The social media has taken the world of online marketing by storm as it has changed the tenets of online marketing. However, in spite of the popularity of the social media that has emerged as a powerful marketing platform, the age-old technique of e-mail marketing still holds sway. Marketers still trust in the powers of e-mail marketing, and it is their confidence that has helped e-mail marketing survive the changes in digital marketing.
One cannot deny the importance of connecting with prospective customers and consumers in a personalized manner to leverage the marketing efforts and no other marketing tools that targeted e-mails that can perform the task most efficiently and economically. E-mails are still the most popular and easiest way to connect with the audience. If you are wondering why e-mail marketing is still so relevant, keep reading this article that reveals the reasons for it.
E-mails are still the most popular and easiest way to connect with the audience. If you are wondering why e-mail marketing is still so relevant, keep reading this article that reveals the reasons for it.
- 1 Why Is Email Marketing So Relevant?
- 1.1 1. Create close connection with the audience
- 1.2 2. People are comfortable with e-mails
- 1.3 3. It is highly affordable
- 1.4 4. Create targeted messaging for respective buyer personas
- 1.5 5. Reach out to almost every customer
- 1.6 6. Enhance brand awareness
- 1.7 7. Email is an easy way to reach mobile customers
- 2 Final Learnings
Why Is Email Marketing So Relevant?
1. Create close connection with the audience
If you are not spamming and only sending e-mails to the targeted audience, it implies that you have their consent of reaching out to their inbox. You have earned a privilege only after they have subscribed to your idea of communicating through e-mails following which you have indulged in the activity.
It is an indication that the recipients are willing to listen to you and would perhaps be interested in maintaining the relationship. The positive vibes generated from the initial interaction creates closeness with customers who start feeling that you are thinking about them. As you are communicating to a band of committed customers, you can build upon the relationship and take forward your marketing campaign.
By using well-directed communication that the audience finds interesting and relevant, you should be able to increase customer engagement. More engagement means more loyalty from consumers that hold enough promise of making the business grow.
2. People are comfortable with e-mails
For more than four decades, e-mail has become the staple medium for communication for both personal and the business world. We have all become so familiar with using e-mails that using it for communication has now become almost child’s play both as well as figuratively.
However, this does not demean its immense powers in communicating forcefully, which is the reason why using e-mails for marketing and staying in touch with customers is still as useful as it used to be some years ago.
You can use correctly worded e-mail communication to motivate consumers and give them a call to engage in business with you in the way you want. The power of e-mail is evident from the survey results that show 25% sales that happened in 2016 was the result of good e-mail marketing.
3. It is highly affordable
E-mail marketing is a boon for a small and medium business that operate on limited budgets because it practically does not cost anything to run e-mail marketing campaigns. Companies that operate on shoestring budgets consider themselves lucky that despite financial constraints they are still able to take up robust marketing campaigns by using e-mails.
The negligible cost per conversion is the reason why there has never been any lack of sponsors for this highly useful marketing tool. Companies that render services in e-mail marketing charge so low that often it would appear ridiculous to work out the cost of a single conversion.
To reap the benefits of significant return on investment, you must employ a professional marketing company to manage the campaign and take it to incredible heights.
4. Create targeted messaging for respective buyer personas
Customer databases are at the heart of e-mail marketing, and you must use the database correctly to derive full advantage of the campaign. Drafting e-mails for specific customers is an art and also a necessity.
To generate the right responses to e-mails, it must be entirely relevant to the recipient that leaves nothing vague. You must be aware of the customer or audience profile that you are sending the e-mail for which you have to refer to the consumer database that has complete information about every user.
Entrusting the job of database maintenance with companies like RemoteDBA.com would ensure that the database remains updated and pruned that facilitates the task of customer segmentation.
Since customers are at different positions in the sales funnel, some may be just contemplating purchase while some others may be at the stage of comparing after completing the research while there would be some others who are just ready to make a purchase.
Once you can achieve customer segregation in the database, you would know what kind of content to create for communicating with specific customer groups. As you can target customers better, you can supply the most useful information to them that drives them ahead towards making purchase.
5. Reach out to almost every customer
To reach out to the widest section of your buyers there is nothing more effective than e-mail because nearly 91% consumers use this ubiquitous media of communication. No other mode of communication can guarantee such broad reach.
Even if you are unable to reach to each one of your customers, you can still expect a response from someone unexpectedly (whom you have not communicated) as he or her might have received your e-mail through another buyer who had forwarded it.
That is what you get from a good e-mail marketing strategy.
6. Enhance brand awareness
Banking on the opportunity of staying connected with customers through e-mail you can increase the brand awareness by bringing it in front of consumers through the content you share with them.
The proper way of using e-mails is not selling products or services but to become friends with customers and remind them of the brand that they can recall at the slightest hint. Hard selling through e-mails can turn counterproductive because consumers become wary of it and do not mind to show their resentment.
Creating brand awareness pays back in the long run much more than enforcing sales.
Since e-mail marketing campaigns are measurable, you can refine the campaign on an ongoing basis to align better with the marketing goals for improved results.
7. Email is an easy way to reach mobile customers
One reason email marketing has an incentive for entrepreneurs is that it’s a simple approach to begin achieving buyers on versatile without putting a considerable measure in new innovation or programming. As indicated by an April report from few Research Center, 52 percent of US cellphone proprietors get to their messages from their telephones.
Email promoting likewise works with other cell phones. In July, Forrester Research discharged an investigation that discovered 42 percent of retailers’ email messages were opened by purchasers on their cell phones and 17 percent were opened on tablets. This implies almost three out of each five email showcasing messages serves as a portable advertising message.
Utilizing email is preferable for portable showcasing over SMS on the grounds that:
- It deals with cell phones other than telephones
- Emails are free for the customer, though messaging may bring about a charge
- Emails have significantly more space for content than instant messages, considering better marketing pieces.
Though a great hike in the use of email marketing as a perfect tool for online marketing is quite prominent, still there is a huge scope in its effectiveness.
To make your emails work as targeted, you need to get the right email content to make most of Email Marketing. If you lack skills that are quintessential for profitable emails, then you must outsource your email content requirement to expert freelance writers.