Less people are sending letters these days; the cost of a stamp or perhaps the time it can take for the recipient to receive it are the two main reasons why most people avoid sending letters. We live in a society where people want and expect instant results. Email marketing is a popular marketing tool and is valuable to your business.
More emails are being sent instead, both by the consumer and by thousands (millions even) of businesses world-wide whihc is why email marketing has become so valuable to your business.
Why is email marketing valuable to your business?
Here are a few reasons why:
I touched on this above. The cost of a stamp (and add onto that printing costs) or perhaps the cost of other communication methods i.e. SMS or a phone call. Email marketing incurs little cost compared to mainstream marketing channels. Email marketers might consider investing in specialist software to automate, track and evaluate their emails and 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.
Email is one of the few channels that your customers ask to receive. Your customers sign up to receive them – therefore your target audience is more specific allowing for higher conversion rates. You could (although I never recommend this) send unsolicited email messages – but this is likely to annoy consumers and damage your brand.
Easy to create and track
Whilst it’s possible to ‘jazz up’ your emails, some of the most successful campaigns are purely down to the content. Interesting and relevant content engages your audience. Another benefit to email is that you’re able to track the open, click through and conversion rates. In other words, you can track the number of recipients that opened your message, clicked to read more and then clicked on whatever your ‘call to action’ may have been. This allows you to measure the success of your campaign and to help you see how you can improve in the future.
Easy to share
Your contacts can share at the click of a button (and there aren’t many other ways of doing this with your marketing). This may result in you getting more followers and an increased number of people aware of your brand and products/services.
Most businesses would love to only reach those customers interested in their brand and products/services. Email marketing helps you do this – you’re able to only send emails to subscribers who meet certain criteria i.e. if you only want to email people in certain parts of the UK – you can segment your data to do just that. Segmentation and gaining information about your subscribers is a great way to tailor your marketing message.
Because email is instant, you may be able to start seeing results instantly. Also, what other marketing platform allows you to instantly send a message globally? Social Media can, but you won’t be able to see who’s reading your content.
Return on Investment
Quite often what you’re most often interested in. As explained above, email marketing allows you to track your campaigns and measure the success of them.
Do you use email marketing?
If you don’t use email marketing, perhaps it’s time for your business to begin?
Interested or need some help to get started? Please get in touch, I can help.