When to Use Email Marketing as a Business Marketing Tool
- Satuti Aggarwal
- Jul 26, 2017
- 3 min read
"Email has an ability many channels don’t: creating valuable, personal touches – at scale." – David Newman
Email marketing has become a vital part of any business activity. From B2B activities to communicating with customers, email campaigns are relevant at all stages of the business. If you are new to the world of email marketing, you might be wondering where exactly should you put this tool into action.
Let’s find out:
For small enterprises to draw web traffic
Social media platforms like Facebook that have a reach of over 1 billion users, are usually considered the most effective channel to reach the potential audience. But it’s surprising to know that emails are almost 40 times more effective to draw web traffic than Facebook and Twitter combined. (Source- Mckinsey 2014). Small businesses and new ventures can particularly benefit from using email marketing as they spread awareness about the newly launched products and services. Emails have links of websites and customers can click on them to reach the landing pages/website. With small budgets that new enterprises have, email marketing is a relatively cost-effective option.
Direct sales
Every business runs with a single goal in mind. To earn profits by means of conversions. These conversions can be in the forms of leads, memberships, sales, and more. Emails are the most powerful channels that lead to conversions. While the average clickthrough rate of email marketing campaign is 3%, platforms like Twitter manage a mere 0.5% of clickthrough rate. Emails give a thorough understanding of the product and can compel the buyer to go on and make a purchase. Your email content must be effective enough to lead to a conversion.
Build trust, relationships, and credibility
Receiving too many emails from unknown sources? Press ‘delete’. As customers we like to buy from trusted brands. Emails provide extensive information about the company’s products and services, allowing the user to decide the credibility of a brand. Brands come up with lucrative offers from time to time and emails inform customers of the latest offerings. Give them information regarding company performance statistics and new launches. The customers will feel involved and develop a sense of belonging towards the brand.
“Being able to get our message out there is important to us. It gives the members a feeling of being included. They know what’s going on with the gym and know that they aren’t just a number on a list.”- Nicole Sanders, founder of Ladimax Sports and Fitness
Loyal customers are the best advocates of your brand. So if you are seeking out to develop a bond with your prospective clients and build your credibility in the market, email marketing is your ideal marketing channel.
Brand awareness
You are a new player in the market and want to make a mark amongst the giant establishments. Email marketing again will come to your rescue. While some new emails get easily deleted, changes of customers reading your emails are still very high. You can extend your reach to potential clients and if they are convinced, will further refer your brands to friends and family. These emails can be followed by phone calls to further establish your authenticity with clients. The emails have to be sent out in a series. Just one email is not enough and will not be effective in leaving behind a mark.
Always remember to select a good email service provider for your email marketing service. These web-based email providers will ensure that your emails pass the spam filters and reach the customer’s inbox.
As a quick fix
Your competitors are suddenly outperforming your performance and you become low on leads. It’s time to send out a newsletter to your trusted clients. Make the email warm and friendly such that it reassures the customers of your exemplary services. Also, a situation might arise where you want to launch a product/service to meet your competitor’s sales figures. A blast message to all customers through email marketing would be the perfect move at this point. Always make sure that you use quality content in your emails.
Wrap-up
Make email marketing a vital part of your annual marketing plan to help you meet your business objectives. Once you start an email marketing campaign, you should be open to feedback and changes. Keep refining your email marketing strategies to increase your reach amongst clients. Follow industry norms and practices and provide users with an ‘unsubscribe’ option. Study what your competitors are doing and accordingly device a powerful marketing plan that has email marketing as one of its most important elements.
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