Since the introduction of the internet, email marketing has proven to be an essential tool for businesses. As a business owner, it is important to understand the campaigns to use and how to use them in order to reap the maximum benefits.
Email Marketing and How it Works
In simple terms, email marketing is direct marketing that relies on the use of electronic mail to communicate fundraising and commercial messages to a target audience. Every current or potential client receives an email. Therefore, email marketing is the sending of emails:
With the goal of enhancing existing merchant/client relationships and encouraging repeat customers as well as increasing customer loyalty.
With the aim of getting new clients or convincing the existing ones to buy a product or use a service immediately.
There are several factors that make email marketing suitable for business owners and these include:
Affordability – Sending emails is cheap when you compare it to other marketing techniques.
High success rates – Emails target specific, ideal customers and as such the Return on Investment is often high.
Flexibility and ability to keep track – With analytics, it is easy for business owners to keep track of responses from sent emails, making it easy to determine whether or not they are effective.
Not all email marketing campaigns deliver the desired results. Therefore, you must understand what you are getting into and how to carry it out. To help you carry out an effective campaign, you should consider the following facts:
Creativity – Take into consideration the design of your emails such as the images, color, and layout. Ask your customers whether they prefer the emails in HTML or text format since there is often a preference for one over the other.
Relevance – Your emails should be personalized to every recipient and relevant to increase the rates of response.
Incentives – Recipients of these emails are interested in knowing how they will benefit from them. Therefore, adding an incentive, for instance a prize to be won, will make it easier for them to respond.
Timing – Emails should be sent during the day when the recipients are working instead of at night. Evaluate the best timing for your emails.
How Effective is Email Marketing?
The effectiveness of email marketing is one that cannot be disputed. This is attributed to the following facts:
Guarantees high reach – Whenever people become part of your email list, reaching them becomes easier. While not everyone will open the emails you send out, the fact is that things still work in your favor with email marketing when compared to other communication techniques.
Flexibility – Regardless of the kind of business you are running, email marketing can work for you. All you need to do is use an appropriate strategy at the right time. You can practically promote anything that is related to your business with email.
Minimal risk – Costs of email marketing are lower whether you hire a professional or you decide to do it yourself.
No expertise needed – Whether or not you have experience in email marketing, you can use it to reach a greater audience.
Getting a Better Response From Email Marketing
To ensure you reach a higher audience and get better results from your email marketing campaign, there are a couple of things you need to consider. These are strategies that can boost your results and they include:
Making offers – Include offers in your emails and ensure it is something your audience wants. For instance, it could be in the form of coupons for products or free products/services.
Content – This means creating content (for instance an article, video, or report) and telling people about that content within the email. This information should be placed behind an “information wall” that requires the client to take action. Having an opt-in form is a smart move as it gives people the opportunity to decide whether or not they want to access the information behind the wall.
Build relationships – For your business to grow, it is important that you build relationships with your leads. For instance, ask email recipients to respond to your emails and complete surveys. Without building a relationship, your recipients might feel you are pushy and that your content is distant.
Grow Your Business With Email Marketing
The popularity of email marketing is linked to its effectiveness and inexpensive nature. When it is done in the appropriate manner, it generates a lot of profit. As a business owner, you should use this marketing technique to expand your business. It gives you the chance to:
Increase the exposure of your brand
Stay in contact with your target clientele
Deliver great value
Cement your authority in your niche
Save on budget dollars
Expand your client network
If you are not using email marketing already, then you need to start laying the foundation for a campaign. This will boost your performance as a business and lead to increased Return on Investment.
With over 12 years of experience, we’ve experienced practically every scenario and explored an extensive range of strategies for online marketing success. Our team of creative, driven and experienced professionals can help you get where you want to be.