Why is Email Marketing Important?
Why is email marketing is important? Well, for starters, it works well. Marketers still use email marketing because email marketing statistics show that it’s highly effective. These campaigns can be highly customized using the right tools, and as a result, they tend to remain relevant for customers over time. Better, many of the expenses related to email marketing are reasonable and minimally dependent on vendors. All of this means that email marketing is convenient to marketers, but there are other reasons why this method remains important.
What Is Email Marketing?
Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it could be considered a form of email marketing. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, and more.
Email marketing can include newsletters with updates on the company or promotions of sales and exclusive deals for subscribers. Marketing emails may also seek to share a general message on the company’s behalf, such as in the wake of a natural disaster or company scandal.
At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their audience. At its worst, this kind of marketing can drive customers away with persistently annoying spam emails.
How to work Email Marketing Important?
It’s easy to set up and track an email marketing campaign, which makes it accessible for small businesses. You can add a newsletter sign-up option to your website, for instance. As people sign up, you can send newsletters to a growing audience. You can also direct customers to the newsletter from your social media profiles.
A regular newsletter is a simple and effective way to send updates about your company, upcoming events, and special offers. Email software also makes it easy to schedule automated promotional emails for customers who haven’t purchased recently.
Email marketing allows you to target particular groups of customers or even specific individuals. Offering individual customers special birthday deals on merchandise or services is one way to do this.
A restaurant, for instance, might send an email to customers on their birthdays offering 50% off an entree. This kind of personalization helps a business develop and maintain a relationship with a customer—and that can lead to increased sales and customer loyalty.
“More than 34% of the people worldwide use email. That’s about 2.5 billion people. It’s predicted to increase to 2.8 billion email users in the next 2 years. Yup, email’s popular. The Radicati Group, who came up with that info, also reckon that the world sends about 196 billion emails daily. Out of these 196 billion emails the majority, 109 billion, is business email.
Let’s put it simply. Email marketing is a vibrant and powerful way to connect with people. Bringing it home, think about your own experiences. Do you even know anyone who doesn’t have an email address? You probably receive several HTML emails each week (I sure do). You read them, get inspired by them, and even look forward to the next one. Email is a big part of our lives. A very big part.
Email marketing is also a very personal way of reaching your target customers. Messages from your friends and family are sitting next to email updates from your company. That’s why email marketing works at its best when it is personalized. Email can be tailored to customer actions so that every communication is relevant to their interest. You can cover topics like changes in your company, victories, request feedback from your customer – this list is virtually endless. With 2.5 billion users, email isn’t going anywhere.
Still, thinking Email Marketing is not something for your company? Let us give you 6 reasons why Email Marketing is a channel you should not be ignoring.
1. More effective than social media (for customer acquisition)
Don’t get us wrong, social media is an extremely important component in any business’s marketing strategy. Social Media is a great channel for interacting with your audience and strengthening your many relationships with them. And because of that, it is an important first step towards reaching your ultimate goal – the conversion.
But when it comes to converting people into members, customers or supporters, email marketing is the way to go.
A study by Custora from 2013 found that customer acquisition via email marketing has quadrupled in the four years preceding 2013. Email marketing then already accounted for nearly 7% of all customer acquisitions that occurred online.
And that growth only kept on growing. In a study done by an e-marketer in March 2016.
2. Economic and Cost-Effective
It’s easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of nearly nothing per message.
For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail. You don’t have to take our word for it. A joint study from Shop.org and Forrester Research found that 85% of US retailers consider email marketing one of the most effective customer acquisition tactics.
Even with the explosion of all sorts of new technology and social networks, marketers keep coming back to email.
The reason is clear–for ten years in a row, email is the channel generating the highest ROI for marketers. According to research by VentureBeat as well as the Direct Marketing Association (DMA), for every $1 spent, email marketing generates $40 in ROI
Compared to traditional marketing efforts where printing, postage, etc. can take up a lot of cost for your direct mail campaigns. With emails, you are still able to create the same imagery with the added benefit of having follow-up information instantly available with one click to your website.
Perhaps just as importantly, with the correct maintenance of an email list, the cost benefits increase as does the ROI through the closer relationship established with the recipients. Together with the higher response rates that email marketing attracts, you, therefore, get more positive responses, more quickly and at a lower unit cost! Win-win situation!
3. Personal and Customisable
In email marketing, what you’re doing is segmenting your audience into lists, and sending each list a tailored email message that resonates with your reader and can provide them with something of value (segmented and targeted emails generate 58% of all revenue according to DMA, and marketers that use segmented campaigns, have noted a 760% increase in revenue, according to Campaign Monitor) Link: https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
When you write a post for one of your social media channels, you address your audience as a whole (“To all of our fans, we would like to say..”). But using your email marketing software correctly, allows you to address people individually by name, split certain topics only for certain members of your list, and eventually arrive privately in their inbox.
According to research from Campaign Monitor, emails with subject lines that include the recipient’s name are 26% more likely to be opened.
eConsultancy even goes as far as stating that 74% of marketers say targeted personalization increases customer engagement.
Email does not have to be SPAM – and it should never be! It can be used thoughtfully to build loyalty and trust in your brand.
Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them. Be friendly and personable. You are not invading their space if you have chosen your message and your recipient wisely.
Whether you realize it or not, everybody is trained to do something with an email -reply, forward, click-through, sign-up, or even straight buying.
Think about this!
Email is transactional by nature and you can use it to direct traffic to your website and ultimately drive sales.
As you develop your small business or startup marketing strategy as a whole, using email will allow you to see results straight away.
This means not just sending out newsletters, but also using email automation based on triggers of your customers.
Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue according to Experian.
There’s no guesswork in email marketing. When you use any email marketing software, you can track who opened your email, which links were clicked, and how many people unsubscribed.
You can easily get a picture of how your email campaigns are performing, make adjustments and improve your effectiveness. Email marketing metrics are important to remember as you monitor and measure your internet marketing strategy as a whole.
If you want to know how successful your email campaigns are compared to other people in your industry, have a look at the below chart by Constant Contact:
Almost all major Email Service Providers (ESP’s) are providing these kinds of statistics. Others include GetResponse, and the one we are using; MailChimp.
A lot of email marketing software allows for split testing of your emails. As A/B testing comes from direct mail, it should go without saying that A/B testing in your email marketing campaigns is essential. A/B testing can reveal a great wealth of data about your subscribers. Do they generally respond better to tempting subject lines such as “Free”, “20 percent off”, or “Now on Sale”? Or, are they more open to a softer intro, maybe informing them of what to expect in your email. All these things can be tested, measured, learned from, and improved upon.
6. Mobile devices allow people to check their email constantly
Because mobile devices have become so common, people are checking their emails all the time—in line at Starbucks, during their office commute, in the waiting room at the doctor’s office, at the grocery store, everywhere.
Some people think that with the growing popularity of social media platforms, email should be forgotten and may be pushed to the side.
A study in 2014 from Exact Target reports that 91% of people use smartphones to access their email. This is compared to 75% of the people who use their smartphones for social networking. Not using email as part of your internet marketing strategy means you are missing out on a channel that a majority of the world uses!
If we can do it, you can! Start with a few simple steps and find out why email marketing is important in your small business internet marketing strategy.
Get out your list of people who want to hear from you (keep in mind that you don’t want to be a spammer!), use an email service that works, write a crafty email message that is friendly and helpful, and hit SEND!
What is the advantage of email marketing?
First, email marketing is cost-effective. Email platforms are often free or priced very affordable.
Second, email marketing campaigns are very easy to implement. With the help of email automation tools, you can run email campaigns 24/7 without your direct involvement. Just do the initial setup, and everything pretty much runs by itself from there.
Lastly, it’s highly profitable. Email marketing continually delivers substantial investment returns, as you’ll find out in the later sections of this guide. It’s a tried and tested business investment that brings amazing results.
Advantages of email marketing
The email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived. But email is also one of the most cost-effective tools available, too. A 2015 study by the U.K.-based Direct Marketing Association (DMA) found that for every $1 spent, email has an average return on investment (ROI) of $38. For more on the power of email marketing, check out our email marketing statistics by industry.
Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit. You can even segment your emails and target users by demographic so you’re only sending people the messages they want to see most. Here are some email marketing campaign tips to get started.
Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best-performing message by using email marketing software that can also be configured to easily send out emails. Check out Mailchimp’s email templates to see more of what you can do with email marketing.
Tips for building your email marketing list
But how do you build an audience of people to send emails to as part of your internet marketing efforts in the first place? There are a few ways, and all of them have to do with treating your customers right, taking into consideration marketing best practices.
Don’t buy email lists. Many email marketing companies (including Mailchimp) have a strict, permission-based policy when it comes to email addresses, which means that sending to purchased lists is prohibited. Instead, concentrate on encouraging folks to opt in to receiving messages from you by using lead magnets. You could offer a discount on your customers’ first orders when they sign up for your email list via a custom signup form. Or maybe you can offer new subscribers free shipping on their next order—or give them a chance to win a prize when they join your list. Here are some more tips to help you build an email list.
Be aware of national (and international) email regulations. Make sure you adhere to any legal requirements and applicable laws in your area when sending automated emails, like the CAN-SPAM Act in the United States, the Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR) in the European Union for the treatment of personal information. The regulations are based on both your location and the location of your subscribers, and it’s your responsibility to know which laws apply to you. Here’s more advice on avoiding email spam filters.
Use email to have a conversation with your customers. Email is a great marketing tool, but it can help your business in other ways, too. Consider taking the occasional break from your regular marketing content to send out surveys, tell your customers how much you appreciate them after buying from you, follow up after an abandoned cart, or just say hello. Not only does it give your audience a chance to provide you with valuable feedback, but it also allows them to get more insight into the person behind the business.
Only send when you need to. Once someone has trusted you with their email address, don’t abuse that trust. Flooding your audience’s inbox with superfluous emails will cause them to lose interest or unsubscribe entirely. Focus on sending them relevant, engaging messages about the stuff they like, and they’ll be loyal for a long time to come.
See how Mailchimp’s free email marketing tools compare to the competition.
- Related concepts to explore:
- Email campaign tips
- How to build an email list
- Email templates
- Digital marketing
- Email automation
- Marketing automation
- Marketing analytics
- Landing page design
- Direct mail marketing
- How to buy a domain name
- How to make a website
- How to design a website
- How to start an e-commerce business
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