Throughout my experiences overseeing many corporate campaigns, one of the most challenging aspects of business is maintaining and managing good and ongoing communication with clients and prospects. With so many ways to interact with customers, it isn’t always easy determining whether social media, face-to-face, or other marketing channels are the best means of engaging people. And with such an abundance of options to choose from, email marketing is a straight-forward, cost-effective method of reaching out to customers and prospects that can often be overlooked.
Email marketing is one of the most effective ways to engage your audience. And if your business isn’t currently building a client email address list, then you may find that you’re being out-paced by your competition. When I was managing a team of elite marketing consultants, we found that small businesses were always looking for ways to connect and build relationships with their leads and customers – this is why it’s imperative that your business make a plan so that you develop an email marketing strategy that you can begin implementing right away. But, it’s precisely because email marketing affords businesses such easy access to customers, that it is very important that you are email marketing responsibly – this means that just because you have permission to email someone doesn’t mean that you should be inundating them with a deluge of your company’s latest sales pitches.
Almost all business professionals spend a significant portion of their day working with emails. In fact, almost 54% of the world’s population uses an email address! This makes email a fantastic opportunity for businesses to reach their target market. In fact, one of the main reasons why email marketing is a great marketing strategy is simply because consumers prefer email – your prospects and customers actually like getting email better than other forms of marketing communication; it’s been estimated that 72% of consumers prefer to receive their promotional messages through email. Also, remember that small businesses have limited budgets and can’t waste their time on marketing methods that won’t resonate with their businesses. Small businesses need to make sure that they maximize the results of every marketing dollar that they spend.
More Advantages of Email Marketing
It’s Super Easy for Customers and Prospects
Most people have access to their email at their fingertips – most people are in constant contact with their smartphones; customers are able to redeem coupons at a whim and can also access any special offers with a push of a button. There are very few people who don’t know how to use email, so your marketing audience is potentially huge.
It’s Fast and Convenient
Your customers have the ability to get information about last minute deals and exclusive offers – email marketing gives businesses the opportunity to get their latest promotional activities in the hands of their customers almost instantly. When your company has new information that they want to communicate quickly, Email is the quickest and simplest method to use.
Email Marketing is Cost-Effective (Cheap!)
Email marketing allows businesses to maximize their marketing budgets while still achieving their overall goals. Despite all the marketing new-fangled schemes digital marketing companies come up with, email marketing remains one of the most cost-effective digital strategies that you can use to reach your market. Marketing tactics like TV or print ads can become very expensive over time, but with email marketing there are very few costs involved. In addition to its low cost, email marketing gives a very high return on investment – according to one study, every $1 spent on email marketing generates approximately $38 in ROI. This shows how amazing Email Marketing can work for small businesses who have a very small marketing budget – you will not find a better marketing bang for your buck!
Email marketing is especially critical when you consider how important mobile devices are to marketing nowadays. The number of consumers using mobile devices climbs on a daily basis. Just consider how often people check their phones during the day – every time somebody checks their phone it is a chance for a brand to reach out and engage with tht customer. This means that your company will need to create business marketing emails with responsive design. This means that images and videos you use should be small so that they can be viewed easily on a mobile device.
Email Marketing can be Automated
Email Automation is a major aspect of email marketing and incorporating automation into your marketing scheme will ramp up your productivity to a whole new level. When you automate your email campaigns, you can more easily adhere to email marketing timelines; automation will allow you to use triggers and workflows to automatically send messages to consumers after they take a specific action. For example, if someone visits your website but leaves without making a purchase, abandoning their cart, your email automation can send them an email to see if they need any help completing their purchase. Email automation will enable you to maximize the potential of every Lead that your business gets and ensures that you never leave a stone unturned when working to capitalize on business opportunities. One of the best things about email marketing is that it frees up your business energies to focus on other tasks, while the automation takes care of the email.
Easy to Personalize Emails
The more our marketing becomes automated, the more our customers place value on personalization – customers want to believe that they are important to us. Today’s consumer is bombarded with marketing messages and they tend to respond best to those that are personalized and relevant. Email marketing allows businesses to personalize their messages to their customers – when you personalize your marketing messages, it helps your customers to build increased loyalty to your business. If you want to stay in the game with your competitors, it is necessary that your business use email marketing because the majority of all emails that are sent on a monthly basis are business emails. When you use the data you’ve collected from your customers to plan more relevant campaigns that your target audience will appreciate and act upon; you can personalize your messages and content based on the subscriber’s preferences and buying habits. It’s amazing what an impact simply using your customer’s name will have on your customer’s potential to buy.
Email Marketing can be Interactive
Email marketing enables businesses to provide different types of interactive content within the body of the email. By creating more interactive email content you’ll not only be able to better engage your customers, but also you can integrate other channels into your marketing. For example, you can use ‘share’ buttons to encourage others to share your content. Like with all your marketing campaigns, you need to track your Email Marketing KPIs – track your successes and challenges over time. Track metrics such as click through rates and conversion, so you can determine which content resonates best with your subscriber.
SOME OF MY FAVORITE EMAIL MARKETING PLATFORMS:
What Motivates Consumers to sign up for Email Communications:
- Coupons and Sale Promotions
- Company News and Updates
- Loyalty or Rewards Programs
- Free E-Books
- Product or Service Information
Based on my many years working both in advertising and business management, I have found the use of email to be a vastly underutilized resource in the business world. Grow your business with email marketing – if you don’t have an email marketing expert on your team, this may be the time to build a partnership with a marketing agency that can help you grow your email list and provide quality content that engages and converts your target audience. Email gives you the ability to maintain communication with all of your different audiences so that you can build the relationships you need to be successful. Let me know if you’ve had great results building an email campaign for your business and how you did it! I love to share success stories!!