At its most basic level, email marketing is the use of email to promote your business. It is used to cultivate relationships with potential customers, keep current customers informed and updated on your brand, offer coupons to encourage customer loyalty, and more!
It is a direct form of marketing, similar to marketing through snail mail, but email marketing is much more efficient for your wallet and for the environment since it’s totally paperless!
Some people think email marketing is outdated, but they couldn’t be more wrong. Email marketing has been utilized since shortly after the birth of the Internet. It has evolved considerably since then and is still an incredibly useful marketing tool. In fact, many entrepreneurs argue that email marketing is more important now than ever before. There’s a good reason 85% of U.S. retailers consider email marketing one of the most effective customer acquisition tactics!
So what is email marketing used for?
Email marketing can be used to build trust with customers over time to turn them into repeat customers. It is also an effective way to keep your customers informed about new sales or promotions you are running. People want to stay informed about your brand, and email marketing is one of the best ways to stay engaged with that audience. In fact, 28% of US online shoppers report subscribing to store or product emails in order to stay informed on brands they care about.
Importance of email marketing
Email marketing is a cost-effective way to reach your audience. It can have a high conversion rate, encouraging users to take an action on your website, eg make an online purchase. It is quick and simple to use. Large and small businesses across sectors run successful email marketing campaigns.
Email marketing allows you to connect with your audience directly. You don’t need to rely on them coming across your ad. You have complete control over the format and content of your messages – unlike social media and other online channels.
Email marketing is measurable. You can use success metrics to compare and optimise campaigns. It is easy to target and personalise email marketing messages.
Advantages of Email marketing
Cost- effective – the costs of email marketing can be much lower than many other forms of marketing. There are no advertising fees, printing or media space costs.
Permission-based – your marketing list will be made up of people who have actively chosen to receive email communications from you. Customers who are genuinely interested in your products and/or services are more likely to engage with your business.
Flexible design – you can send plain text, graphics or attach files – whichever suits your message best. A choice of design options gives you scope to convey your business branding.
Scalable – email marketing can be used to reach large audiences or smaller targeted lists.
Personalisation and segmentation – with email marketing you can personalise messages. You can also segment your marketing list, so that your customers receive messages from you that they are interested in – this will help boost their engagement with you.
Shareable – it’s easy for people to forward and share your email content, building your reputation by word-of-mouth or viral marketing. This may help influence new customers to become followers of your brand.
Conversions and increased sales – if you have a new promotion people can click on links and follow your call-to-action immediately. Email marketing is also effective at every stage of the buying process. For example, you can influence someone to choose your product, nurture the customer relationship post-transaction and also encourage future purchases.
Measurable – you can evaluate the success of a campaign by using web analytics software. You can easily test different copy, subject lines and designs to see which is most effective. This allows you to optimise future campaigns.
Benchmark – you can compare your results against others in your industry. There are many free email marketing benchmarking reports available – you will find these by searching online. Benchmarking data can help you to evaluate and prioritise improvement opportunities.
Test before you send – A/B testing of subject lines, calls-to-action, personalisation, email copy, images or messages ensure your email content is as effective as it can be before you send it.
Less intrusive – unlike telephone marketing, recipients can read your message at a time that suits them. Customers can also update their preferences if they would like to receive different messages from you or unsubscribe if they feel they no longer want to receive your email communications.
Environmentally-friendly – email marketing is better for the environment than direct marketing by postal mail because nothing is printed.
Time-saving – through automation you can trigger emails to be sent to customers based on an action they have performed on your website – eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.
Real-time marketing – through email marketing you can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can reach the right audience, at the right time, in the right place and with the right offer.
Email Marketing by Gem Creatives
Email marketing is the most powerful yet cost-effective and way to engage with your target prospects. It builds trust, loyalty, brand awareness and eventually helps acquire new customers. Gem Creative’s offers end-to-end email marketing services from email list development and management; campaign template designing; content creation; monitoring and customized reporting.