With email becoming one of the largest and most successful marketing tools, we have a look at why you should be embracing email marketing.
Return on Investment (ROI)
Compared to other channels of marketing, email is relatively cheap, giving you a great opportunity to maximise your ROI. It is reported that people who buy products marketed through email, spend 138% more than people that do not receive email offers. Many customers will check their emails for offers and special deals before committing to a sale – therefore by engaging with your customers through email, you will improve the likelihood that they will go on to make a purchase on your website.
Easy to Track
Email marketing provides great insight into what gets your customers motivated, but also what puts them off. For example, did you know you can track the following?
- How many people opened your email
- How many people clicked a link in an email
- What links people clicked on in the email
- How many people unsubscribed or reported that an email was spam
- Whether your email made it into your recipient's inbox
You can even track sales back to a source and identify customer engagement and response through the entire process with clear and simple metrics.
According to Cialdini’s six principles of influence, if you are told you can’t have something i.e. a product, then you are more likely to want it. This theory is often used in email marketing campaigns by ecommerce companies; they will create a ‘limited time only’ sale, urging people to make an impulse decision in the fear that they will no longer be able to have access to that product. This is a great way to drive consumers to take immediate action.
Whilst other online marketing platforms let you broadcast to a global audience, there is often no way of telling who is viewing these platforms and how it’s affecting your conversion rate. With a reported average of 204 million emails sent every minute, it’s clear that email is a key player in the marketing world – not only can you reach anyone, anywhere, at any time, you can also monitor how well it’s doing in relation to conversions.
Easy to Create
Emails are now easy and quick to create with thousands of sites offering pre-designed templates and many agencies now offer a service in which they design a template following your branding guidelines.
In conclusion, if you are not using email marketing yet then you definitely should be. It’s the most cost effective way to target audiences with a great ROI both in time and money.
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