Email marketing is one of the most important marketing channels. It happens when you send an email to the people who have signed up to your list and have given permission for you to send them communications. It is commonly used to inform, sell and build community around your brand.
The way to do it has evolved throughout the years. Today, mass mailings are not ideal anymore. Instead, email marketing is moving towards personalization and segmentation. This means that subscribers will get personalized content and offers, facilitating conversion.
We know email is not a new technology, and that many people wonder if this tool is still relevant in marketing. The answer is yes. Here are some reasons why:
Email marketing allows you to reach a large number of subscribers for less than penies, which means that the cost of conversion is very low. There are many platforms that facilitate this task, and some of them even allow you to send a great amount of messages for free. However, hiring somebody to manage these efforts is essential as there are many tasks that come out of this activity. Such as writing, designing, scheduling, sending, answering questions and maintaining the database.
Personalized and targeted messages
You need to take into consideration that by this point, your potential customers are at different stages of the buying cycle. Some may be considering the purchase, while others are already comparing and researching or even ready to complete the purchase.
Segmenting these customers will help you target them more effectively, and reach them with the exact message they need to hear. As a result, you will move your potential customers down the funnel more efficiently.
Easy to measure
Most email marketing tools allow you to measure the results of the email campaign after you send it. It is possible to track bounce rates, open rates, unsubscribe rates and click-through rates. This is important to get a better understanding on how the campaign is performing to make the proper adjustments and deliver the valuable content your customers will want to receive.
Improve brand awareness
There are many other ways besides social media to help a company’s brand awareness. Having your customer’s email address means that they have a certain interest in your brand. When you use email marketing you are increasing that interest and therefore, staying at the top of mind of your customer.