If you haven’t been, you should be using email marketing as part of a complete digital marketing strategy. As more and more businesses compete for the same online customers, it is crucial to stay current and use the best techniques available. There are so many important benefits to using email marketing. Here are a few:
1. Increased Sales
The key to experiencing increased sales with email marketing is to effectively use one or more calls to action with links to your website. Readers will click through to the website page of your choice and from there may engage with your products or services or contact you. People do click if their curiosity is whetted or the offer is compelling enough for them. Increasing sales is one of the top benefits of email marketing.
2. Keep in Touch
Sending out emails is a great way to keep in touch with customers. If the email is worded as such, you will also be able to give people a glimpse into your company’s personality. It is, therefore, a great tool to help build your brand. And with current customers, especially is service industries, or in price-sensitive categories, giving your customers more reason to stick around should be your objective when you just want to ‘keep in touch’. Think about providing value-added information to current customers so they have no reason to shop around.
3. Generate Leads
When you setup your email to generate leads, you will use teasers or calls to action with your reader to entice them to click through to your website. A landing page there will answer their questions, offer more information, offer a download, or in some other way persuade the reader to request more information. When you give people a reason to sign up and they take you up on it, this means you now have a warm lead who will potentially become a customer or client.
4. High Return on Investment (ROI)
Sending out emails is relatively inexpensive compared to other forms of advertising. And for the money, it is one of the most effective marketing tools available. Especially for businesses with small marketing budgets, email is inexpensive and very effective. So, the ROI is usually pretty high.
5. It’s Easy to DIY
We love the increased functionality inside the most popular email services that each year brings. And most of it is free! The sheer number of choices of email templates should satisfy almost any DIY marketer. And the ability to customize those templates to match your website and offline branding is better all the time. The internet overflows with advice on how to write headlines, sparkling content, and compelling subject lines. Only slightly trickier is the use of links to your website content to continue the conversation and to convert readers into leads. List-building can happen naturally through compelling calls-to-action on all your internet properties, or you can use purchased lists while you build your contacts.
6. Build Relationships
Lastly, email marketing helps you build relationships with both potential customers and existing ones. These relationships will help contribute to your online success. Develop your strategy first, then come up with a content calendar, and build an auto-responder program to handle what your reader does with the first email and all subsequent emails. Only then, develop content. Auto-responder emails are not sent indiscriminately to everyone, as some marketers do, but are sent based on your reader’s responses, and can be very effective at leading them down the sales funnel toward purchase.