It is not the first time we mention email marketing in Women of Company. However, before we didn’t focus much on what is it all about.
That is why we are going to try to fix the situation by explaining what exactly is email marketing (also called mail marketing, email advertising, commercial email, etc.). We’re also going to describe its main features and benefits, as well as its only flaw.
Email marketing concept
Email marketing is all about communicating with a target audience via emails. In order to achieve that, brands launch email campaigns and develop the strategies that guarantee that all the necessary actions will be taken when appropriate.
What is the purpose of email marketing?
These days you have to reach out to your audience directly. Email marketing allows you to do that: you can address certain customer groups while maintaining the personal approach at the same time.
However, email marketing has one flaw that is important to keep in mind: you have to build a large high-quality database in order to succeed. You need to understand who your users are and what kind of emails they want to receive from you.
Characteristics of email marketing
Why should we trust email marketing? Because:
It helps you save funds
One of the main benefits of email marketing is that it requires little investment compared to other ways of commercial communication.
The more contacts you have in your database, the lower the costs will be. In addition, nowadays we have multiple tools to carry out the strategies in an absolutely satisfactory and simple way. eSputnik is a perfect example of such tools: it allows us to send first 2500 emails for free.
Sounds appealing, doesn’t it? In this case, start building your own database and subscribers list, set your goals, and develop a strategy to achieve them. Start using email marketing to boost your business!
It is easily accessible
Nowadays, we can read emails from any device (PC, tablet, mobile). Email marketing helps you make the most out of that: it is perfect to reach out to your target audience.
According to recent studies, people read the vast majority of emails from mobile devices. For this reason, it is super important to make the design of your emails responsive so they can be easily viewed from any device. You can do that with the help of email marketing tools.
It is effective
Email marketing isn’t just cost-effective — it’s also generally very effective (yes, even more than social media). It provides a very high Return on investment (ROI) and therefore is one of the best promotional tools. However, you mustn’t forget that you need to have a well-defined strategy in order to succeed.
We cannot overemphasize this: you need to have a high-quality database as well. This will allow you to target specific categories of users in order to achieve results that are truly beneficial for your business.
Your subscribers need to open most of your emails sent to them. This could be achieved only when a customer database is up-to-date, contains detailed information about the users, and is reviewed regularly. Do not forget: in this case, quality is definitely much more important than quantity.
It is highly customizable
This is probably the icing on the cake. Email marketing also enables you to personalize the emails, which is very important for the subscribers: it makes them feel special and increases their trust.
Marketing intelligence (MI) allows companies to learn more about their users. You can use it to polish your email marketing strategies, making them even more accurate and professional.
Good personalization requires two things: addressing a subscriber by their name and offering them content that is based on their preferences. This is already enough to increase your conversion rate.
Is can be measured
Another key benefit of email marketing is that you can measure the results quickly. Most of the email marketing tools offer you real-time reports on the campaigns that were launched.
Collecting and analyzing such data can help you improve your future strategies.
It can be automated
Email marketing can help you save a lot of time. The vast majority of the tools offer the campaign automation option. This function makes this channel even more effective. Do not waste your time, automate.
It is 100% interactive
Text communication is often not enough these days: it has to be supported with multimedia. Images, videos, and GIFs can help catch and hold the attention of the audience and make your emails easy to remember.
Be careful not to overload the emails with such content though. If you overdo, the multimedia could distract the users from the main content of your email, making it harder for you to achieve your marketing goals.
It works well with social media
We all know the importance of social media and therefore has to use them too to promote a business. Email marketing enables social media integration: you can add social media icons to the emails, redirect the users to social media articles, encourage them to mention your company on social media, to share your content there, etc. This can help your campaigns to become viral.
It increases your website’s traffic
Last but not least, email marketing drives traffic to your website. To achieve this, you have to try to make the email open rate as high as possible. Show that you care for your subscribers and work on your emails so they won’t be flagged as spam.
Hopefully, this article illustrates why email marketing is one of the best marketing practices you can use to grow your business. It is effective, helps you to save funds, and is easy to implement. Don’t hesitate: use this technology to establish effective and long-lasting communication with your subscribers. Show them that you know them, offer valuable content to them, and see for yourself how this helps you meet your business goals.
This content is sponsored by Mark Valley.