The pace of innovation and the availability of means for marketers doing marketing are increasing dramatically. There is a significant shift from traditional marketing to digital marketing. Although digital marketing has witnessed an increase in social media marketing, search engine marketing and influencer marketing; email marketing still plays an important role in doing marketing online.
Doing marketing is expensive. Marketers are looking for a high ROI marketing strategy which is affordable and effective. Email Marketing is the answer!
What is Email Marketing
Email marketing is a marketing practice that uses email as a means to deliver commercial messages and generate sales from current and potential customers.
The usage of email marketing can carry many forms. Email sent out to customers can be recent promotions or offers, purchase reminders, introduce new products, newsletters, ect.
Why Businesses Use Email Marketing
Email marketing is one of the oldest online marketing strategies, but still remains its position in the marketing field. This is because these reasons:
Generate the Highest ROI
Email marketing is one of the best ways to reach and engage your target audience due to its efficiency. According to a study, the median email marketing ROI is 122% that is much higher than other marketing tactics. Email marketing can generate $38 for every $1 spent. This is insane!
Many marketers prove that email marketing contributes largely to the revenue of a business. This contribution is increasing due to the increase of email engagement. With this high return of investment, email marketing is seen as a worthy investment for your marketing strategy.
Have High Conversion Rate
There is a positive perspective that the conversion rate of email marketing continues to rise in the future. The average open rate of email marketing fluctuates around 21%, depending on which industry. In addition, the average click rate is 2.26%, which is quite potential.
4.24% of visitors from email marketing buy something, compared to 2,49% from search engines and 0.59% from social media. With this high figure, email marketing can be a preferable marketing tactic that business should adopt.
There is one thing we can’t ignore: sending email is free.
While advertising on social media and search engines cost us a lot of money to reach potential customers, marketing through email is relatively cheap. With email, there is no cost to buy an ad space or no cost to be seen by potential customers.
For small businesses with limited email lists, email marketing is free. As the business expands, you might need a tool to manage the email marketing activities and customer database; which costs you a relatively small amount of investment. Compared to other marketing tools, email marketing tools are cheaper but give you the most of what you need.
Reach a Huge Number of Audiences at Ease
When you want to reach more people on social media, what would you do? You probably increase the budget spent on advertising. With email marketing, you can reach thousands of people just one ‘send’ click.
If social media and search engines don’t give you the control over how many people will see your message, email marketing does. Email marketing lets you control how many people you want to send email to, and you can adjust the number based on your marketing strategy.
However, to reach a large number of recipients, you need to have a large database. Getting data from potential customers is not an easy task. This can be done through numerous approaches and this will take your time to build the list.
Able to Make Mobile-friendly Easily
Mobile email opened account for 46% of all email opened and this number is increasing in future. As people are becoming busier, they often receive the marketing message on mobile. Adjusting every marketing message to be mobile-friendly is a must in doing online marketing.
Creating mobile-friendly email is easy because an email sent to customers doesn’t have many visual elements. There are numerous templates to create a compelling email marketing message that the businesses can use to design the message in minutes.
Personalisable and Customisable
Have you ever noticed that the brand you subscribed remembers your birthday better than your friends? Sometimes, you receive the email that seems to be written specially for you. With email marketing, you can do all these things.
Some email marketing tools allow you to send the personalised email to recipients. This can include their name in the message, the offer for the products they saw last night, the list of the products they’re interested in, ect.
This can be done by segmenting your audience list into specific groups with some characteristics or you can set up the automated email sent when visitors take specific action on the website.
Personalisation helps you send the marketing message to the right people at the right time. This effort will achieve the higher open rate and higher conversion rate in email marketing.
Track the Performance
With the help of email marketing tools, you can manage the performance of email marketing campaigns. Many free marketing tools offer the dashboard and report which give you comprehensive information.
In a report of an email marketing campaign, there aren’t so many metrics and overwhelmed data to look at. In fact, the metric is easy to understand. There are some metrics you should look at: spam percentage, open rate, click rate, unsubscribe rate and bound rate.
If you wish to get more insights into the email marketing campaigns, you can use other analytics tools. These analytics tools allow you to track the receiver’s behaviours, interests and specific actions after clicking to the email.
Email marketing is an effective way to re-marketing current customers. Some businesses set automated emails sent to customers who abandoned their shopping cart. In some cases, a customer might receive an email listing the products which relate to the one they have been purchased. For example, they receive an email showing the blouses which are compatible with the trousers they just bought.
Email marketing can re-marketing customers in several ways. With the help of email marketing tools, it becomes easier.
To be successful in email marketing, you need to have a good strategy to approach the right audience with the right message. This isn’t just as simple as drafting an email and clicking the send button. A lot of planning and preparation needs to take place in order to ensure your email is effective as possible.
Our marketing agency has email specialists who design and compile emails with a purpose. Our team knows what it takes to get your readers to open your email and take action on it too. We understand that each brand is different, with a different goal, target and market audience. That’s why we carefully curate your email to suit you, your brand, your readers and most importantly, your goals.
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