It may be one of the oldest marketing channels around but it certainly won’t be going out of use any time soon. Yes, we’re talking about email. When it comes to marketing, businesses of all sizes and in all industries are using this humble technology to achieve their business goals. If you’re thinking of embracing it too, you’re joining good company. In addition, if you’re thinking of how to market your business via email, you’ve definitely come to the right place.
The case for email in marketing
So, what exactly does email bring to the table in terms of marketing your business? Let’s take a look at 5 reasons email is king of marketing channels.
1. Unbeatable ROI
You’re in business to make a profit. As such, every tool you use must be justifiable. It must help with revenue generation. It’s exactly what email marketing does. It helps your business bring in clients and revenue. In fact, email marketing has been proven to have helped marketers achieve ROIs of up to 4400%. That’s a $44 return for every $1 you spend on your email marketing. If there’s a reason to invest (heavily) in email marketing, this is it.
2. Your customers prefer email as a communication channel
Studies continue to show that customers prefer to communicate with brands via email. Source: Marketing Charts That’s both in the B2B and B2C industries. As much as social media and chatbots seem to be the new shiny marketing channels, your customers still prefer to communicate with you through email. The reason for that is simple – email is more direct. Need stats to prove it?
- According to research conducted by Marketing Sherpa, a whopping 91% of American adults prefer to receive marketing material via email.
- Email, according to McKinsey, is 40 times more effective than social media when it comes to customer acquisition.
No wonder email reigns supreme as the king of marketing channels.
3. Cost-effective and easy to implement
While many traditional marketing channels have a standard rate when it comes to cost, email is different in that you get to choose a plan that is tailored for your business. Besides being a cost-effective marketing channel, it’s easy to set up an email marketing platform. In fact, most (like Delivra) are ready to work right out of the box. The advantage of this is that:
- You can keep your marketing costs low
- You don’t need to spend much in training or hiring a team to run campaigns
Whether you’re implementing an email marketing strategy for the first time or switching platforms, your business won’t suffer any interruptions – in budget and operations.
4. Easy to scale campaigns
Another great advantage that comes with email marketing is that it is very easy to scale your campaigns. Depending on the email service provider, you may first of all need to upgrade your plan in order to be able to send more emails or to a larger audience. As for the campaigns themselves, email automation helps you easily score your leads, segment your lists, and send highly targeted and effective campaigns.
5. Not affected by ad blockers
Both traditional and digital marketing platforms are losing their effectiveness for one reason – consumers are now in charge of the content they consume. For instance, viewers are ignoring television ads, skipping YouTube ads, and blocking online ads among other things. For marketers, this is making revenue generation difficult. However, email marketing doesn’t suffer from the above as it is a direct line of communication. The added advantage is that most, if not all of your recipients, opted to receive marketing material from you in the first place. That alone increases the chances of your promotions being seen by your audience. Having seen all the advantages of email marketing, it’s obvious that email is the best way to market your business. If you need tips on how to market your business via email, we’ve got you covered. Let’s get to it, shall we?
5 tips on how to market your business using email
Knowing the awesome power of email marketing is great. Better than that is knowing exactly how to market your business using email. Here are 5 of our top email marketing tips.
1. Invest in a robust email marketing platform
There are many email marketing platforms on the market, some free while others are paid. How do you know which one to invest in? First of all, if you’re serious about growing your business, you will have to forget the free versions and opt for a paid platform. Here’s why:
- Limited functionality
- Poor security
- Unreliable support
All of these factors result in ineffective campaigns. Paid options might look like they may be an extra expense, they are feature rich, more secure, and more reliable when it comes to those mouthwatering ROIs email marketing offers. It’s why many marketers, both B2B and B2C, trust Delivra as their go-to marketing automation solution.
2. Build your email list
The most important asset every email marketer has is an email list. Knowing how to build an email list is one of the most important steps in learning how to market your business using email. To get quality subscribers to subscribe for your list, follow these best practices:
- Create a lead magnet that appeals to your target audience. When creating a lead magnet, make sure it appeals to people who need your product and services.
- Make it easy to sign up. While you may want to get as much information as possible from your prospects, it’s wise to keep your forms short.
- Collect emails at checkout. People who have bought from you are more likely to buy from you again. Collecting emails at checkout will give you an opportunity to market yourself to an audience that is already interested in your product.
Once you have built up your email list, you are now able to market your business more effectively to an audience that is already interested. Doing this will result in higher conversion rates for you.
3. Set goals
Before you go ahead and send out your first email campaign, set goals for your email marketing. Email is definitely the best way to market your business. But for best results, you need to be strategic in your marketing. In other words, you need to set goals for each email campaign you send out. Some common goals you can achieve with email marketing include but are not limited to:
- Customer acquisition
- Brand awareness
- Product promotion
- Lead nurturing
- Educating customers about your product/service
By setting your goals, you are better able to measure the progress of your marketing. It also helps you increase your revenue significantly. How?
4. Segment your email list
According to Campaign Monitor, segmented campaigns can increase your revenue by as much as 760%. Email list segmentation is simply grouping customers who have some common characteristics into different segments. It makes it easier for you to manage your email list and market your business. Some characteristics you can use to segment your list include:
- Browsing or purchase history
So how does a segmented email list drive revenue?
5. Personalization is key
Email list segmentation empowers you to personalize your email campaigns. In other words, it enables you to create content and promotions that are tailor-made to your audiences’ needs. Standing out in people’s inboxes is becoming harder by the day due to the fact that the number of emails being sent and received in a day is skyrocketing – approximately 300 billion. This is where personalization comes to play. It increases open rates as your recipient will immediately know that your emails are relevant. Contrary to popular belief, however, personalization goes beyond addressing recipients by name. It also includes:
- Creating relevant content
- Sending timely campaigns
- Addressing your customer based on their position in the customer journey
As you can see, personalization is impossible to pull off manually. It’s why marketing automation is a necessity, not a luxury. Collecting and putting customer data to use in personalization is only possible through the use of technology.
Knowing how to market your business using email is a critical aspect of running a modern business. Despite other newer and more enticing marketing channels popping up every day, email remains the most dependable. Need more tips on how to market your business using email? Check out our article on how marketing automation can help you drive more conversions.