Why Use Email Marketing?
Why should your business start implementing email marketing? Could it be the impressive ROI of £30 for every £1 spent? Or the potential reach of 5.6 billion active email accounts?
Here, we list our top 10 reasons to start email marketing today.
Well, What Is Email Marketing?
Email marketing promotes your products and services whilst simultaneously creating a healthy relationship with both existing and potential customers. It can be entirely cost-free and still stands as the most successful method of marketing, providing you with direct access to your target audience’s personal mailbox, whether this is viewed on their desktop, tablet or mobile. Email is an extremely simple (and eco-friendly) method to convey your message, with your customers being 45 times more likely to see your email compared to a post on social media.
1 - Personalised Marketing
Email allows you to create a persona for your company; a writing style which suits your approach to business and a tone of voice which will appeal to your target audience. Email is a platform to express yourself and appeal to your customer directly, whether this is through the design of the email, the main body of text or even the subject line. Many email platforms such as ActiveCampaign, MailerLite and MailChimp include features which allow you to create a subject line targeted to the recipient, such as “{First Name}, a £10 voucher code just for you!”. Using this technique creates a personalised experience for the reader, resulting in them feeling important and gaining trust in your company.
2 - Expanded Exposure
3 - Build Trust And Credibility
4 - A Reach Across Multiple Devices
5 - High Return On Investment
6 - All Capabilities
7 - Create Automations
8 - Discover What Works For Your Customers
9 - Increase Traffic To Your Website
10 - Create Relationships
Email Marketing Problems
Segmenting your audience correctly: Your customers would rather not be inundated with copious emails for a variety of products and services they may not be interested in. By sending multiple and irrelevant emails to people may result in them unsubscribing entirely from your email list. To ensure this doesn’t happen, your segmentation needs to be organised perfectly. To do this, you need to divide your audience into sections such as age, gender, their purchase history, geographic location, sales funnel location and even the paths (webpages) they interact with on your website. Following this method will assist with sending your customers emails that they will be personally interested in, resulting in higher conversion figures for your email marketing.
Forgetting about your existing customer base: Many businesses focus on bringing in new customers; with offers for first time purchases and incentives to drive potential new customers to purchase your products/services. We find that your existing customers should be who you focus on retaining, offering loyalty programs and special discounts for your loyal customers. Practising this method aims to create healthy relationships by building trust and credibility for your brand.
Low open rates: If your emails are not being opened, the main reason for this will be your subject line, as this is the only element of your email which can be viewed without the email being opened. Your aim is to capture the interest of your audience to entice them into opening the email. To overcome this, the best method is to carry out subject line testing; discovering which subject line receives the highest amount of opens and which ones are less successful.
Gaining subscribers: If you have brilliant content, it’s completely useless if you have no audience to share it with. To help build your list of subscribers it may be worth offering a discount or an incentive, ensuring your sign up process is quick and simple, and show what material/content/offers they will gain by signing up to your newsletters.
