Unlocking the power of email marketing: 5 reasons why all brands need to use it
Over the years, the marketing landscape has seen a tremendous shift away from traditional methods. With the rise of new digital marketing channels such as social media, marketers have had to adapt to constant platform changes, trends, and algorithms.
However, one marketing strategy continues to make a big impact — and that is, email marketing.
Email marketing still delivers the highest return on investment (ROI) of all marketing channels — for every dollar spent, businesses can expect an average return of $42. For small to large businesses alike, it remains one of the most effective ways to reach a target audience.
Emails subscriptions also have businesses established an owned audience, which is important for customer retention and potentially partnerships.
Let’s explore why businesses need to use email marketing and the benefits it offers.
What is email marketing?
Email marketing is a form of direct marketing businesses use to share updates, and to promote their products or services. It is particularly effective in directly engaging an audience, as emails remain in a user’s inbox until they take some form of action — whether they decide to read or delete them.
Compared to other forms of marketing, the cost of sending an email campaign is relatively low. Factors such as platform type, audience size, or complexity of the email campaigns determine the cost — however, there are options for small businesses with limited budgets.
Tools such as MailChimp or Klaviyo can also save businesses time and effort by automating emails based on actions taken by customers. Welcome emails, for example, are commonly sent to new customers.
With email marketing, businesses can reach a large number of people with a relatively small investment.
Brands often have little control over who sees their ad or content when using organic marketing strategies. Whereas, email marketing allows businesses to target specific groups of people based on their interests, behaviours, or demographics — also known as email segmentation.
By breaking an email list into smaller and targeted groups, businesses can ensure their messaging reaches relevant audiences at the right time. This targeted approach increases the likelihood of conversions and helps businesses build stronger relationships with their customers.
Tracking and analyzing performance of email campaigns is crucial for businesses to better understand their audiences, and to find out what works and what doesn’t.
Metrics such as open rates, click-through rates, and unsubscribes provide valuable insights into the effectiveness of email marketing efforts. For example, businesses can conduct A/B testing on subject lines to see what drives customers to open their email.
4. Drives Conversions
Every email needs to have a specific goal or purpose that the business wants the user to accomplish. When users take action — such as purchasing a product — after reading the email, that is considered a conversion.
In many instances, conversions are often sales-based. However, other types of conversions include getting users to participate in a giveaway, or filling in a registration form.
To drive strong conversions, a compelling Call-To-Action (CTA) is needed, as well as a simple and seamless process to lead customers to the right page.
With the available customer data, businesses can tap into each recipient’s interests, preferences, and behaviour — and tailor their messaging accordingly. This personalization makes emails more relevant and generates a higher open rate.
Here’s an email from DavidsTea curated for each customer, based on purchasing data, member registration date, and more.
Maintaining regular communication with customers keeps them engaged and interested in the business. By providing valuable content and offers, businesses can establish trust and credibility with their customers — ultimately leading to increased loyalty and repeat business.
From the low costs to targeted messaging, there are many benefits to email marketing, and it’s clear why they have become a huge component in marketing strategies today.
At Sageus Strategy + Digital, we can showcase your brand to a larger audience through initiatives that drive conversion growth, including email marketing.
With more than two decades of combined experiences working alongside global brands and organizations, Sageus Strategy + Digital focuses on getting to know your business, and help you connect with your audience.
Headquartered in Canada, and committed to making a global, cross-cultural, sustainable impact — we’re your one-stop firm for cultivation and growth, in all areas of branding and marketing.
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