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Our goal at SoVerve Marketing Group is to provide beneficial information regarding the processes of what digital marketing is and how it will help your business grow. We have previously discussed the importance of having a digital marketing strategy. We listed the necessary steps that need to be applied in order to build your customer persona and how to grow your following on the many different online platforms. Just like digital marketing, email marketing requires you to track your progress, compare and contrast results to better your strategy. At SoVerve, we teach our clients the importance of utilizing an email marketing strategy before deploying any other type of strategy. The projection track should look like this: Email Marketing Strategy, alongside with a Content Marketing Strategy and then a Social Media Marketing Strategy.
What Exactly is Email Marketing?
Let’s first talk about what email marketing is exactly. Email marketing is a form of direct marketing that uses electronic mail as a means of communicating messages to an audience. Using online marketing as a way promote a giveaway, sell, or any form of freemium content, in return, you ask your designated audience for their email address which is added to your growing mailing list. This is the gateway to their inbox. From there it is up to you to provide consistent high-value and exclusive content in order to gain their attention.
Growing your email lists will allow you to personalize each email and lets you speak directly to an individual with the hopes of gaining their loyalty, their trust, and eventually their business. Customers want to feel appreciated and valued, so keeping your focus on an individual client by personalizing your emails is key. This is why email marketing is so incredibly important to your business. You are speaking directly to your client base with limited barriers. Below we will walk you through ten benefits of using an email marketing strategy for your business.
10 Benefits of Utilizing an Email Marketing Strategy
1 | Cost Effectiveness
Email marketing is one of the most cost-effective ways to market your business. You do not need to spend funds on print or postage the way you would with other more traditional marketing materials like magazines, flyers, and billboards. You don’t need a large volume of employees, designers, or analysts in order to produce your campaign. There is a small overhead to invest in software that will automate emails by the thousands. Like our favorite tool, MailChimp.
2 | Micro-Targeting
Email marketing allows you to micro-target your audience in order to meet certain criteria that result in increased sales conversions. You want to be sure your audience receives content that is specifically geared for them and their likes and interests. You can search your database to discover what they have bought in the past and use that to your advantage to promote like items. Additionally, you can use list segmentation in order to create subsets of your list according to the products and services that you sell.
3 | Brand Awareness
With every email sent and read, your brand is exposed directly to your target and ideal audience in what can be considered a very intimate way. You see, at SoVerve, we believe email marketing has lost its way and many perceive it as a massive tactic rather than as a way to get personal with their audience members. As per the rest of your branding efforts, remember to always keep your brand design, voice, and value in mind when creating every campaign.
4 | Measurable Data
Analytics is your way of knowing what is working and what is not. Email marketing allows you to precisely measure multiple values like delivery rates, how many emails were opened, and subscriber retention rate. You can use this information to monitor what content your customers are most responsive to. From there, you can adjust your next campaign strategy.
5 | Calls to Action
With a tempting, a call to action, take advantage of impulse buying. Be sure to lead them directly to the page you want them to go to and keep it simple and seamless. Email newsletters are a great avenue to promote offers and share links that take your followers directly to your shopping cart. Start to build consistent value which will lead to your customer base keeping you at the top of their list compared to the other brands you compete against.
6 | Personalization
Make your customers feel special by having them believe your offer is exclusively for them and no one else. Speaking directly to a person by using their first name makes it more personable, much like talking to a close friend. You can include an item from their previous purchase history that relates to what you are trying to achieve. Personalize it by acknowledging it’s their birthday or anniversary. The gist here is to make the experience memorable and special.
7 | Sharability
Because of the lower cost and ease of use, email marketing campaigns can be sent once a week. Compare that to print advertising which is usually once a month and won’t achieve the same reach. Customers can forward and share deals and offers to friends and on their social media accounts. They are then acting as brand advocates for your business and continuing the line of promotion in a way that allows them to feel involved and part of your business.
8 | Reachability
Email marketing gives you the ability to reach thousands of potential customers around the world within seconds. It is used in conjunction with social media to grow your reach and build your email list. Unlike social media, email marketing allows you to measure who is actually reading your content, rather than scrolling right past it. It takes all of your efforts and creates a platform for you to exact your goals in a very direct way.
9 | Return on Investment
Email marketing has the highest return on investment than any other marketing channels. Calculating your ROI often is necessary if you want to stay immediately informed on how your campaign is doing. You can then make immediate changes to improve results instantly. According to MailChimp, your conversion rate through emails is about 9.4%, whereas your conversion rate through organic Facebook means is about 6.2%. This makes email marketing the better bet.
10 | Ease of Use
There are many different email marketing resources and software programs online that allow you to upload subscribers information, segment lists for specific campaigns, use pre-made templates, send emails to subscribers on a regular basis, and remind customers of items they have waiting in their shopping cart. If you really want to be different, you can create a custom template that matches your business and brand instead of using a popular template offered.
Creating a Competitive Advantage Through Email MarketingEmail has an ability many channels don’t: creating valuable, personal touches – at scale. - David NewmanClick To Tweet
After reading all of those amazing benefits that your business and brand could benefit from by using email marketing campaigns, it would be imprudent not to give it a serious try. Understanding the success that email marketing can bring to your business and your brand is important. Implementing email marketing into your digital marketing strategy will give you a better advantage to grow in more ways.
Therefore, yes, email marketing is a vital component in many industries. Learning it’s benefits before you set out to create your first email marketing campaign is necessary. Like anything else in your business, your goal is to see the benefits before jumping into the timely or monetary expense. Regardless, it is key that you understand the competitive advantage you will gain through email marketing. We hope that these ten benefits made it easier for you to make an educated decision.
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