Email marketing is often over looked and classed as ‘old school’ but it’s a great way to refresh past customers’ minds about your business, attract new customers, create loyalty, and promote discount schemes. 40% of B2B marketers say email newsletters are most critical to their content marketing success and 73% of millennials prefer communications from businesses to come via email. Millennials make up almost one-quarter of the UK population, so this is a huge market segment!
If you aren’t utilising email marketing, here are our top 5 reasons why you should…
Content can be personalised
Targeting and customisation are huge right now, and it can be as simple as adding the target person’s name in the subject line and as a greeting. Most email marketing tools also have the capability to segment and target audiences to send relevant emails to them – if the right data is collected, this can go as far as sending discount codes on customers’ birthdays.
Feedback and surveys can be collected
Email is a quick and effective way to gauge customer satisfaction – instead of an old-fashioned telephone or postal surveys, email allows you to collect data and find out who loves your brand, who encourages their friends to buy from you, and who dropped off after their first purchase. If you’re able to gather this data, it means you can amend the tone of emails to reflect how satisfied your customers are with you.
Email marketing boosts sales
59% of marketers say email is the best source of ROI with segmented campaigns gaining as much as a 760% increase in revenue! Emails have the capability for you to add your products directly to them, which can influence buyer decisions. Think about what you receive in your inbox daily, granted you likely ignore a lot of your emails, but let’s say you’re looking for a new pair of sunglasses and an email has a pair of sunglasses directly linked in the main body of text. There’s a high chance you’ll click through to their site to browse more of what they have.
Email isn’t just a great way to get leads and clickthroughs, it’s also great for creating nurture campaigns. Let’s say you clicked through to the sunglass’s website, and even if you don’t buy a pair, you’re now in the nurture campaign. You’ll receive retargeted ads, further emails, and maybe even texts. Eventually, you’ll be so exposed to the product that you’ll probably buy it.
Emails are cost-effective
Traditional print or mail campaigns can be a costly and lengthy process, with email, you can attach images and links quickly. Not only are emails more cost-effective, but they’re also a lot more efficient from a time perspective and data tracking perspective. Lots of email software programs are free up to a certain number of sends – mail chimp for example is great for small businesses.
Ultimately, if you aren’t using email marketing, you probably should be. It’s a great way to boost brand visibility to customers who have been in your database for a long time, but it’s also an awesome way to keep you fresh in new customers’ minds, by having a mailing list you can also entice new leads with discount codes and insider info.
If you want to talk about how you can implement email into your marketing strategy, get in touch!