5 Reasons Your Business Should Be Focused on Email Marketing
Most established businesses understand the power of email, making it a central pillar of their marketing strategy. Some newer businesses, though, dedicate little time to creating a solid email plan that gets results. While email marketing is clearly not a new strategy, it has been proven to be one of the most effective ways to engage an audience and make consistent sales. If you are unsure whether to dedicate the time and resources to email, the following reasons will explain why it should become integral to your future plans.
Targeted
Every aspect of email marketing can be targeted to ensure you make a high ROI. The initial subscription, often gained via a dedicated squeeze page, can promote your list to a specific group of people. After you have gained subscribers, it is possible to segment people based on various criteria. You could send certain messages to everyone, but then send a broadcast to groups from a specific location or buyers of a particular product.
Measurable
It can be difficult to measure results from some marketing strategies, with SEO and social media offering various problems. Email, though, is highly measurable, so you can work out exactly what is working. It is possible to find out who opened certain messages, whether they clicked a link in the content, and if they went on to make a purchase. With this information at your disposal, you can then adjust campaigns to maximize results.
Affordable
The ability to target and measure to precise degrees means that email marketing is also affordable. There is, of course, no guarantee that campaigns will be successful. However, if you can adjust your campaigns to ensure you make a profit from each subscriber, your costs will be fairly limited. Email services are not overly expensive, increasing in price as you add greater numbers of subscribers. The major costs usually come from securing new subscribers, but you can control expenses by using cheaper traffic sources like social media and SEO.
Engaging
Paying for advertising on Google, Facebook, and other sites is an effective strategy, but people typically need to see a brand numerous times before buying. Email offers the chance to gain an initial lead and contact them repeatedly, offering a mix of content and promotion. As long as you maintain a high quality, subscribers will be happy to receive emails from you. The messages won't be seen as an intrusion, as you offer value to anyone who opens your messages.
Accessible
Email marketing has not changed too much over the years, with the basic approach remaining accessible to new businesses. You can create simple text emails or more elaborate graphic newsletters, but the key is to effectively communicate your messages. When you have worked out how to sell your brand through storytelling, intrigue, and clear offers, email is one of the simplest marketing tools you can find.
Email has survived numerous marketing fads, with engagement levels still remaining high. Of course, you need a varied approach, integrating social media, content creation, paid ads, and other techniques into your plan. However, any plan that does not make email integral to your promotional activities will be missing out on revenue. If you don't already have an email strategy in place, now is the time to create one.