The online marketplace is constantly evolving. Several marketing channels that were once considered very effective are now rendered obsolete with the emergence of new and more advanced marketing platforms. Email marketing is a popular channel among marketing solution providers and consumers alike despite rapidly changing trends. In a recent study, it secured the top spot as the best digital marketing channel for ROI.
Why is email marketing so effective, and what are its main advantages as a marketing channel? This article addresses these questions so you can use this knowledge to leverage this medium effectively.
Email is omnipresent
Email is used by nearly all demographics, whether young or old, males or females, which means you can enjoy a wider reach by utilizing this medium. An email is required for almost every online activity today – whether you wish to open a social media account or wish to receive an online service, it’s the first thing that users need to have.
You can use advanced Segmentation for tailored campaigns
Email segmentation or grouping email audiences based on different characteristics, such as similar interests, purchase history, behavior, demographics, etc., enables marketers to tailor their email messages to specific consumers. There are so many advanced marketing solutions that you can obtain from marketing solution providers to apply advanced segmentation to your campaigns for hyper-targeting.
This technology is now the standard for any business that aims to scale its online business.
You can use personalization for lasting customer relationships
Email marketing allows you to customize your campaigns and create targeted content. Creating individualized content based on different audience segments lets you send relevant emails to different customer groups for better results. With email personalization, you can quickly achieve the below benefits:
- You get six times better sales returns than regular campaigns.
- Your unsubscribe rates go down as your audience can resonate with your content.
- You can automate your personalized email campaigns and minimize manual efforts.
- Your customer relations become more robust.
- You are able to retain more customers.
It is an effective Lead Acquisition Method
Email is a highly potent medium for lead generation, and with marketing automation, its ability to rope in new customers has increased.
You can inform leads of new products, services, and company news and educate them regarding desirable offerings using email marketing. Email marketing allows you to cultivate relationships with potential leads and establish yourself as a credible brand.
For all these reasons, having an email lead generation strategy is essential to grow your customer base and run a profitable business.
You can use lead Nurturing for more sales
Lead nurturing is one of the essential features of a business email campaign. When the customers are in the middle of their customer journey, they consider their options.
At this stage, if you can convince them that you are the best option available, they will buy from you. With the help of personalized email campaigns, you can convince the customer of the unique benefits of your products or services. For example, you can send them case studies of how your product helped similar businesses or send them video testimonials from your past or current clients.
With this and several other email tactics, you can move the leads down the sales funnel until they are willing to buy from you. With the help of emails as your lead nurturing tactic, you can exponentially increase the chances of your leads making a purchase.
It is effective at Every Stage of the Customer Journey
Consumers today are astute and tech-savvy. They use different devices and gadgets, like – smartphones, desktops, laptops, tablets, etc., to stay connected and research their choices. With the help of emails, you can reach consumers across devices and at various stages of their buyers’ journey. No matter where they stand in their customer journey, you can leverage tailored email marketing tactics to nudge consumers toward a sale.
It is effective for relationship Building for increased customer loyalty
Not just emails are effective at generating leads but also extremely valuable for growing existing relationships with customers. Better relationships with customers mean more word-of-mouth marketing and better sales. The best approach to achieving this is by using segmented and highly-targeted campaigns. Relationship building is an ongoing exercise that doesn’t just end when a customer makes a purchase; it continues even after that. Email segmentation allows you to check back in with your most profitable customers and target them for more sales.
For example, you could send them discount coupons, special privileges, helpful guides, or anything of value to encourage more purchasing and loyalty from them.
You can leverage automation to make your marketing more effective
Email marketing technology is evolving with time and only becoming better. With the availability of automated marketing technology, you can set your campaigns however you want them to be to maximize your results with smoother customer interactions. You can effortlessly personalize the customer experience and deliver highly targeted content to your target audience to drive more conversions and sales.
The good news is that automated marketing technology is improving all the time and becoming more affordable so that even small and medium enterprises can benefit from it.
It increases traffic to your website
If you are not getting readers or an audience to your website, you can leverage email marketing to get more customers to visit your website. You can send them relevant content with links to your website. Using email marketing, you can also make customers aware of your website’s great content or product options.
For example, a startup could send out emails to let potential customers know about their new product with limited availability.
More than 4 billion email users worldwide send more than 300 billion emails every day! This number is expected to cross the count of 4.6 billion worldwide users. With so many email users and the multiple benefits that come with this platform, it’s the right time to start building a robust email campaign strategy. With the proper research and planning or with little assistance from expert marketing solution providers, you can create the right email strategy for profitable campaigns.