Does your company or business use email marketing? If not, is it the time to invest in email marketing? With the breakthrough of social media, is email marketing relevant? Is it worth it to invest the time and resources to develop an email marketing program at all? The answer is yes, as email is consistently cited as one of, if not the marketing channel that delivers the highest ROI. Email marketing is an economical and highly efficient method for your business to create deep relationships with a wider audience than traditional marketing. According to a research by Ascend2, 82% of B2B and B2C companies use email marketing. To survive this cut throat competition, and for better returns on investment, it is necessary that you impart email marketing in your overall digital marketing strategy. We have listed out reasons why you need email marketing in 2017 in this article.
Low Cost: The most obvious reasons of all is that you have to spend less money in email marketing compared to other mainstream marketing methods. In fact, email marketing is 20 times more cost-effective than traditional media, as there are no printing or postage charges. Granted that you need to invest for specialist software to automate, track and analyze the campaign, the cost is small for sending thousands of emails and you can reach a wider potential customer base.
Targeted Marketing: With email marketing, you have the ability to control who exactly sees your email by segmenting the target audience based on geography, age, income, or whatever suits your needs. Want to send a discount voucher to the 18-25 year old females in a specific locality? Consider it done. Let’s say, there is a sale on mobile phones, the email can be sent to only those who have shown an interest in mobile phones.
Interactive approach: Email marketing is an element where we can cash in impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. This makes email marketing interactive. A right call to action commonly known as CTA button drives a customer to buy your product/service like no other channel can. You can create an email campaign using videos, graphics, music, quizzes, a game, or anything that will get your targeted client drawn in straight to the checkout.
Easy to create: You don’t need a huge team or complex technical details to create an email campaign. It is certainly possible to ramp up the efforts with interesting and catchy images, graphics, or videos. Now-a-days there are a lot of automated tools (mailchimp and mailkitchen) and software to design fancy emails using drag and drop tools. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing. This ease of creation of email campaigns enables startups and small business owners to achieve high ROI with utilizing low resources.
Ease of Tracking: Analytics are an important way to measure the success of any campaign. Many marketing channels present vague and estimated results. Email marketing, on the other hand, draws precise and valuable metrics. Today, we have automated tools and extensions which track delivery rates, open rates, click-to-deliver rates and subscriber retention/unsubscribe rates. These are not just any numbers. These statistics give you an insight to your consumer interests, and behavior. What time in the day and week does he/she respond to your content? Which kind of information entices him? These valuable inputs help you redesign your content to increase your conversion rates.
Email can be Personalised: Email adds a personal touch which no other digital marketing service cannot. You can craft the title, subject, salutation, and content according to the person you are mailing. Studies show that a customer is likely to respond to an advertisement which is personalized compared to a generic one.
Email is easily shareable: Your readers can forward and share the tempting offers with their friends and circles with a single click. Before you know, your customers speak about your branding, making it the most valuable brand message. It’s an undeniable fact that word of mouth advertisement works faster and more efficient than any other form of marketing; so, when a subscriber shares an email with friends, your brand gains more exposure and credibility.
If you had any doubts, whether email marketing is for your business, these reasons tell you why it’s the best bet to go in 2017. Need help with designing your email campaign? Talk to our digital marketing experts at Viratel. Or check out how to calculate ROI of your digital marketing services here.