So, why is email marketing important for your brand?
Well, emails are a great way to connect with your customers, form relationships with them, and build trust and visibility.
If you’re not taking advantage of this, your business is suffering severely for it.
Here are four reasons why:
1. Consumers Actually Prefer Email
Especially if you’re a small business, you don’t have the funds to throw away at marketing tactics that might not work.
True, social media does a great job connecting brands to their customers. However, it might not always give you that organic reach you’re looking for.
Lucky for you, there’s such a thing as email marketing and studies have shown that customers actually prefer it.
It’s most likely because emailing is permission-based. Whoever is on your emailing list is there because they chose to be. They want to know more about your brand, your discounts, promos, and offers.
This alone makes email marketing such an effective strategy.
There are other reasons customers prefer communicating with brands through email.
Emails are convenient.
Customers can access them right on their phones. So, whatever coupon code or special offer you’re giving to them, all they have to do is click on their phones to redeem it.
Another reason is that emails are instant.
You can easily send out information on exclusive offers and deals to your customers via emails, and your customers can take advantage of those offers instantly. Customers like that.
Now that we know why customers like emails, let’s talk about how to email your customers in a way that they’d love to read it.
First off, you can’t inundate your customers with emails.
You’d make it too overwhelming for them. So, keep your emailing to once a week at the most. This rate works because it’s consistent without being too much.
Now, let’s talk type. What types of emails do you customers like to read?
- Sales promotions.
- Coupon offers
- Loyalty or rewards programs.
- Company updates.
- Free content.
- Info about products and services.
- Exclusive sneak peeks at new products.
2. Email Marketing Gives You Wider Reach
The world today is becoming increasingly mobile, which is another reason email marketing works.
In fact, checking and responding to emails is still the number one thing people do with their phones. This is why you need to develop your email marketing strategy right now.
Plus, with emailing, you not only get to target phone users, you also get to target other mobile users like tablet users as well.
Now, let’s talk about actionable steps.
How do you optimize your emails for the array of devices available?
First, keep your emails simple.
Try not to use overcomplicated designs. Go for simpler designs instead that would fit smaller screens.
Secondly, use fewer images.
Images might be a great way to engage your audience. But if they are too many, your email will load more slowly. And if they are too large, it might not work for a smaller screen. Your customer would have to scroll too much to be able to view it completely and that would, obviously, be a put-off.
Three, optimize your text.
Use loads of white space, avoid long paragraphs, and keep the text to the point. In essence, make your text easy for your reader to scroll through.
Lastly, your email should include a call-to-action.
…And make that a button, not a link, because buttons are easier to click on touchscreen devices than links. Also, make sure the button is large enough to cater to your subscribers with larger fingers.
3. Email Marketing is Affordable
Most small businesses only have a limited budget for marketing which means they always have to look out for more affordable ways to market. If this is you, then you can thank your lucky stars for email marketing.
With email marketing, you need only a very little amount (we’re talking a few pennies per subscriber) to get started and the running costs are far from expensive. In contrast, TV ads and print will cost you millions both upfront and in running costs.
Exactly how much you spend on your email marketing would depend on you.
If you’ve got in-house resources, they could form your email marketing team.
But if you don’t, you’d have to outsource to an email marketing agency which is not so expensive, anyway. It could even save you more in the long run and free up your human resources to focus on other core business tasks.
Plus, email marketing agencies consist of professionals which might give you better results in the end.
That said, let’s talk ROI because that’s what makes us know if all this is worth it.
Well, the ROI from email marketing is, simply put, unbelievable. According to the Direct Marketing Association, for every $1 spent in email marketing, you earn $40 in ROI!
The opportunity to follow-up on your customers is probably one of the biggest reasons this is possible. And as the relationship between you and your subscribers grows, you get more positive responses, and the returns on investment continue to grow. All at a super affordable cost, no less.
4. Email is Customizable and Personal
In email marketing, you segment your audience into lists which makes it possible to send different tailored emails to different segments of your subscribers.
This way, you’re delivering content that’s unique to and resonates with your customers. Something they would consider valuable compared to bland, generic messages.
And according to Campaign Monitor, marketers that use such segmented campaigns notice a 760% increase in revenue.
You don’t get this kind of targeting with social media. If you’re writing a post for social media, you have to address your entire audience as one group.
Email marketing, on the other hand, allows you address your customers as individuals, and by name (the way people like to be addressed). It also allows you send emails around certain topics to certain subscribers.
And to top it all, the emails arrive in their inbox individually, going to meet them where they are, rather than waiting for them to come find you.
There’s nothing for it, really.
Conclusion On Why You Should Focus On Email Marketing
Psst! Before we go, a quick tip.
When crafting your emails, include the receiver’s name in the subject line. It boosts your open rate significantly.
Alright, there you have it! Now you know why you should have started email marketing yesterday. What’s your next move going to be? To speak to us, of course.