Many people think email marketing is a dying breed, but the fact is it is as effective as ever when done right. While it’s true the younger generation tends to rely on texting, Instagram, and other methods to communicate, the majority of companies still view email marketing as a vital marketing tool . . . and for good reason! The way email marketing is approached has changed a bit, which we’ll discuss a bit later in this article.
First, let’s focus on the most important benefits of developing an effective email marketing campaign:
Low-cost method of securing new leads and customers. Compared to other marketing channels such as pay-per-click, print advertising, or television, email marketing is within most companies’ budgets.
Easy segmentation. If your company caters to different types of subscribers (for example hunters, sports enthusiasts, and electronic/gadget geeks), you don’t necessarily want to send all of your emails to your entire customer base, as a hunter may not be particularly interested in golf clubs, and a golfer may not be interested in hunting equipment. Email marketing makes it possible to segment your list, sending specific messages to a very specific segment of your list.
Easy to create and track a campaign, and share. Email marketing is something that can be accomplished whether your company is small with only two or three employees, or a large corporation. The key to success is compelling, informative content, whether your emails consist of simple text or videos, logos, or images. Another key advantage is the ability to track your campaigns in terms of how many people open your messages, how many click through links, and conversion rates. Because you can track in real time, changes can be made immediately when you see an area where a campaign could be more effective. When subscribers see something they like, sharing it with their friends, family, or co-workers is as easy clicking a button to forward the message!
Almost instant results. An email message can be delivered to a segment of your list in just seconds, when you’re ready to send it. Ultimately, this means your business could experience success with your email marketing campaign in just minutes. Messages may convey a sense of urgency, such as a special deal that lasts only 24 hours, special savings for the first 50 who respond, etc. How fast do you see results from other marketing methods such as newspaper or magazine print? It could take days or even weeks from the initial phases of the marketing campaign.
These are just a few of the many benefits of email marketing. There is nothing else quite like it in terms of ROI, and considering you can include a call-to-action in every message, those who know your company’s value and the quality of products/services you provide will be anxious to open your emails.
As we mentioned earlier, we want to talk briefly about how email marketing should be approached today. In the past, the majority of marketers bombarded their lists with constant emails, sometimes every day, sometimes multiple times per day. Most of these messages were not informative, but rather promotional and even “pushy.” This is not what customers want or expect – and it is a good way to get subscribers to quickly unsubscribe.
What’s most important in email marketing today? As with every other form of marketing, focusing on the customer’s needs. What are your target audience’s most urgent needs, and how can you help resolve their need, issue, or pain? Focusing on your customer’s needs means not spamming them with promotional content, but providing real value, information that while helpful and informative will help gently entice your readers to take the action you want them to take.
Email marketing is still a vital component of a successful and profitable overall marketing plan. Do it right, and the results will amaze you.