09 Jan 7 ways that email marketing can boost your business
We all experience a steady and generous flow of emails that flood our inboxes on a daily basis – from the humdrum routine bills, reminders and work-related emails to the decidedly more interesting sales and offers from our favourite brands. These rivers of emails are then opened, browsed or briefly scanned and ultimately either clicked or deleted. So, when considering the pros and cons of sending email marketing for your own business, it can be easy to think it’s too hard or a waste of time compared to other forms of marketing however there are, in fact, huge benefits supported by numerous statistics that prove how email marketing can help your business grow!
Today, we’re answering all your questions on why email marketing is such a vital business tool. We cover its benefits over other traditional forms of marketing and how it drives better return on investment and customer engagement metrics than other marketing techniques. We’ll show you why you should invest the time and resources to develop a regular email marketing campaign for your long-term business growth so here are our top tips:
1. Email marketing is easy and inexpensive
Let’s take a moment to stop and compare email marketing campaigns to other forms of marketing. Email campaigns are easy, quick and easy to produce in contrast to the time, cost and effort it takes to print and distribute a brochure, organise and run an event or create an ad for TV, radio or print.
Once your designer creates the templates you need, you can send your first campaign out within hours! Weeks’ of work can be accomplished in just a few hours and by a single employee. No print or postage costs, no fees for exposure billboards, magazines or TV channel. Nothing. Nada.
“For every $1 spent, $44.25 is the average Return On Investment (ROI) on email marketing” – EmailExpert
2. Email marketing is readily measurable
A huge benefit of email marketing is that it’s easy to see what you’re doing right as well as where you’re going wrong. All good email marketing platforms will allow you to track open, click-through and conversion rates. This is indispensable data to keep track of how well you’re doing as well as identifying where you can improve and what your customers are most interested in.
3. Email marketing is easy to share
Email marketing makes it super easy for your subscribers to share and forward brilliant deals and offers to their friends. There aren’t many other types of marketing that can be shared as easily as this – have you ever seen anyone clip an ad from a newspaper just to send it on to a friend or mailed a brochure they thought would be beneficial to a relative? By providing exciting and interesting sharable content via your email newsletters, you can grow your subscriber list as well as your customer base.
“Email subscribers are 3 times more likely to share your content via social media than visitors from other sources” – QuickSprout
4. Email marketing works in real-time
Many forms of marketing have looong lead times (especially printed forms) which means that you can’t respond quickly to your circumstances. Businesses can sometimes wait weeks or months until they see sales from print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?
With digital marketing though, you can send immediate messages to act on your current opportunities and situations as they arise.
Your business could start seeing results within minutes of an email campaign being sent. You can employ widely successful marketing strategies such as 24 hour sales to reduce stock by creating a sense of urgency in your subscribers to inspire them to take immediate action. You could help your business promote limited time specials with coupon codes to help you track your campaign’s success. You can even send unique and personalised emails to your customers that arrive on their birthdays to show them that your business appreciates them.
5. Email marketing drives sales
Based on the article written by Jay Baer Convince & Convert, 44 percent of email recipients made at least one purchase last year based on a promotional email.
“Email is 40 times more effective at acquiring new customers than Facebook or Twitter” – eMarketer
It’s not rocket science why email marketing is such an effective sales tool, when a prospective customer sees your email they are exposed to all the points of importance that make a sale happen! Your emails should highlight your product, explain the features and benefits whilst also including a call to action to make the sale.
People are impulsive, so by including an incentive like a coupon/promotion you are providing everything that the recipient needs to take action. This impulsivity is why 7 out of ten people say they made use of a coupon or discount from a marketing email in the prior week, according to research from the 2015 Consumer Views of Email Marketing survey.
6. Email marketing helps you maintain relationships
Your customer relationships are a vital part of your business. You can help maintain this relationship and keep it strong through regular contact via email campaigns to your subscriber list.
Email campaigns are a quick way to keep your business in the minds (and on the lips) of your customers. Your email could remind potential client to follow up with you or an existing customer might recommend your business to a friend by forwarding your newsletter.
The global economy has created intense competition in all industries, so it’s essential to maintain and nurture your customer relationships between purchases. A good value-added email can help you stay on your customer’s radar for longer.
“81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email” – McKinsey
A recent study found that consumers receive more newsletters than person-to-person emails which indicates that is because they actually want to receive email marketing. Customers want to connect to the businesses and brands they like. Your emails can add value, beyond sales, by informing and entertaining your customers with interesting content that resonates with them.
7. Email marketing enhances your online presence
Providing links to your site in your email campaigns drives your customers to your site. This helps improve your search engine presence which makes your site more highly visible on Google and the other search engines so that potential buyers can find you when they’re looking for a product or service you offer. When your search engine presence increases, so does the potential for new business.
Creating an email newsletter is easier than you think
The biggest hurdle to starting an email newsletter regularly is that most people think of it as a chore but, in reality, writing a long and in-depth email newsletter is unnecessary.
Select a single (and simple) goal for your newsletter which makes it easy to stick with and be consistent. Single story/topic emails are also easier for readers to get through too, whether your goal is to send them out monthly, weekly, or daily.
From numerous surveys and studies done on email newsletter statistics and click-through rates, it’s apparent that in 90% of emails, the first link gets the most clicks. The longer your emails are, the less that your subsequent links get clicked-through to. This shows that topics after your leading subject aren’t necessary, so, rather than creating long and time-consuming emails, send less content more regularly instead!
Do you need help with setting up your email marketing and sending out email newsletters? We can help you get started so you see results sooner rather than later. Head over to our contact page and get in touch to see how we can help you!