Today, there are countless communication channels that you can add to your digital marketing strategy and which will give you excellent results for your company or business, and one of them is email marketing. Email marketing relies on companies sending promotional emails to interact with current clients and future ones and increase brand loyalty and trust. They can even promote products or confirm purchases.
Many companies are of the premise that email marketing and mass mailing are the same digital marketing strategy, but the reality is that there are notable differences between the two. The difference between the two concepts lies in aspects such as the objectives set by the company, the message to be transmitted, or the frequency of sending campaign emails.
On the one hand, email marketing is a strategy in which quality content is created that promotes customer loyalty, while the ultimate goal is to generate a higher volume of sales of the company’s products or services. Today we’re going to talk about some reasons email marketing is still relevant.
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Low Risk High Benefits
Unlike many other marketing methods, Email Marketing is incredibly easy on the pockets. Paid ads and even some Search Engine Optimization strategies can put a toll on the budget. Email Marketing is cheaper than traditional direct mail campaigns or handing out flyers. There are even free mailing platforms that allow us to send up to 75 thousand verified emails per month with a base of up to 15,000 contacts.
And where could we get a list of contacts to send our offers or news? This is the advantage of platforms like Mailrelay.com that allow us to create registration forms on our websites so that customers can voluntarily register so as not to incur spam.
Easy to Use
Personalization is the key aspect when it comes to creating successful email campaigns. If people can resonate with your content, they are more likely to open your links. Due to the combination of fields and the segmentation of lists, we can personalize the messages. In addition, some platforms have mailing templates that are able to personalize our emails properly in order to optimize the response of the recipients.
The average open rate for an email is around 20%. But by customizing the subject line like using a merge field to insert a contact’s name or tweaking the layout to make it more engaging, that open rate could increase by 50%. Likewise, dividing paragraphs generates 50% more clicks.
Best of all, this immense level of personalization can be achieved in no time and can incorporate photos, gifs, links, and all that good shiny stuff.
In this way, emails get smarter but not more difficult. Personalization increases your ROI, engages customers in a more meaningful way, and allows you to be more diverse in your email marketing tactics. You can even have different mailing lists with certain clients where you can send even more personalized emails.
Can be automated
Every team’s goal is to spend as little time writing emails and more time working on other strategies that require plenty of more resources. And if there’s one way that email marketing dwarfs all other strategies, it’s with the efficiency that automation enables. In fact, automated emails are said to generate even more revenue than non-automated emails. From automated welcome campaigns to automated abandoned shopping carts emails, email outreach outperforms everything else at engaging and re-engaging your audience without the need of writing manual emails. It’s the best way to keep in touch and check-in with customers and potential customers.
There are tons of automated mailing apps out there, and they all come out with a multitude of features and customizations. You can select everything from the day you would like them to be shipped to having different lists of people and even check if your emails were opened or not. One thing to keep in mind with automated emails is that overdoing it can lead to a lot of unsubscribes.
Time Is Your Ally
This marketing method has the advantage of always staying in the inbox, waiting to be opened to by the user when they have enough time. This total game changes it when it comes to other strategies whose reception is temporary. And that many times they do not have the necessary time to specify the appropriate stimulus or impact on users.
Likewise, an email can be strategically crafted to attract and increase customer loyalty, as well as increase the prestige of the brand. Most people will open their emails in the morning; thus, the best way to go about it is to send them as early as possible. Most decisions will come based on common sense. You wouldn’t like to send a limited time offer coupon during holidays when your shop is closed, would you? Keep in mind to always clean up the email list based on their opening rate. This will ensure that you are not wasting any time on unresponsive people.
Expand Audiences
One of the biggest things about email marketing is the fact that you can reach a tremendous amount of people on a short basis. The bigger the email list, the more people you will reach. Thanks to this fact, you can even exclude promoting posts as you would on social media or paying other people to advertise for you.
Even if the people you advertise to don’t have social network accounts like on Facebook, Instagram or TikTok, they will still be able to see you reach out to them.
Keeps Your Best Customers Closer
Unlike a massive marketing campaign (where the message is generic and does not present variations or segmentations according to users), email marketing offers the opportunity to create and specify a healthy and organic relationship with users. This can be achieved through the personalization of emails.
An example of personalization is greeting your best customers by name and offering them an email containing information, promotions and products according to their interests. Regarding the personalization of emails, a key factor can be added when it comes to emailing: automation. As we discussed before, this is going to save you a lot of time and enhance your email response and, ultimately, your sales.
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Conclusion
To say that a marketing strategy does not work is absolutely false since the impact and reception of our campaign rely on various factors. These factors might include the public’s perception, the product, the way the campaign was set up. Ultimately, the main goal of a marketing campaign is to draw attention to your products. We believe that email marketing is useful to any B2C company and that it can lead to amazing things if done properly.
Now is definitely the time to step up your emailing game and send the most innovative mails out there. The main step would be to create an action plan and then attack the market with your letters.
