Email marketing has quickly become one of the most important weapons for marketers and businesses alike. You may be wondering what it is that gives email marketing such a huge advantage over more traditional marketing techniques and why it can give you a better return on your investments and provide you with better metrics to gauge customer engagement.
When it comes to email marketing campaigns, they have very distinct advantages that can help you generate more leads and build your brand.
Require Less Time and Effort
To get a genuine idea of just how much time you can save with an email marketing campaign, you only have to compare this strategy to two other common marketing techniques that are most often used by direct-to-business and direct-to-consumer communications.
Printed mailers: not only do you have to spend the time waiting for a graphic designer to create your mailer, often requiring several revisions, but you also have to allow time for delivery.
Telesales campaigns: this marketing method requires you to set aside some time to create a script and wait for your sales department to cycle through the long list of phone calls.
Email marketing, on the other hand, allows you to produce marketing material reasonably quickly and deliver it to your customers, potential customers, and target audience, in less than a few hours.
Real-Time Communication
Printed mailers and telesales have an extended period between the initial development of the campaign and its implementation. This means that these techniques will only work for long-tail campaigns that will allow for the slow delivery of these particular marketing strategies.
Since you can complete and send a marketing email in a few hours, it is literally possible to send mailers to your target audience that market products or services that you want to launch the same day. An email will even allow you to send personalized real-time messages that arrive in customers’ inboxes on their anniversaries or birthdays.
Personalize Your Message
Print, radio, TV, and telesales campaigns are mostly done with a one-size-fits-all approach. This makes it impossible to target individual consumers with a personalized message directly. This is unlike email marketing, which provides you with a dynamic way to offer deals to your target audience.
Not only does this method allow you to send a message that contains your prospects name, but you can also provide additional information like their purchase history. The personalization of email marketing messages is also much more straightforward than sending an individualized postal or print mailer. As a result, it is possible to further split your mailing list into smaller customer lists for further personalization.
Segment Your User Information
Email marketing also allows you to segment your main mailing list into even smaller lists that will enable you to send highly targeted messages to your target audience. With highly targeted and personalized messages, you will significantly increase your rate of conversions of your leads because the message they receive is highly specific to them.
For example, if you are a florist, you can take the time to search your database to find all your customers who have previously bought daffodils from your business. You can then use this targeted information to send these customers an email in April when the shipments of daffodils are at their highest. In this case, you will send your email messages to those customers who are more than likely to respond by making a purchase.
Send More Frequent Communications
Since an email doesn’t take as long to create and send as other marketing channels, you are able to communicate with your target audience and customers more often. Rather than being restricted to one flyer every month or quarter, you can easily create and send out a marketing email every week.
Of course, you can even send email messages more frequently if you have the permission of your subscribers. However, you need to keep in mind that it is typically recommended that you avoid sending email customers more than once a week unless it is absolutely necessary.
Reduce Overhead
A valid email marketing campaign can be executed at a fraction of the cost of other methods. It isn’t necessary to have a crowd of designers, market analysts, and other employees when you are dealing with email marketing campaigns.
In addition, you don’t have to worry about advertising rates, mailing costs, printing, or phone lines. In fact, you can now easily find email marketing services that will provide you with professional email templates that you can quickly modify to suit your needs.
Simplified Tracking
If you need to obtain accurate and usable tracking data from your marketing campaign, there are a few choices that are better than email marketing. Having this data at hand will let you quickly find out what works to identify and attract prospects and what doesn’t work. Professional email platforms can provide you with real-time information regarding who opened your email message, if they click on the link in the message, as well as letting you know the number of people who complained that your message was spam.
Better Brand Recognition
Some of the most recognizable brands in the world are so well-known that they are synonymous with the industry in which they operate. Take Spotify for instance, all of the emails that they send out to their customers and subscribers are relevant and brilliantly curated.
Email marketing campaigns are a great way to develop your brand identity because they give you a direct line to the inboxes of your customers and potential customers. Once you start to create valuable content for your customer, you’ll gain a slight edge over your competitors and generate more leads of people who might be interested in purchasing your product or service.
The best part of email marketing is that you can also use your emails to gather useful feedback from your customers. You can find out if your customer is happy with the content that you are providing, or if they would like to learn something different.
Finding out this information can help you to better tailor your marketing campaign to meet the needs of your target audience, which can result in your business generating more leads.
Build Stronger Customer Relationships
Consumers appreciate an excellent email and the time and effort that you spend to draft the perfect email won’t go unnoticed. Many of your current customers and potential customers want to know what’s happening in your business and what they can do to get involved. While it is nearly impossible to reach out to all your customers in person or by phone, you can reach all of them quickly with a strategic marketing campaign. You can even set up a drip marketing campaign to help you smooth out the process.
Drip email marketing campaigns are ongoing and will drive the user down the buyer’s journey to the final sale. They are often used to provide target audiences with constant value while helping to keep your brand at the top of your customers’ minds. Often times, you can set these campaigns up to slowly “drip” helpful information, products, or tips, over several days, weeks, or months.
Increase Traffic to Your Website
Emails are a great way to get more customers to visit your site. You can include relevant links to your site within the body of the email. You can also use your email marketing campaigns to get your customers to engage with other great pieces of content that you have on your website or your blog. Make sure that you include social sharing buttons in your emails to encourage your customers to promote your content across their own social channels.
It can be easy to get caught up in the intricacies of building out an email marketing campaign that will work for your customers and your business. There is a lot of learning involved, but there is also a lot of opportunities to communicate and engage with your customers, rather than merely sending them emails all the time.
With email marketing, you can build your brand, set yourself up as an expert, and generate more leads, without breaking your budget.
By now it should be clear how email marketing can significantly benefit your company as opposed to other traditional marketing channels. Incorporating email marketing into your overall marketing strategy will provide you a distinct advantage over your competition, allow you to build relationships with your target audience, and provide you the information and metrics that you need to improve your marketing campaigns and generate more leads for your business.
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