Top 10 Advantages of Email Marketing

by | Sep 16, 2016 | Insights

If you’re serious about building a successful online business, there is one thing that you really need to focus on. In fact, it’s one of the most important aspects of your website.

What your website should drive to do is… (drum roll, please) …

build your email list!

Why is it so important for you to build an email list?

  1. While being cost effective as a part of a marketing strategy, as well an easy way to get your business noticed, with regular newsletters or promotions, email also has the ability to help build a relationship of trust and loyalty with a visitor.
  2. More than half of the people using the internet daily, actually use and send email every day. This means that you have an even greater chance to personally reach those who matter to you or your business. According to an Email Statistics Report from The Radicati Group the number of email users surpassed 2.6 billion in 2015. With predictions that this number could increase past 3 billion by 2020, it’s safe to say that despite the rise of more nuanced forms of communication, email is far from disappearing.
  3. You are given the chance to warm people up to your offer.
  4. With email, you have multiple chances to convert and lead people down your sales funnel. With an article, you only have once chance before they forget about you and move on.

Benefits of Email Marketing

Consider the following points which highlight the benefits of email marketing:

1. It’s Simple

With the tools and resources available, creating and distributing an email marketing campaign has never been easier. Tools such as:

  • Constant ContactWith Constant Contact, you can create effective email marketing and other online marketing campaigns to meet your business goals. Start your FREE trial today!
  • Mail ChimpOnline email marketing solution to manage subscribers, send emails, and track results. Offers integrations with other programs.
  • Campaign MonitorCampaign Monitor makes it easy for you to create, send, and optimize your email marketing campaigns.

These platforms make it possible for nearly anyone to create an elegant, informative email. Email marketing gives you the ability to distribute information to a wide range of specific, potential clients at extremely low costs. In addition, with automation, it is now easier than ever to target specific customers based on their behaviour within your email. Did they click on a specific link? You can automate for similar content to be sent to them within a certain timeframe. There are many other examples, and it’s worth exploring the different automation features that each email marketing platform provides.


2. Low Cost

Nothing is more satisfying to business than maximising profits and the potential for ROI (Return on investment) on email marketing is extremely high. Email marketing tools eliminate the costs for design, distribution, testing etc. and on top of that, email marketing supports a green initiative since no paper is used in this digital medium.


3. It’s Easy to Track

Oh, and how marketers love their data!

Do you know what 100% of marketers hate? Inaccurate statistics! Don’t quote me on that though (I made that statistic up). However, the point that I’m trying to make is that a marketer who doesn’t hate inaccurate statistics is not marketer at all. Without accurate data and statistics, developing a successful marketing strategy is extremely difficult.

All jokes aside, you can track an email’s performance via analytics: bounce messages, un-subscribers, click-throughs, etc. These can be used to measure open rates, positive or negative responses, and correlate sales with marketing to achieve engagement and interaction objectives. The most important aspect of this is the ability to harness and use the insights gained from the data to build and improve your campaigns for a higher future success-rate.


4.Opt in or Unsubscribe Options

Email contains opt in or opt out options which helps you short list your prospects. People that want to hear your message will gladly provide their email address. When they are tired of your message, they can unsubscribe at their discretion. Spam laws require that you include an unsubscribe link in your campaigns.


5. Fast Response

It’s not a surprising epiphany to realize that direct mail is extremely slow. It can take anywhere from 7 to 10 days to get a response. With current technologies, communication is near to instant these days and users demand immediate attention. Email Marketing has a response in anywhere between 1 and 3 days, or instantaneous when you’re looking at online sales. Emails can reach a substantial number of subscribers in a very short time period who have consented to receive certain emails that interest them.


6. It has a Global Reach

There are no boundaries with email marketing and, similarly, online customer engagement. Advertisers are able to get repeat business that is affordable and automatically generated to keep customers familiar with their brand as often as possible without being intrusive.


7. Highly Personal

Email allows you to personalize, greet, and target every person personally.

“Hello Mr. %LASTNAME% …”

“Mr. %LASTNAME% was my father. Call me %FIRSTNAME% 🙂

By using email marketing segmentation, you can send messages to smaller groups within your larger list to improve results for specifically targeted campaigns.


8. Measurable Results

Special tools are available to you that accurately measure click-through rate, conversation rate etc. The insights you can gain from this data can be very helpful in optimizing future emails and targeting.


9.  Targeted Marketing

You can target a specific audience based on geography, age, income, or whatever suits your needs – as long as you have the user data. Want to send a coupon to the 20-25 year old females in a specific zip code for no extra cost? *click* and it’s done!


10. Interactive

Finally email marketing is interactive.  You can initiate campaigns using videos, graphics, music, quizzes, a game etc. Getting your customers to engage with you is important when building a relationship and establishing a brand image. Email marketing lets you push a message to your clients, as opposed to a website that waits for customers to come in.


“Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.”

Amrita Sahasrabudhe


What to Avoid When Using Email Marketing

However, there are some drawbacks to email marketing that should be considered when planning your strategy.

1. Spam:

The last thing you need is for your email to end up in your recipient’s spam folder. It’s important to check your emails by content and spam checkers to increase the likelihood of delivering a successful campaign.


2. ‘Free’ is relative:

‘Free’ service doesn’t always mean free. Make sure that your ESP (Email Service Provider) doesn’t display alternate advertisements in your email as they can be distracting and have the potential to negatively impact your brand image.


3. Terms of service:

When signing up for an account with an ESP make sure to read their ‘terms of service’ as local laws may differ from those of the host country of the ESP.


4. Avoid being bounced:

Emails go through many ISPs, firewalls and webmail systems which all have different spam filters and email preferences. It is critical that email marketing is not the only technique used to communicate with customers, but rather as one aspect of a holistic marketing approach.


The bottom line of email marketing

With all things considered, email marketing is definitely one of the best low-cost marketing strategies. In addition, it can be used to “court” potential leads. What I mean by this, is that you can build a foundation of trust and brand recognition by impressing leads with special offers, birthday well-wishes (this can be done with automation – but don’t let them think that), among a plethora of other communications. The key thing to remember when using email marketing is to be yourself.

Essentially, people want to be engaged on a personal basis and don’t want to be bombarded with your marketing material. So make sure that you stay conversational, personable and to the point.

Infinipod Team Digital Marketing Mikayla Humphries Portrait

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