Gary Thuerk from Digital Equipment Corporation sent the first mass email in 1978 via the Advanced Research Projects Agency Network to about 400 potential customers. According to him it generated $13 million in sales and demonstrated the potential of mass email marketing.
With an average return on investment of $36 for every $1 invested, email marketing is now one of the most profitable and affordable marketing channels. If you have not implemented email marketing as part of your strategy yet there are many reasons to do so.
Keep reading to learn about many email marketing benefits.
What is Email Marketing?
Email marketing is a type of digital marketing through which businesses like yours can promote their products or services. Aside from order confirmations and direct replies to customer inquiries, any other email communications would be considered email marketing.
Important Types of Email Marketing
1. Email Newsletters
As the name suggests, a newsletter delivers news about your company but it doesn’t have to be limited to it. A newsletter gives you the opportunity to share important news, projects, updates, etc with your subscribers.
2. Transactional Emails
A transactional email speaks for itself – it is sent when someone completes a transaction like a store purchase or requests a password reset.
Compared to promotional and branding-focused campaigns, customers engage with transactional emails much better. It happens because these emails deliver valuable information customers care about.
3. Behavioural Emails
A behavioural email is one that is automatically sent to recipients depending on their behaviour and actions. These emails are triggered following a user’s interaction with a company via email, social media, the business website, etc. They contribute to higher revenue and consumer engagement.
Why Should You Care About Email Marketing?
First of all, email marketing strategies can be more thoroughly tailored to specific segments of your audience. Secondly, expenses are significantly lower than for other channels, particularly when taking into account the reach and conversion rate. Last but not least, email marketing’s ability to provide direct access to your audience’s inboxes is what makes it so unique and profitable.
How Email Marketing Can Benefit Your Business?
1. Increasing Brand awareness
The degree to which a brand is acknowledged by potential customers and appropriately related to a certain product or service is known as brand awareness.
You can easily grow an audience familiar with your brand and what it stands for. Make sure your email marketing strategies are consistent and long-term to keep customers looking forward to your emails.
2. Building Trust
By sharing relevant information about your business or a specific niche, you can develop a reputation as an invaluable resource and win the trust of the target audience.
3. Improving Sales and Increasing Conversions
Promote your products or services, encourage customers to make a purchase after abandoning items in their shopping cart, or send exclusive deals. Moreover, make email marketing a part of the sales process, and you’ll see that it will help increase sales as well. You not only bring useful information in front of the target audience, but you also simplify the purchasing process right away.
4. Generating Traffic to Your Business Website
When you publish new content on a business website, email is the best way to let your target audience know about it. Sending emails that lead to your website will not only increase traffic but also improve SEO. Remember to include an attractive call to action in the email so the audience will click through to your website without hesitation.
5. Nurturing Leads
Use email automation to help your prospects move through the purchase process according to their interests and needs. You can target customers who have just discovered your company, are considering their choices, or even are about to make a purchase with content designed for each stage of the customer journey.
6. Collecting Customers’ Feedback
In order to improve customers’ experience and understand preferences, a business needs to collect this information from them. Email marketing can help you in this case as well. For instance, you can use email campaigns to distribute customer satisfaction surveys and get feedback from your customers.
7. Cutting Costs
Email marketing efforts are typically more cost-effective than more conventional tactics like direct mail or printing.
If you have not implemented email marketing yet – give it a try. Once you figure out how to do it properly, you will be surprised at the expansion and the results it brings.
About the author:
Tali is a results-driven digital marketer with a track record of growing her clients’ businesses and driving revenue.
As the business owner at WSI Digital Path, Vaughan, she takes great pride in delivering powerful but cost-effective solutions for her clients.
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