10 benefits of email marketing for your business

10 benefits of Email Marketing for your Business

Email marketing generates $42 for every $1 spent (Source: Mailchimp blogs).

What is Email Marketing?

Email marketing is a form of digital marketing that uses email to send promotional messages or newsletters to your target audience. Email marketing has a strong ROI.

Email marketing’s purpose is to

1. Increase brand awareness

2. Drive traffic to your website

3. Increase conversions

My Story

I used email marketing as a channel for distributing my content. I prototyped, tested and optimised my email marketing campaigns over time.

Here are the top ten benefits of email marketing based on my experience implementing email marketing campaigns for my business:

10 benefits of email marketing for your business

1. Send timely emails to prospective buyers

You can send timely emails to your prospective buyers and customers. This helps you to keep in touch with them on a regular basis. Choosing the right frequency is dependent on your prospective buyer and customer preferences.

Once you have the required content, email marketing campaigns don't take too long to plan and execute.

2. Stay top of mind with prospective buyers

Sending timely email keeps your prospective buyers and customers informed on the latest blogs, services, products and offers that are available from your business. It’s a great way to re-engage with prospective buyers who may have been considering your services or products.

This reminds them about your business and enables you to be top of mind.

3. Learn more about your target audience

You can learn more about your target audience based on their online behaviour. Keeping track of metrics like open rate, click through rate and conversion rate helps you identify what types of content and message resonates with your target audience. This information enables you to segment your target audience into smaller groups.

You can also use survey forms to get feedback and to understand the preferences of your target audience.

4. Send the right content at the right time

You can start to personalise content for your target audience, once you have sufficient information about them either through their online behaviour (open rate, click through rate, conversion rate etc.) or through periodic surveys.

This will enable you to send the right content at the right time in a way that resonates with them. It’s also useful to understand the type of content your target audience resonates with, including videos, blogs, images, short articles.

5. Create brand awareness for your business

Email campaigns are a way to re-engage with your prospective buyers and customers. Informing your prospective buyers about your latest ideas, products or services is a great way to create brand awareness about your business.

6. Drive traffic to your website

It also helps you to drive traffic to your website. As an example, a newsletter email may have many call to actions included in them. If the topic is of interest to your target audience, they will click on the link and this drives traffic to your website. This helps you to reacquaint your audience with your brand and what you have to say.

7. Drive conversions

Through your emails, you might invite your prospective buyers to download a report that you recently published or invite them to an event. This means you will drive traffic to a landing page on your website.

Your landing page will need to be relevant for your target audience and designed in a way that encourages them to download or sign up. This drives conversions in your website.

8. Improve sales

If you are selling products or services online, a potential conversion in a email marketing campaign could also result in a sales opportunity for your business. An example of a potential conversion could be to book a demo.

This is the beginning of a sales conversation for your business that has a likelihood to result in a sale, if all other things (e.g. product features, benefits, budget) fall in place for the prospective buyer.

9. Retain customers

Communicating with your existing customers on the latest ideas from your business is a great way to stay connected. In this way, they are always reminded of the great ideas from your business and why they signed up with your business in the first place.

When the time comes for a service renewal, thank your loyal customers for their business and put forward an offer that encourages them to continue doing business with you.

10. Create cost effective campaigns

Email marketing campaigns are cost effective in comparison to traditional marketing campaigns. All you need is an email marketing specialist who understands your business and has skills in design and copy writing.

If all content is in place, it takes about a day or so to produce an email marketing campaign. This is cost effective in comparison to traditional marketing campaigns.

Conclusion

Convinced with the enormous benefits that email campaigns offer? Start your journey by creating an email marketing strategy for your business. Kudos email campaigners! You are on your way to creating your first email for your prospective buyers and existing customers.

Written by Anees Misbahudeen

Founder & Digital Marketing Director, INNMCO

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