Email marketing is the sometimes overused practice of sending an email to people on a list in the hopes of selling them a product or service. The main goal is to establish loyalty, trust and brand awareness.
Sadly, email marketing has a bad reputation. A lot of companies think that if people see an email that isn’t from someone they know, they will immediately consider it spam and delete it. While this may sometimes be the case, you can make email marketing work for your business.
However, there are some good reasons why you should be using email marketing – engaging your existing customers and acquiring new ones, in addition to other visible benefits. By avoiding some simple marketing mistakes, you can put yourself ahead of your competitors.
Email Marketing is Cost Effective
When considering email marketing compared to some other forms of marketing, email marketing has some amazing benefits when it comes to return on investment. A print marketing campaign can cost you thousands of pounds for one printed newsletter, but email marketing costs nowhere near that. Additionally, e-mail marketing is very targeted – which means you can contact only the customers you know are interested in what you have to say. You can build brand loyalty by providing useful, relevant information in every e-mail you send.
According to the Direct Marketing Association, the ROI for email marketing in 2012 was 4,300% — or for every pound you spend, you make £43. Direct mail and print only have a 1 to 3% ROI.
If you are looking to manage your marketing budget and get the best possible ROI, then email marketing is the way to go. Plus, email newsletters are usually very quick and easy to set up with no postage fees.
Email Marketing is Easy to Track
It’s easy with all email marketing, to track all sorts of data that can help you not only run your business more effectively, but also to see how your email marketing campaigns are performing. For example, you can see at a glance how many people open your email; how many people click on links you are placing in that email, as well as the number of sales that are generated as a result of your email marketing campaign.
You’ll also be able to see which customers have forwarded your emails, unsubscribed to them or marked them as spam, so that you can see how your emails are being received and whether you need to change them in order to avoid the dreaded spam filter. This will help you to see which type of emails work best, and adjust things accordingly.
You Can Automate Email Marketing
Email marketing can easily be automated, making it much easier for you to schedule emails months or weeks in advance.
This can be a very useful feature if you offer seasonal promotions or other events that are already planned for the year. With email marketing, you can set up your email newsletter in advance and schedule them to be sent out on a specific date to let your customers know about your sale or promotion.
Email Marketing Can Boost Sales
One of the most important reasons your company should be using email marketing is because it will almost certainly boost sales. You don’t want every email you send out to be a sales letter, but you can use email marketing to your advantage without sounding like a generic sales pitch.
What helps people, helps business.” ~ Leo Burnett
For example, you can email subscribers when you have special promotions going on. You can even send customers special discount codes to encourage them to try your company’s products or services. No matter how you do it, email marketing can very effectively boost your sales in a measurable and tested way.
Despite its undeserved status as spam, email marketing is a highly effective way to not only engage current customers, but help gain new ones as well. Any company who wants a cost-effective, proven method to help build customer relationships and boost sales should be using email marketing on a regular basis – it is that simple.
What is Email Marketing?
Email marketing is simply the use of email as a direct communication tool with potential and existing customers.
Where do you get email addresses from?
We prefer the natural and organic approach. Starting with your existing business contacts, you can grow your email list through opt-ins on your website and social media. Encourage people to sign up to your mailing list through the use of offers and incentives. Think about what you can offer the subscriber in return for their email address. Consider other pools of email addresses – for example if you attend trade shows you can use them to gather a valuable source of relevant contacts.
Should you buy email lists?
We at Yelter do not recommend the purchasing of email lists. The whole process is rather unsavoury. In today’s online world people do not appreciate receiving spam emails and even when you are promised a list of “opted-in” emails you cannot be sure that is indeed true. Sending unsolicited emails from your company name is a sure way of being marked as a spammer and certainly not a good way to promote your brand. If you use email marketing software, the better ones will only accept the use of opt-in email addresses.
How do I keep people on my list?
At the bottom of every marketing email you send there should always be an “unsubscribe” option. However, by carefully targeting and timing your marketing emails you can retain the highest number of emails.
How do I make my emails stand out?
Think carefully about the design and length of the email. Make them visually appealing but also accessible to anyone regardless of their email software and internet speed. Make every email different and valuable to the receiver, but keep your identity standard and prominent in each email so people will start to recognise your communications. Think about a subject line that will grab people’s attention and make them want to read further.
How many visitors to my site can I expect from email marketing?
The average click through rate is 7%. Send an email to 10,000 people and you can expect to receive 700 clicks.
How can Yelter help me with email marketing?
We can help you grow your email list – naturally – and we can help with the design and content of your emails.