You might think that because there are now newer forms of internet marketing, email marketing is out. Well, it isn’t. In fact, email marketing remains to be an important channel for retaining and engaging customers, according to a survey of more than 500 marketers.
The same survey revealed that almost 70% of businesses are using email marketing as their sword hand in promoting their brands.
Companies use email marketing for many reasons. It is perhaps the easiest and most effective way to roll out a big product/company updates, promote a brand, invite people to events, and engage customers (through newsletters).
If you’re thinking of incorporating email marketing in your business strategy, you’re doing the right thing. Below are the major reasons why an email campaign should be your sword hand to achieve your business goals:
It’s better than social media.
Did you know that there are more email users than social media users? What’s more, nearly all social media users have an active email account. This means that whatever business you’re into, you should consider email marketing as part of your advertising strategy. Moreover, statistics reveal that:
- 72% of people prefer receiving marketing contents via email while only 17% prefer it via social media.
- Email is 40 times more effective at acquiring customers than Facebook and Twitter.
- People purchase products higher in value via email than via social media.
However, combining these two strategies can lead to significant results. Research shows that click-through rates increase by a whopping 158% when social sharing is included in marketing emails.
Email marketing promotes brand recognition.
The top three uses of email marketing are newsletters, promotional contents, and welcome series. Email is an easy way to communicate with many people, from a few hundred to thousands (even millions!). With just one powerful campaign, you make it possible for most consumers to get to know your brand.
Take note, however, that email marketing involves sending bulk emails and what it’s important here is trying to avoid spam traps. Here are some housekeeping suggestions to avoid getting marked as spam by your subscribers or their email service providers:
- Keep subscriber lists clean. Do not purchase subscribers. The quality of your list is much more important than the quantity. Implement an opt-in confirmation when people sign up to subscribe.
- Remove inactive subscribers from your list. Only send emails to those who positively engage with your subscribers.
- Validate new email addresses to catch typo errors and non-existing email accounts.
- Use a tool that combats spam traps.
It helps you establish authority in business.
Businesses and marketers use emails to share information and other contents that provide value to their customers. Through newsletters, you can show people that you are an expert in your field or industry and that you are deserving of their trust. Contents like customer success stories, informative guide, tips and hacks, infographics about how your products are made, and inside stories in your company don’t just promote brand recognition, they also help establish your authority.
To ensure that subscribers engage with your contents, be sure to:
- Know your audience. Identify segments within your list so you can send them personalized emails or contents that interest them. This increases open rates of your marketing campaigns.
- Identify their signup sources. Did your subscribers join your list via social media or through your blog? Knowing their signup sources gives you a better idea of how to communicate with them.
- Decide what to write. You want to send emails with purpose, not just some old marketing hypes. When deciding what contents to create, always think about your subscribers and keep in mind what they signed up for.
- Make your email look professional. Incorporate visual elements, not just text. And don’t forget to add links or a call-to-action button which should redirect them to the exact landing page they need.
Email marketing is a great tool for promoting your business. Many companies use email as their major marketing strategy for several reasons.
One is that it’s better than social media. When combined with social media marketing, it can greatly increase your conversion rate.
Two, it’s an easy way to promote your brand. You can send one email to thousands of people in just one click.
Three, it makes you an authority that consumers rely on. By creating contents that appeal to the needs and interests of your target audience, you can establish your credibility and people will learn to trust your company until they become your loyal customers.
When used correctly, email marketing can be your sword hand in achieving your business goals. See to it that your email list contains active subscribers by doing a regular cleanup of your list (removing inactive or unengaged subscribers) to increase your sender reputation and avoid spam traps. Furthermore, create contents that are helpful, entertaining, and attention-grabbing.