What is Email marketing? Importance and it's Benefits
Posted on Dec 13, 2021
Email marketing is yet another digital marketing strategy of sending emails to your prospects and respective customers.
Consistent and effective email marketing can convert prospects into customers, and one-time buyers into loyal life-long customers.
Why is email marketing so important?
Although there’s a tremendous rise in social media and website marketing, email marketing remains the most impactful way to convert leads and boost customer engagement.
Some of the reasons why you should opt for email marketing
- #1 communication channel: Recent data from HubSpot discovered that a staggering 99 percent of people check their email every single day.
- You own your leads: Unlike social media, if your account gets disabled you lose your fans and audience. While being an email marketer, even if you close your account, you’d still have access to your email list, hence, your prospects. You own your list.
- Better conversion: Marketing via email, makes buyers purchase and spend 138% more than people who’re marketed through any other channel. Stats say Email marketing has a tremendous ROI (Return on investment) of 4400%. Considering those figures, you might want to revise your digital marketing strategy and include email marketing into the mix.
Getting started: Email Marketing
Wondering how to kickstart your email marketing strategy? Don’t worry we have got you covered. It includes several moving parts that make up an effective email marketing strategy, but it doesn’t mean it has to be complicated.
1. Make a list
One thing’s for sure, you can’t start sending out your email marketing campaign if you don’t have anyone to send it to. Not to forget, email marketing won’t work at all if you don’t have the right people on the list.
That indicates that you should be targeting the right audience at all times, if you deviate from your actual prospects, your scheme would die out right there. To capture the right leads to grow your email list.
Moving on to our next step
2. Email Service Provider (ESP):
Simply, an email service provider is the host of your email communication. It implements email servers to send, receive, accept, store email for other organisations or end-users, on their behalf.
The good thing about ESP is that it helps you segment your audience, organise your list and ultimately distribute your email campaign to your prospective leads or customers. It also lets you track results for future campaign improvements.
There are plenty of ESPs out there, all you need to do is filter out the ones that provide the right services that satisfy your strategy requirements and would integrate the right marketing tools. These ESPs should resonate with your business and brand so that they could provide exactly what you need.
After these two steps, all you need to do is refine your lists and send a clear message to your audience that is connecting with them and leads them to make a purchase. Also, it’s a good idea to automate your email services so that it becomes easy for you to reach and track the progress of your campaign.
Email marketing: Benefits for businesses
- Personalised content:
Email marketing is all about being personal with your prospects, it’s a good idea to send content written that is directly calling out your customers or target audience. This way the receiver feels connected to you and feels at ease even it’s your first time contacting them through email. E.g. including names and email addresses.
So having variations in your email, whether it’s a new customer or an old one. You’d be able to retain them at the end of the day by being personal.
- Improve sales
Since email marketing is an excellent marketing tool and ideal for digital marketers, it actually can also improve sales.
You can feature your products and services in your email, which is a good way to communicate your brand and another effective attempt to increase sales. Personalised content will incorporate messages that influence your audience and encourage them to buy from you because they’ve opted for your emails and updates.
- Generate web-traffic
When you’re creating good content, how do you communicate it? You send emails.
With effective email marketing, you’ll re-direct your audience from your email message to your website and this will improve your SEO. Plus, this will keep your audience engaged with your brand.
Keep in mind, a good practice is to include a CTA (Call to action) in your emails so that receivers can click through your website.