Email marketing is all about sending commercial messages to customers via email. Through email marketing, marketers try to promote brand awareness among customers, establish better relationship between a company and its customers and persuade new and current customers to make a purchase. Undoubtedly, social media marketing has become extremely popular these days but it really does not mean that email marketing has become ineffective. It is a more powerful marketing tool to connect with online customers as compared to social media. According to an article published on www.mckinsey.com in 2014, “E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher" . Let us discuss the benefits of email marketing that has made it more popular than other forms of marketing.
Email marketing is really simple. What you have to do is to maintain a mailing list and send company’s commercial messages on email addresses mentioned in mailing list.
Drive sales and convert leads into customers
Email marketing pushes sales and converts more leads into customers. According to findings of a report published on website of Direct Marketing Association (DMA), “66 percent of online consumers made a purchase as a result of an email marketing message’ According to Email Marketing Benchmark Report published in MarketingSherpa in 2013, “60% of marketers believe email marketing produces positive Return on Investment ( ROI)". It is to be noted that email coupons are very effective in driving both online and in store sales. According to a report published in Neilson in 2014, "27 percent of online shoppers subscribe to store or product emails to save money". According to a report published in Deloitte University Press in 2013, 65 percent of consumers responded that believe email coupons are important for doing grocery shopping online.
More personalized than traditional marketing channels
Email marketing allows marketers to directly interact with customers which is somewhat difficult with traditional marketing channels. It also enables you to send personalized emails to clients with your user name. In order to improve results of your marketing campaign, you can divide your mailing list into smaller lists and can send personalized messages on these small mailing lists.
Email marketing is highly targeted. Your email marketing messages will only reach those whom you want to target. On the other hand, there is a possibility that ads of your brand on TV, radio, print media or social media might be received by people they are not indented at.
Keeps brand connected with customers
It helps you keep your customers informed about latest happenings at your brand such as discounts, arrival of new products, etc. Customers also check email marketing messages from their favourite brands for latest updates. According to a report published in Nielson in 2014, ‘28 percent of online shoppers subscribe to store or product emails simply to stay informed’. Regular email messages from brand helps in spreading brand awareness among the customers.
Email marketing allows you to reach wide range of audience in few seconds. All your clients living in different parts of the world will receive your email messages in few seconds and all at the same time.
You can measure effectiveness of your email marketing campaign with help of click-through, open up and conversion rates. Once you get to know about the shortcomings of your email marketing campaign, you can correct those short comings to make your campaign successful.
Marketing through email is inexpensive as compared to other marketing channels such as direct mail, radio and TV. Email marketing is a best choice for small businesses with low marketing budget . They can send their email message to wide audience in few pennies per message. If you use email marketing instead of posting printed newsletters to customers, you can save money spent on designing, testing, printing and sending of printed newsletters. It helps reduce overhead cost. You can do email marketing without a big team comprising of designers, marketers and business analytics. You can run a successful email marketing campaign with help of good email marketing platform and an intelligent marketer who knows all tactics of email marketing very well.