology in email marketing to help improve your results, including one of our most popular pieces of content – The psychology behind creating successful email marketing.
Easy To Get Started
Email marketing doesn’t necessarily require a huge team or reams of technical nous to be successful. It’s certainly possible to jazz up an email campaign with fancy templates, videos, images, and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing. Many email marketing platforms, ours included, offer Drag & Drop Editors, which allow you to create stunning campaigns, quickly and easily.
Easy To Measure With Email Conversions
Another critical benefit of email marketing is that it’s easy to see where you’re going wrong. Most email marketing software will allow you to track open, click-through, and conversion rates, making it simple to spot how a campaign improved. These changes can be made almost immediately, too, whereas print or broadcast advertising requires quite a bit of effort to alter.
Easy To Share
Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren’t many other types of marketing that are shared as quickly as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
More and more, we see brands cleverly utilizing this tactic, and social proof has become a massive influence for online selling in recent years.
Reach A Global Audience
What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word among a global audience – but there’s no telling who’s reading your content.
Alternatively, you can always get hyper-local using one of the other ten benefits – segmentation.
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a particular billboard, magazine, or television channel. Email marketers might consider investing in specialist software to automate, track, and evaluate their emails. There may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
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