First and foremost, email marketing is one of the most cost effective forms of marketing, due to the lack of postage and ‘renting space’ charges, and when done properly, can produce excellent ROIs. Here we will outline the other main benefits to email marketing and what you should be thinking about when considering an email marketing campaign.
As just mentioned, low cost is a key driver in businesses choosing to go down the email-marketing route. Not only that you are guaranteed a certain level of exposure, even if the client doesn’t open or read the email, they will see the subject line and who it is from, to help remind the customer of your brand. Emails are also accessible, viewed on the go, in the office and at home. Emails can be designed to be responsive so that wherever your customer views it, on whatever device they still see all the information available.
Not only can you guarantee a certain level of exposure to your customers, you can also choose who you want to share specific messages with. Segmentation means that you can send certain messages and certain content to certain people; you can divide your audience and deliver targeted messages, rather than sweeping messages to everyone. This in turn helps to make your brand seem more valuable as the content for the user is richer and more relevant. Segmentation is heavily reliant upon how clients collect data about their customers, the more info you can collect, the greater segmentation you can achieve; i.e. it can be as simple as targeting male and female customers separately, all the way down to their age, location and even interests.
One of the key perks of email marketing isn’t just about getting the message out there, but how businesses can track the email once it’s gone to see how their customers are interacting with it. This information helps you to amend and evolve your email marketing campaign to help ensure it’s as successful as it can be. Businesses can see what style of stories gain more clicks to help you tailor your content and ensure that you continue to send relevant and engaging information. Following on from this, you can encourage your customers to carry out an action, and fully interact with your campaign. Unlike billboards which may prompt them to visit your website, email marketing can offer customers the chance to view specific products or news articles with just one click. Offering clear call to actions to customers helps direct them to where they want to go, and in turn increase the traffic on your website.
That is just a taster of what email marketing can offer, and how your business could benefit from such a campaign. However, it may seem straight forward but there is a bit of science behind the concept; you have to carefully consider the amount of times you send emails and ensure you have the time to review each campaign’s results to ensure you don’t continue to send out content that users are not interested in.
It can all seem a bit overwhelming if you’re new the email marketing scene, however, by joining forces with Iced, can help steer you down the right path and ensure that you create a successful and engaging campaign for your audience. We work with our clients to confirm their key messages that they want to communicate as well as help manage their data to ensure the messages get sent to the right people.