Email has been around for a few years now and can be considered a bit ‘old hat’ by some these days. However, the fact that just about everybody has an email address means it’s not something to be dismissed lightly. So what are the benefits of including email in your overall marketing strategy? Here are just a few…
Can be personalised and targeted
One of the greatest strengths of email marketing is the ability to target and personalise your message to each recipient. Of course, the quality of the data you are using to achieve this is critical (see our article specifically on this subject here), but if the detail you hold within your database is useful and accurate, you can segment your market at the push of a button. Specific calls-to-action can be aimed at different profiles; targeted offers can be made; a variety of focused messages can be extended. Put simply: Email is the best way to directly address each potential customer and connect with them.
Email marketing enables businesses to reach an extended audience for little cost per contact in comparison to other marketing channels such as events, video, or direct mail. And of course, if time constraints are holding back the implementation of a new marketing strategy, experienced specialists in email marketing, like virtualROI, can step in without busting the budget.
Email campaigns are by far the most measurable method of marketing. Open rates, click through rates, forwarding rates, call-to-action response rates, they can all be measured pretty accurately. Multiple test mailings can even be sent, using slightly different wording to see which works best. So the clipper in your fleet can be fine-tuned before, during and after each campaign.
Easy way to reach mobile customers
It’s likely that a significant proportion of your potential customer base has a mobile phone, and it’s also likely that it’s a smartphone that manages email too. When you reach out to your audience via email, you’re using established technology that your customer already has in place, probably on multiple devices. So with email, you can reach them on whatever device they’re currently using. And not only that, incoming mails don’t often cost the recipient a penny to read, so guess what… they do! It makes sense to use it.
Compliments a multi-touch approach
Contacting your customers via email is a recognised way of supporting and enhancing other marketing strands. For example, if you’ve planned a social media campaign, perhaps via LinkedIn or Twitter, then a supporting email campaign will both reinforce your message and add credibility to it. It will also act as a prompt to your customer to actually make that purchase, book that appointment, or call for more information. It makes it easy.
Keeps customers informed
No industry stands still, and nor does any successful business. This means you regularly have news, offers and updates that you should be sharing with your market. Email is a very convenient method of doing this. If yesterday’s news is today’s fish and chip paper, you need to get your message out as quickly and cost effectively as you can. If you consider standard marketing activities to be a bit cumbersome at times, like a tanker that once set on its course is hard to turn, then email marketing is the clipper in your fleet. You can react to news within minutes/hours with an email campaign.
So, as you can see, email has quite a few advantages over other marketing channels. It’s both popular and well established, as well as quick to implement. The key is having the knowledge of how to get the most out of it. If you’d like to understand more about how email can boost your marketing please give us a ring, or continue to read our updates as we share further tips in the future.