Email marketing is perfect for promoting your business. It is effective because the people you are reaching have already expressed an interest in your companies product or service which means they could already be a potential lead who just need to be pushed over the line.
With possibly the exception of your Nan and Grandad or Ethel from down the road, do you know anybody who doesn’t have an email address? There are more than 3.2 billion email accounts in use today and (according to exacttarget.com) 91% check their email at least once a day. You can’t argue with the figures, people rely on email addresses and will not choose to stop using them like they may decide with Social Media, this makes email marketing a powerful promotional tool.
2. Life Span
Social Media is an effective tool for drumming up new business, however the life span of a tweet or post is only short. Generally speaking, if a post on Twitter or Facebook isn’t noticed within the first couple of hours, it will end up too far down your audiences timeline for them to ever notice it. The beauty of an email marketing is that an email will sit in your recipients email for as long as it takes them to acknowledge it – even if your subscriber opts to delete it or mark it as spam, they will likely need to select it first which gives them at least a glimpse of your company.
For most marketing platforms, whether it’s a magazine or social media there is no simple way of tracking traffic – email marketing offers clear and concise analytics for you as a company where you can check open rates, click through rates, conversion rates and even complaints. These statistics give you a strong starting point for further generic promotions or to follow up specific subscribers who are interested in certain areas of your business with selected offers.
Emails are most powerful when they’re personalised… Email campaigns are based on a customer database created by you, so the more data you collect means the more personal you can make the email feel. For example you could add a subscribers ‘name’ or ‘company name’ to your email subject or content area.
To get the best results in email marketing, it’s important to send the most relevant messages to the right people at the right time. So not only can you personalise the content of your email campaign your database will also allow targeted mailings to specific recipient groups (e.g. by gender or location).
Sending targeted mailings depending on field within your database is just the start – email automation workflows make it easy to focus your efforts where they count most. Simply set up your workflow so your recipients actions will determine what they will receive in future. For example if a customer signs up to your email database, 15 minutes later your system will send them a ‘Thank you for signing up’ email, then 3 days later a ‘Services we offer’ email and then maybe a ‘Like what we do, get in touch’ email. Workflows keep your customers engaged and your company fresh in their memory.