Email marketing is a great platform to promote your business to your customers about services, products, events or business updates. Compared to most online channels email marketing is relatively inexpensive, a business of all sizes can get started and see the benefits.
Recent statistics show
- “82% of consumers open emails from companies” (Litmus)
- “44% of email recipients made at least one purchase last year based on a promotional email” (convince and convert)
that email marketing is still growing, but there are still many businesses unsure about email marketing, and have not explored the use of email within their marketing.
We have complied 10 reasons why email marketing is important:
Email provides the ability to contact a database on a regular basis, sending regular emails creates a connection between a business and their customers, it not only enables a business to build a relationship with their customers and help keep products and services fresh in their minds, but it helps build an audience in a crowded market and create a two way conversation that benefits the business and the customer.
Email marketing systems include enhanced tracking and reporting facilities. The reports available provide valuable metrics which can include:
- Open rates,
- Click through rates,
- Subscriber retention,
- Engagement with content & social media.
Another bonus is that your email marketing analytics can be integrated with your website analytics.
This can show how each email has interacted and changed the performance on a websites sales or leads generated. Furthermore, the reporting facilities enable businesses to understand a customer’s behaviour and interests which you can apply to other forms of marketing.
A huge advantage is how cost effective email marketing can be, there is no print and postage costs and no advertising costs. Emails can be sent from as little as 1 penny per contact or can be paid monthly with unlimited plans.
Return on Investment
Email marketing can outperform many marketing channels, for every 70p spent on email marketing the average return is £25. Businesses can track the performance of each email and the impact this has had on a company’s marketing strategy which enables a business to see ROI straight away.
Email provides the opportunity to nurture relationships and deliver informative content to a database which over time helps increase traffic to a business’s websites, increase the sharing of content on social media and enable to forward to a friend easier, this can help grow a business’s audience.
Driving conversions is a number one priority for businesses; on average click through rates for emails are 6x more effective than social media. Businesses can track customer journeys from receiving the email to completing a purchase.
Email marketing can be integrated with internal systems; businesses can link email marketing data with many systems like CRMs, website analytics, social media and much more. This enables a business to understand and profile their customers, but also see the impact of emails with their other marketing channels.
Automation can be used for many different reasons within email marketing. It can save time and in essence “automate” parts of a business’s marketing. Automation is when a customer completes an action which then triggers an email to be sent.
An example of this is: there is a sign up form on a website it would take a business a lot of time to email each new signup with a welcome email. Sending an automated email will save time and make the process instant to the customer.
A huge feature of email marketing systems is the ability to “segment” subscribers into different groups so a business can send each group highly targeted emails. This means businesses are sending more relevant and interesting content to their customers which means the customers are more likely to interact. This can help increase sales, conversions and generate more leads.
Personalising emails allows a business to communicate with their database on a one to one level, with segmentation and Integrating with a CRM like above, it allows businesses to personalise each email by feeding in personalised information like purchase history or recent interactions on their website. Personalisation helps build stronger relationships with a companies brand and produce more customised marketing that is not possible with other marketing channels.