10 reasons to use email marketing
The very first email marketing message went out to 400 people in 1978. It was a hugely successful message, generating $13 million in sales. From that first message until today, email marketing has proven to be one of the most effective forms of digital marketing. It is a convenient way for companies to communicate with their target audiences.
To be effective, email marketing campaigns must be targeted and intentional. With the right email marketing strategy in place, you can increase brand awareness and increase sales. In fact, according to an infographic by Litmus, email marketing has an average return on investment (ROI) of $36 for every dollar spent. This 3,600% ROI is higher than any other marketing channel.
What is Email Marketing?
Email marketing is a form of digital marketing that involves communicating business news, sales, promotions, confirmations, coupons, updates, and other relevant information to your target audience via email. . There are several types of email marketing campaigns, including:
- Commercial and promotional emails
- Re-engagement email
- Transactional emails
- Lead nurturing emails
All marketing campaigns should be optimized for desktop and mobile devices. When creating an email marketing campaign, consider factors such as campaign type, target audience, and market segmentation.
Why should businesses use email marketing?
Email marketing is one of the most popular and effective ways for businesses to reach their customers. However, if you’re not sure about using email marketing as part of your digital marketing strategy, here are 10 ways it can benefit your small business.
1. It generates sales effectively.
Email marketing is incredibly effective at acquiring new customers and encouraging old customers to make another purchase. Research by Harris Interactive found that customers are more likely to make additional purchases as a result of targeted emails. You can use email marketing to drive more traffic to your website, which draws consumers into your sales funnel.
2. It’s affordable.
Email marketing is one of the cheapest forms of outreach available to a small business today. It also has one of the best ROIs available for brands of all sizes. The advantage of email marketing is that you can include the same elements as direct mail, including its disruptive effect with send time optimization, without the cost of printing and postage. Sending an email to an entire list often costs less than the price of lunch.
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3. It’s personal.
When you address recipients personally in the subject line, according to marketing analytics firm Retention Science, they open the email 2.6% more often.
A good email subject line is just the first step in making an email look like a personal message rather than spam. Here are other ways your small business can encourage clicks:
- Send a specific email to subscribers on their birthday or anniversary with your business.
- Offer a product or discount related to their previous purchases from your business.
- Include topics that cover topics of interest to your followers.
With a well-constructed email, you can automate this process to benefit your brand without investing a lot of time.
4. You can use segmentation.
One of the benefits of email marketing is that you can easily create segmented lists to send emails to specific people. These email contact lists can be created based on factors like geography or engagement, and they’re great for making sure you’re sending relevant emails to your audience.
According to SuperOffice, 89% of marketers fail to segment their database, but this mistake can be costly. Segmented emails not only make messages more personal and relevant to your consumers, but they also increase your click-through rate.
5. It creates a call to action.
People are more likely to buy something when they feel like they’ve invested in a product or service. By encouraging a click to open an email, you begin this investment process. Encouraging another click after the recipient reads the email is the next step on the path to conversion.
Even if a click doesn’t happen, continuous emails to interested subscribers create a drip campaign that can lead to success. That’s why you’ll see some results immediately and others over time.
6. It brings value to your audience.
Although email marketing provides value to you by generating leads, to be truly successful it must also provide value to your audience.
You can create multiple email campaigns that deliver a variety of valuable content to your readers. Embrace your creative side and deliver a strong value proposition. For example, consider mixing entertaining or informative emails with your promotional emails to keep your content fun and engaging. This shows subscribers that your emails are valuable in more ways than one.
7. It increases brand recognition.
Brand recognition is a key success factor in today’s marketplace. You need to create a brand that your target audience recognizes and resonates with them. The Data & Marketing Association’s 2021 Consumer Email Tracker found that 96% of consumers check their email every day, so take advantage of it. Appearing in your customers’ inboxes with relevant content will increase your visibility and brand recognition over time.
8. It gives your brand access to mobile users.
According to global healthcare technology company Asurion, the average person checks their phone 96 times a day, or once every 10 minutes! Mobile usage has exploded in recent years and email marketing allows you to reach users where they are. According to research by Litmus, mobile users account for 41.6% of all email opens. This is why email marketing is such an important part of a small business growth strategy. It places your message where your prospects are.
9. You can survey your consumers.
Many businesses benefit from using email to survey consumers. You can create an email campaign that sends out surveys to gather customer feedback. Surveys are an easy way to get information on what works and what doesn’t. It can help you tailor your products, services, and future marketing campaigns to consumer needs.
10. It provides measurable results.
Unlike other forms of marketing, you get measurable results with email marketing. You can see which campaigns are effective and which are not. You can even test different email outreach efforts to see which one will have the greatest impact.
Many other forms of paid marketing cost more and don’t offer these benefits. The ability to tailor a message to each consumer may be the biggest advantage email marketing offers to small businesses.
Best Email Marketing Services
If you’ve decided that email marketing is right for you, check out some of these highly rated email marketing services to get started.
- Constant contact: This affordable platform has robust campaign features and a 60-day free trial. It can help automate your email marketing process. Read our Constant Contact review to learn more.
- Reference: This software comes with an easy to use interface and helpful automations. It is ideal for users looking for a low cost marketing option. Read our Benchmark review to learn more.
- monday.com: This project management software has features to help streamline your email marketing workflow. It’s customizable to fit any sales cycle. Read our monday.com review to learn more.
- Freshwork: This solution integrates CRM and marketing functionalities in a transparent platform. It offers flexible add-on packages so you can customize it according to your needs. Read our Freshworks review to learn more.
Before launching a new email marketing campaign, do some research to find out which email marketing service is best for your business.
Drake Duenwald contributed writing and research to this article.