FIVE REASONS TO USE EMAIL MARKETING  

Email marketing is the act of sending promotional emails to people in mass quantities. It is often used to generate leads or sales and may include advertising.

With newer communication tools such as social media, live chat etc., businesses may overlook email marketing as a priority in their marketing strategy. However, the stats show that people use email more than all other platforms. With a user base of over four billion people, email marketing is one of the most effective communications tools around. So here are five reasons to implement email marketing into your marketing strategy:

Direct communication with your customers

Did you know there are three times more email accounts than there are Facebook and Twitter accounts combined? Data also shows that the number of new email users increases steadily every year.

While not every person uses social media, most people use email. In fact, a Hubspot survey states that 91% of consumers use email. Furthermore, 99% of consumers check their email every day (OptinMonster, 2020).

With so many users checking their emails every day, this gives you ample opportunity to reach your customers in real-time and speak directly to them. You have the unique ability to both design and create what your customers see and choose when they see it.

Personalised communication

Unlike a lot of other communication channels, email marketing gives you the opportunity to communicate with your audience on a more personal level. You can do this by segmenting your audience into different lists based on their preferences and by crafting great subject lines to draw interest.

For example, if you own a pet shop, you could send a dog-related e-mail to only dog owners to stop them from getting any cat related content which obviously wouldn’t be helpful.

This will help to build your business’ credibility and maintain strong customer relationships. Staying consistent with your email list will also help to keep your customers engaged with your business and aware of any new updates or developments.

No need to worry about algorithms affecting your reach

90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook followers see your posts in their News Feed. (Forrester Research). So, unless customers are actively visiting your social media profile every day, your reach is limited.

Social media platforms can heavily limit your reach, unlike email campaigns that are going straight into recipients’ inboxes.

Email marketing drives conversions

The e-commerce software firm Monetate found that 4.24% of visitors from email marketing buy something compared to only 2.49% of visitors from search engines and 0.59% from social media. Using email marketing is an effective way to build leads consistently. Remember, the people that have signed up to your mailing list have clearly communicated that they are interested in your business, so their likeliness to buy is already there and this gives you an invaluable opportunity to turn this interest into sales/leads.

Measurable data

Most email marketing tools offer the ability to track what happens after you have sent out your email campaign. You can measure your email marketing campaign’s success and measure statistics such as opens, link clicks and more.

You can also see how much traffic has been generated to your website by using tools such as Google Analytics. By doing this you can see in real-time what people are interested in and engaging with and you can understand what isn’t working.

This allows you to strategically adapt your email campaigns and measure the results. Taking our pet shop, maybe a particular photo of a Chihuahua  may perform much worse than a photo of a Bulldog. This may be because more of your dog customers have bulldogs and you can adapt your material moving forward to include them more.

So you might be thinking all of this sounds great, but how do you get started?

Start building your email list as soon as possible. You can do this by including a sign-up box on your website where customers can input their email to receive regular updates about your business or products.

A great way to encourage customers to sign up to your mailing list is to offer a promotional advantage such as a discount on their first order when they sign up. Or you can ask permission to email marketing communications to new customers when they use your services/business to keep them informed and share updates about new products or events etc.

You’ll also need to choose the right software to design and send your email campaigns. There are various software packages you can use for free or purchase. You should select an e-mail provider rather than use your current provider (eg. Gmail/Outlook). If you send bulk e-mails from your e-mail provider, you risk it being flagged as spam. This won’t just mean this e-mail goes into junk but your regular e-mails to other people may be affected.

Remember you’re a guest in other people’s inboxes which many of us now treat as our own personal space, so be polite, and respectful and don’t just spam people for the sake of it. Think of yourself as the customer – would you enjoy this information and find it useful?

E-mail Marketing can, like most marketing, take up time and resources. But unlike other marketing, it will be obvious if you just give up or skip doing it for a while, so before launching your strategy ensure you have enough resources to commit to a regular e-mail of some kind.

There isn’t an easy one size fits all marketing solution; there is no day/time that works best. It’s about what works best for you and your company. But once you get it even a little bit right, it will be worth it!

If you would like more information or tips you can get in touch with us at marketing@stepscotland.co.uk.

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