Have you ever wondered if email campaigns were a waste of time or a relic of the past? Well, they’re not.
Even in today’s world of oversaturated messaging, email marketing remains a powerful tool in delivering business’s messages to their customers. But a good email marketing campaign is more than just sending random emails to as many people as possible. With the right strategy, email can help your customers engage with your company. And engagement = sales.
Email marketing as part of your marketing plan
Over the past decade, social media has exploded into the marketing scene. Social media channels like Twitter, Facebook, and Instagram have changed the way businesses interact with their customers. Compared to these channels, email might seem archaic.
Don’t throw your email marketing plan out the window just because you think its old school. A well-designed email campaign can give you a high return on your investment. The average ROI for businesses is $38 for every $1 that you spend on email efforts. [See also “Email Etiquette 101: 4 Steps to Making a Good First Impression.”]
Email Marketing Benefits
Do you want to grow your business, gain new customers, and pull in sales through new offers or deals? Email marketing reaches your audience better than any other channel. According to McKinsey, a global management consulting company, email is 40 times more effective at acquiring new customers than Twitter or Facebook.
Sound too good to be true? Check out our top reasons why email marketing can help grow your business.
1. Email can help you reach a larger audience.
Facebook has over 1 billion active users; Twitter has more than 255 million. With those numbers, you’d think social media would be the way to reach as many people as possible. But the number of social media users pales in comparison with the number of email users. In 2017, there were 3.7 billon email users worldwide. This number is predicted to grow to 4.1 billion users by 2021.
2. Email marketing has a higher conversion rate.
You want your emails to result in leads, sales, memberships, or increased clients. Email is a powerful tool when it comes to conversion rates. The average click-through rate of an email campaign is about 3 percent. That percentage may seem small, but it’s much higher than Twitter’s 0.5 percent rate.
3. Email is readily accessible.
Before the advent of smart devices, email had to be accessed through desktop computers. Individuals had to carve out time to actually sit down and check their email. Now, individuals can check their email any time. And they do — email users check their email in between work tasks, when they are bored, and even while using the restroom.
4. Email is a consistent marketing platform.
During the last year, Facebook changed its algorithm to reduce the number of followers who will see a brand’s post (with the exception of paid advertisements). So if you were relying on your Facebook page for free points of contact with your customers, you’ll need another outlet. With the changes, only 2 percent of your followers will actually see your posts in their newsfeed. Twitter also announced an algorithm-controlled feed.
Email isn’t controlled by a single company, which means it’s an open platform for communication. Email marketing gives you the freedom to control how and when your customers see your message — and no one can change the rules on you.
5. Email marketing can increase brand awareness.
Every email you send exposes current and potential customers to your business and brand. The right email strategy and targeted content can help you build value in the eyes of your audience.
6. Email marketing can lead to brand loyalty.
Emails give you the chance to build a relationship with your clients and customers. When you give something of value to your customers, they will return the favor by sticking with you. Value can be anything from deals to tips and advice related to your product or service.
Email needs to be at the forefront of your marketing campaign. Now is the time to change your strategy if you haven’t considered email. The right strategy, coupled with proper guidance and the right message, can go a long way in ensuring you benefit from your email marketing campaign.