Why you can’t afford not to make email marketing a part of your communications mix.
At one time, email was thought to be dead. This couldn’t have been further from the truth, with email experiencing a resurgence that speaks volumes of its relevance and effectiveness. Email is being harnessed to keep contact, develop relationships, and source essential data. Find out why email marketing should be a primary feature of your marketing mix.
What is Email Marketing?
Email marketing is an effective way to reach consumers via email. It relies on precision and is focused on engaging those consumers and businesses that are interested in the services and products you offer. Each email consists of a combination of graphics, texts, and links. How these are put together also has a significant impact on the way a piece of email communication is received.
A Few Facts
- Global email users will exceed 3 billion users by 2020. (The Radicati Group, 2016)
- Two-thirds of emails are read on either smartphones or tablets. (Marketing Land, 2015)
- According to Wordstream, email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
Benefits of Email Marketing
- Environmentally-friendly communication
- Personalised communication
- Measurable results
- Increases brand awareness
- Facilitates segmentation and data mining
- Targeted communication with relevant messaging
- Builds relationships
- Optimises content
- Easy integration with other digital platforms
- Enhances conversion rates
The Types of Emails Businesses Send
It’s rare for a business to only send one kind of email to subscribers. Most businesses see the importance of sending a variety of emails. The most popular are:
- Product and company updates (69 percent)
- Promotional emails (69 percent)
- Newsletters (68 percent)
- Event invitations (65 percent)
Sending different kinds of emails can keep consumers engaged with and intrigued by your content. If you send the same email over and over, customers will probably find it boring and will be less likely to open it.
Because most businesses will send customers different types of emails, they must be transparent when subscribers sign up. If you plan to send them newsletters, exclusive content, and promotional emails, make sure they know when they subscribe. Sending them unwanted emails will only upset them and lead to a lower opinion of your company.
Email Marketing Helps Businesses Meet Goals
Businesses use email marketing to accomplish several goals, but the top goals are growing and retaining their customer base (29 percent) and increasing engagement (22 percent).
When someone signs up for your emails, they are clearly interested in your product; your job is to keep their interest and hopefully influence them to make a purchase.
Retaining customers and increasing engagement go hand-in-hand. If customers aren’t engaged with your emails, how can they be influenced to remain interested in your company? Engagement leads to regular customers.
Email Marketing Isn’t Dead
Email marketing remains an essential part of a business’s overall digital marketing strategy.
Businesses that don’t use email marketing are missing out on a way to reach consumers, keep them engaged, and encourage them to convert.
Email marketing is here to stay.
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