Companies are using various marketing strategies these days to interact with potential customers. With a wide variety of powerful marketing tools available in this modern marketing era, it gets a bit tough sometimes to choose which strategy will act as an effective marketing tactic for your business.
Email marketing is the oldest digital marketing channel. This is the most widely used channel since its discovery. Emails play a vital role in our day-to-day lives; we get various emails that are either related to work or a newsletter that we have subscribed to, recent purchase updates, educational emails, and so much more!
We think that emails have lost their charm, and users no longer use them. But this is a big NO! The number of mobile internet users has seen a significant increase in the past years. The first thing that we do in the morning is switch on the mobile internet and look for recent emails and notifications. The statistics suggest that more than 34% of the users worldwide are using emails. This is almost 2.5 billion people!! This number is going to have a major rise in the upcoming years as the internet is becoming an integral part of our day-to-day lifestyle.
Emails play a vital role in interacting with customers. We get various emails every day displaying special discounts, new products, order delivery, reviews, feedback, and so much more. Various brands and stores implement email marketing campaigns to engage a large number of users in their brand, thereby increasing the website traffic and user engagement. Targeting users through email is not a tough process if it is implemented in the right way and in an effective manner.
Today's digital marketers are aiming to achieve more with less. They connect with their audience in a personalized way. Digital marketers who can connect with their target audience and successfully convert them into potential customers will prove successful in delivering ROI and the revenue back to the business.
In this article, we will be discussing why you should use email marketing for your business.
So let's start!
Economical & Cost Effective
This strategy is easy to implement, effective, and doesn't require a large amount of money to invest upon. Emails are sent free of cost, you just have to register your company's email address, and then you can start with your campaign. Isn't that simple? Of course, it is!
If we compare the latest marketing techniques with the earlier ones, we will be getting a lot of points to write on the comparison table. Traditional marketing efforts mainly consist of printing, postage, etc but with email marketing, you can still create the same imagery, and even though the customer can get the follow-up information readily available with just a single click to your website.
The correct maintenance and building of email marketing lists can help you generate a greater ROI, and you can also build a close relationship with your prospects or existing customers.
Stay in touch with your audience
Emails help you to stay in contact with your potential prospects or existing customers. You can send emails regarding the latest offers and updates on your app or website and get the customers updated on your services. We need to understand that customers expect that kind of content that is worth reading rather than irrelevant or unwanted content of no use. Your emails should provide utmost value to the customers such that they are going through the entire content rather than just ignoring it altogether.
Personalized emails work very well when it comes to increasing interaction with the user. You can send these kinds of emails with eye-catchy and engaging subject lines. The statistics suggest that emails with personalized subject lines have a higher open rate.
As we discussed in the introduction section of the article, mobile internet users have seen a dramatic increase over the last few years. Mobile devices are connected to us like a part of the body. People check their emails anytime or at any place. So, this device is going to give you a large number of prospects for your business and thereby increase the value of your brand.
The studies suggest that almost 91% of people use smartphones to access their emails.
You can design email campaigns that are suitable for both web and mobile and even a tablet also. I am adding these statistics to make you understand that email marketing has not lost its charm. It still has so much potential to make your campaigns successful.
Emails allow you to send attachments also. If you want to give more information to your users about your services, you can easily attach the files and let the users understand your services in a more salutary and effective manner.
This attachment feature can be effectively used when you are sending order confirmation slips or invoice details. Emails are reliable for conveying sensitive and official communications. For example: sending transaction receipts, Login OTP's, invoices, etc.
Email marketing allows you to promote your brand affordably and effectively. Although we have social media with us now for brand promotions and awareness, emails still play a vital role in making people aware of your brand.
If you have a well-made email list, understand that the users have shown interest in your business that is why only they have allowed you to enter into your inbox. Through emails, you can make the users more aware of your products and services by adding links to your website so that the user is able to understand things in a better and effective way.
You can send emails based on the interests of the user, recent purchases, VIP customers, Old users, etc. The list segmentation allows you to analyze the interests of the users and target them based on them.
The main reason behind this is that the customers are in different stages of the buying cycle. For instance, some might have added items to the wishlist and will check out later, some have left an abandonment cart, some have made a recent purchase and so much more. You can analyze how you will be interacting with different users and then create various campaigns based on your analysis
You can easily track your email marketing campaign metrics. Email marketing tools allow you to track the bounce rates, delivery rates, unsubscribe rates, CTR(Click-through rate), and the most important open rates.
These metrics allow you to understand how your campaigns are performing, which ones to tweak, or which ones you need to get rid of as those didn't work for you at all. You can also analyze where you went wrong while implementing the campaigns through these metrics.
All these metrics are basically based on how you are approaching your customers, how properly you have presented your content, and how regularly you are interacting with your prospects.
The users can subscribe for email updates as per their choice. The email follow-ups can be monthly, weekly, bi-weekly, etc. Make sure you stick to this as if you are spamming the users with regular emails, i.e, every single day, you will be getting more unsubscribe rates rather than increasing your conversion rates.
Attract new clients
In addition to connecting with the users on your email lists, you can also attract new users by sharing your recent announcements and newsletters on the social networking handle of your company.
This will give you a chance to make people aware of your brand and services, thereby getting more users to get engaged with your business.
Direct Customer Interaction
Email marketing allows you to connect with your customers directly with just a single click. The users can send a response to your email and reply with their feedback, likes or dislikes, or even any kind of suggestions. You can specify in your email templates that you are just a single click away from interacting with your customers. This will help you in creating a trustworthy relationship with your customers.
You want your marketing message to be something that people look forward to seeing. Email marketing tools let you keep track of open rates, subscribe rates, etc, and also which messages generate the most opens and clicks. This will let you know which messages will get people excited to hear from your brand.
By sharing relevant and valuable content with your audience throughout the year, you will be able to stay top-of-mind and build credibility. It is quite normal that the users will not take action right away, but when the audience knows you have something that can provide a solution to their problem, they will be more likely to take action when time is right.
If email marketing campaigns are implemented properly, timely, and with a strategic plan, you will experience a major rise in the number of potential customers and thereby increasing your brand value and generate a higher ROI.