As 2019 draws to a close, you can look forward to the next year with excitement and a desire to take your business to the next level. You’ll want email marketing to be part of that journey. Research has constantly shown that the ROI of any email campaign is going to be higher than other digital channels.
There are many reasons for this, but email being permissible marketing, and the ability for it to be segmented so it’s more relevant, are two key reasons for its success.
Of course, if you want the best success in the new year, then you need to brand your email campaigns. There are several advantages to this.
To start with, it helps to distinguish you from other brands. This can be important in very competitive markets. Another advantage is that you can set customer expectations that can be a very positive experience for them.
Finally, it allows you to focus your email marketing campaigns in one direction. This can make it quicker, and therefore more cost effective, when creating campaigns.
So, what are some of the best email campaign branding ideas for 2020?
1. Create A Learning Environment
An interesting option is to create a learning environment within your email campaigns. This can be based within your specific niche or to do with your products. Learning is an important stage for your business, as educated subscribers will make better informed decisions and you’re giving away free information, which will help build a strong identify and relationship with leads.
This also works because you can use video sharing sites like YouTube to host videos and use that as another marketing channel. Plus, you can reuse the videos in a drip marketing campaign later on or connected with a certain landing page.
2. Build A Campaign That Features Current Customers
Brand your campaign by featuring the work that some of your customers do, using your product/service. This is a way of building peer recommendations without actually allowing customers to directly talk to each other. You can tailor peer recommendations to current deals/offers or a recent event.
This is a great way to build sales as 81% of customers will trust the recommendations of a peer. In addition, it will allow you to create a lot of content without much work as the majority of content will be created by your customers.
3. Create A Common Dictionary
One of the biggest things that can cause problems with campaigns is when emails have different language used between them. For instance, calling a house a home in one email but a residential building in another. This can confuse audiences and can cause other branding issues.
So, sit down before the new year and come up with a branded dictionary that you can use in emails and staff can use with customers when engaging with them on social media, in-store or on the phone.
4. Tell Stories With Campaigns
Another branding option is to tell stories in your campaigns. This could be customer journeys, product development journeys or how staff are doing at your business. Stories can draw audiences into your emails and get them emotionally involved.
Look for ways to make your campaigns highly emotional. The more engaging they are for your audiences the higher your campaign retention will be. Also, customers will be more excited about seeing your campaigns land in their inbox.
As you see out 2019, think about how you can re-brand your email campaigns to make them perform much better in 2020. A great campaign can take your business to the next level. Just what branding will you use?
Will you be changing your email branding in 2020? What will you do to take your brand to the next level?
Let us know in the comments below.
Blogging is a very effective way to get potential customers to your website. Research has shown that regular publishing of content on your company blog can improve lead generation and revenue. However, many website owners rely on social media and SEO in order to generate traffic for blogs.
These aren’t the only two ways.
You can utilise your mailing list to bring in audiences to read your content. There are two reasons why this isn’t currently done.
The first is because blog writers generally discount blogs as a way to bring in people unfamiliar with the brand to introduce them and then convince them to subscribe to the mailing list. The second reason is that business owners often see email as a way to sell with audiences and to do little else.
The Number Of Touchpoints In A Sale
The problem with these two assumptions is that it ignores a fundamental rule about selling. That in 80% of cases, it takes between five and twelve interactions to make one sale. That is a lot of touchpoints to cover. Yet sending an email and reading a blog would actually count as two.
It also ignores the potential of blog posts to sell to customers. After all, if you’re using blogging to generate leads, you’ve already used them to sell to your audience.
Therefore, email marketing and blogging should be combined. But how can you do that? Here are some simple solutions that can help you integrate the two.
1. Blog Summary Email
Either by using an RSS feed, or by creating a manual summary, you can send audiences a list of recent blog posts. Within the email, contain a blog title, blog excerpt and a featured image for each blog post. Then create a link to each individual blog post.
This allows your audience to select which blogs they’re interested in and read those in full on your website. This is a simple way to build blog traffic, but you can sometimes find that busy individuals give your RSS feeds a low priority.
At the same time, if you don’t publish a lot of content, like two or three a week, then this methodology doesn’t really work. However, if you publish numerous articles per week, this is a great option for your brand.
2. Summary Within Other Emails
A common tactic is to include a ‘blog post plug’. This is like having a general email with a section of it dedicated to promoting your latest blog post. This is a simple and sometimes effective way to get people to read your content; but it comes with a couple of problems.
The first is that it makes your emails more cluttered. The second is that it can devalue your main message and people forget your messages as they read your content. Therefore, you might lose revenue for extra traffic.
3. Dedicated Emails
This is a common tactic where a blog post has its own email sent out. In the email you can sell what the blog post is about, why it is important to read and other critical information that the audience needs to know. A lot of companies use this tactic and some to great effect. But you’ve got to make sure that you’re publishing high quality articles that aren’t going to be duplicate content from other sources.
If you don’t have a lot of blog posts being published then this is the best option for you. It can also add a little personality to your marketing and get people to like your content more.
Email marketing and blogging should be connected more. By using different methods, you can market your blog to your subscribers, bring them back to your brand and sell them your value proposition. However, you must select the right strategy for your brand. This is based on your end-goals and the level of blogging you do.
Do you blog? How many blogs do you write per month?
Let us know in the comments below.
Email marketing has been the most effective digital marketing platform for over a decade. For every $1 spent on email marketing, the return on investment is on average $38. However, while all businesses and industries can benefit from marketing via email, some industries will have better results.
The industries which do better aren’t always because their audience use email more. It could be that businesses in those industries are better at utilising email for promoting their businesses. Here are some of those businesses that are performing well, and why they are doing better.
1. The Hospitality Industry
When looking for hotels, travellers like to focus on prices and reviews. Those marketing hotels are using this to their advantage. If a user searches through hotels on a site and then doesn’t make a booking, the company will then send an email listing hotels with their prices and a link to reviews.
One example of a hospitality business that will do this is Airbnb. They use software that can send emails quickly when certain behaviours are triggered. This is when they’ve searched for a place to stay, but not made a booking.
If no booking is forthcoming on the first email, then the company will send another email offering alternatives to those in the first email.
This is a great example of not just email marketing, but also automation. The emails are also perfect, because, according to research, they give the audience exactly what they want: prices and reviews.
Ecommerce and other retailers are bound to be big players of email marketing. Sales can be directly linked to email marketing activity and therefore, organisations can track results. This often offers more justification for email marketing than other industries that cannot directly track sales to emails.
Retailers also benefit from the huge amounts of data they can collect and use in marketing. For instance, previous purchases can be tracked to specific groups of customers and then emails sent that promote related products.
They can also be used to remind customers to make purchases on a regular basis or on a repeat basis. The biggest winners in this industry are the large retailers who have more data available to them. They also have a vast audience to send emails to that allows them to multiply potential revenues from email campaigns.
However, smaller retailers are also seeing the benefits.
3. Wedding Industry
A surprising industry that is doing well with email marketing is the wedding industry. However, the industry has one massive benefit and that is time. Email marketing sales require trust between the company and the audience. Trust requires time to build up and thanks to the average engagement length of 14.5 months, the wedding industry has a lot of time on its side.
Many businesses in the wedding industry start by sending helpful tips. Then, once trust has been gained, they can start to sell products to audiences. Some of the best in the industry don’t sell their own products, but instead rather use their trust to sell products and collect affiliate payments.
Another advantage of this is that most of the work can be automated. Therefore, costs for the email marketing campaigns are limited and campaigns can be continuously improved upon.
4. Luxury Brands
Vivid storytelling and stunning photos are the perfect marketing tools for those selling luxury brands. And email is the perfect tool for projecting those two tools onto audiences.
Luxury brand sellers can send audiences photos of their products in use and display them in the wide environment to promote use and give context to how they will fit into the lifestyle of the audience.
As email marketing is also low cost, the ROI of email marketing for luxury brands is much higher.
Email marketing is great for all industries, but there are a few that are using it to great effect. The examples above can help you to refine your email campaigns for future success. Just because your business isn’t in one of those industries, it doesn’t mean that you can’t perform just as well.
The value of your email list is only as good as its health. One of the most important, regular tasks of any email marketing campaign is to ensure that you perform maintenance on your mailing list. During maintenance, you should be removing any contacts that regularly bounce or aren’t responding to campaigns.
Here are seven reasons to make cleaning your mailing list a regular task.
1. It Saves Costs
The more people you have on your mailing list, the more it will cost you to run it. Normally this is not done on a per subscriber price. For instance, those with 999 subscribers on Fluttermail cost $17 per month, while those with 1001 subscribers cost $29 per month.
2. It Improves Analysis
There are many reasons why subscribers become inactive. One reason might be because they’ve changed email addresses. If you have emails being sent to an inactive account, then you can’t analyse campaigns accurately because these dead accounts are skewing results.
Removing dead accounts allows you to focus on people who at least semi-regularly open your email campaigns.
3. Gives You Opportunities To Sell
While removing inactive subscribers is important, it shouldn’t be the first thing to do with subscribers who aren’t opening mail. Some people do read subject lines and go straight to your website to make a purchase. Therefore, when identifying those who aren’t responding any more, you should look to create a re-engagement campaign. Research has shown that inactive subscribers are worth about 32% of active subscribers.
This should encourage people to tell you they’re still interested in hearing from you. Those that don’t take any action can then be removed from your list.
4. Find Malicious Emails In Your Subscriber List
It’s important that you find those on your mailing list that are spam or malicious accounts. These email accounts can cause your business real harm. Email addresses within these categories should be removed without question.
Malicious email accounts can often be spotted manually because they don’t have corresponding names with email addresses or weird email addresses (i.e. XtrebleYU@domain.co.uk).
5. You Can Remove Subscribers That Have No Value To You
Sometimes people subscribe to your business’ mailing list who have no value to you. For instance, if you sell only in the US, Canada or another country and you get subscribers from the EU, Russia or another area, then you can remove those subscribers.
Those that aren’t of value to your organisation are just costing you money and skewing your statistics. They’re also getting irrelevant content which won’t help with your reputation.
6. Its Easier To Do It Regularly
When you have thousands of subscribers on your mailing list, if you only check them rarely, then it will take up a lot of your time. Instead, checks done on a regular basis take up less time and allow you to be more responsive to changes.
Regular checks can be scheduled every one to three months. It shouldn’t take any more than a few hours work, but it can save hundreds of dollars a year.
7. It’s Good For Compliance
There are lots of email marketing laws that protect consumers from illicit marketing emails. While subscribers might have signed up, that doesn’t always mean that they want to receive marketing content. They just don’t read the sign-up details properly. In addition, some subscribers might try to unsubscribe from your mailing list, but don’t complete the process.
By regularly scheduling in maintenance for your mailing list, you can remove people who have no interest in your marketing content and comply with legal requirements.
Maintaining your email marketing list is really important. It can help your business to be more effective in marketing, finances and compliance. Therefore, you should always be looking at doing maintenance every one to three months.
When was the last time you completed maintenance on your email list? When do you next plan to do this?
Let us know in the comments below.
Image via Pixabay.
Digital marketing is about attracting, convincing, and selling to customers. There are many ways to do this, but one thing has been clear for a number of years: that it takes more than one or two interactions to sell to the majority of customers.
In fact, research has shown that 80% of transactions are not made until the 5th and 12th interaction with a brand. This can be hard to achieve on one channel, which is why you need as many channels as possible, working together to create a sales funnel that creates those necessary interaction points as quickly as possible.
Why Use Multiple Platforms To Market Your Product
There are many who believe that one sales channel is their only way to achieve sales. However, this is a flawed system. If you used emails exclusively, you might need to send 12 emails to get them to buy. If you send one email per week, that’s 12 weeks to generate the sale, a long time, and that could mean you lose out to a competitor.
However, if you use a mix of platforms, you might catch the eye of the consumer at several points of the day. For instance, when they check in on Facebook and see some of your content (organically or paid) they are making an interaction.
When they are doing some research, with good SEO work, they might see some of your content on the subject and then read it: another interaction point. Therefore, when you next send an email, your potential customer isn’t just on interaction point one, they are on interaction point three or four.
However, if you don’t have these marketing channels aligned, you might be doing more harm than good to your marketing. Instead, you need to find a way to combine them into one campaign that’s mutually beneficial.
How To Combine Platforms Into A Single Campaign
The first step to combining platforms into a single campaign is to ensure that each platform is connected to the others. You don’t want each platform to just connect to another, you want to include as many platforms as you can from the other platforms.
So for instance, on a piece of web content, whether it’s a landing page, downloadable content, or blog post, you need to connect it to your social media accounts and mailing list. On your emails, you should direct them to a landing page and also social media profiles.
The challenge is on social media. Here, each piece of content should refer to just one link, e.g. a mailing list, or web content. But generally, with your social media campaigns, you should refer to all your other platforms equally.
You’ll then need to find a way to direct audiences to the next platform. This can be done with a good call-to-action. A good call-to-action should include:
• Definition of the action you want them to do.
• Time delay.
• An interesting offer and/or promise.
Finally, you need to consider how each piece of content is connected to the next. You want to take the customer on a journey where each interaction is another step in a single journey. So, if you sent an email about cooking a holiday meal, you could have call-to-action about the desserts or games for the festive meal. As long as it’s relevant and adds value for your customer, then you’ve got some good content. Here you have at least two interaction points.
Another good example of this would be offering people tips on social media about cooking, and linking that to a landing page where they can subscribe to a mailing list for ingredients, cooking instructions, etc. This scenario has at least three interaction points.
Therefore, by connecting marketing on all channels, you can cut down the time to sell from up to 12 weeks to under three weeks.
Selling online can often mean that you have as many as 12 interactions before your customer makes a purchase. This can take a long time if you only use one platform to sell. Instead, you need to combine social media, web content and email marketing campaigns to minimise the time it takes to sell to your customers.
Do you combine your marketing platforms? How do you ensure they are aligned?
Let us know in the comments below.
Emails are one of the best ways for you to create an experience for your audience that will sell. In fact, email has been found to be the best sales platform online for over a decade. Audiences trust emails when they’ve subscribed to a list, and they enable you to offer relevant content.
However, there are many missed opportunities when it comes to selling via emails; especially when audiences are looking for an engaging experience.
So how do you make more of your emails and engage you audience? Here are five techniques to try in your next campaign.
1. Start Designing Emails That People Want To Read
Before you start implementing new software or strategies with your email campaigns, you need to create effective emails, to begin with. There are several ways to do this without making to many changes to your campaigns.
These tactics include:
- Stop using jargon or inside-industry talk.
- Use engaging subject lines, preheader text and titles in the email.
- Use personalisation.
- Ditch the passive voice.
Use these tactics and you’ll start to see better open rates and readers spending a longer time on your emails and landing pages. You might see a higher click-through rate too.
2. Use Videos Within Your Email Campaigns
Videos are highly engaging and very memorable. They can also be attached to email marketing campaigns with ease. This makes them valuable, especially as 81% of people have been persuaded to make a purchase after watching an explainer video.
As emails are already highly effective at selling, adding video to the mix will increase their effectiveness. At the same time, you can improve your reach online by having the videos hosted on YouTube. Every subscriber who watches your video will then count towards the views count, and the more views you achieve, the more your video will be promoted.
Videos should be short, so try for under two minutes, and have a clear call to action at the end.
3. Use Polls, Surveys And Quizzes To Engage With Audiences
Users love polls, surveys and quizzes; especially if they’re not serious, a little bit fun, and don’t give too much information away. For instance, if you sell a range of dolls, you could have a fun quiz matching the audiences’ personality with the dolls’ characters.
Polls are also great, as people get rewarded by seeing their votes count for something. For example, you could offer subscribers the choice of what new flavour you will develop next, or what video you will create. These interactions help you to see what audiences are looking for and guide your content creation strategy.
4. Send Emails At The Right Time
You know what makes emails really engaging? Them being delivered at the best time for your audience. If they are in the mood for reading your email, and have the time, they will read your email. But if you send it at a time when they are too busy, it could be lost.
There are few ways to determine the best time for sending email campaigns other than A/B Testing. This should be done almost continuously. It doesn’t hurt to segregate your list either into different groups that read their emails at different times.
5. Keep It Short And Simple
Another really good way to get your emails to be engaged with, is to keep them short and simple. The less information you have on the email, and link to a landing page, the more click-throughs you are going to get.
However, you will only achieve a better click-through rate if your original premise has several elements including:
- An emotional need from the audience.
- A relevance to the audience.
- Ease of access to the audience.
- Something to intrigue them that the next step is different.
Email marketing is really effective and with a few tweaks you can boost their effectiveness and earn more revenue from your campaigns. The five simple tactics above can help you get that better engagement experience for your audience and make your campaigns generate great returns.
How do you make emails engaging? How do you determine what an engaging email is?
Let us know in the comments below.
Image supplied by Pixabay.
Just because you are a non-profit, it doesn’t mean you can’t have an effective email campaign that grows awareness for your good cause and builds donations to help you continue with your activities.
Here are several ways to create better-performing emails for your non-profit.
1. Tell A Story
People love to hear about stories. That’s why reality television is so popular and how so many celebrities like the Kardashians have grown their brand – they’ve told a story about their lives. The same can be said about your brand and its good work.
You can tell the story of how you have helped people with your non-profit. Have you helped to educate people so they can start new jobs, support themselves, etc? These are fantastic real-life stories people like to read and interact with.
2. Tell Them Why You Need Donations
Research has consistently found that giving a reason for why you are making a request can improve positive results. Therefore, consider telling people what you are spending their donations on.
There are numerous ways you can do this but try not to be too general. Saying that you need donations to continue your good work is less likely to work than being specific about a project you are running.
For instance, you could state that you are looking to raise funds for new equipment. Name the equipment, what it is used for and how it will benefit your activities. This way, people can see how they are directly helping your non-profit.
3. Give Rewards For Interaction
Some people like to be recognised for their contribution to good causes. That doesn’t mean that they want a badge, pin, teddy, etc. for every donation they make. Sometimes recognition can be just as good. Therefore, consider ways that you can reward your patrons.
It might be something as simple as regular newsletters about a particular project, membership to special content created just for donators, or public recognition of their contribution. These can be simple to maintain.
Another thing to consider is that not all contributions are monetary. Some are based on spreading the word of your business. This can be just as rewarding for your business because if one person introduces three new donators to your non-profit, then you have three times as much towards your next project. Rewarding this person should be done, even they haven’t contributed funds themselves.
4. Test, Test And Test Again
Another important aspect of email marketing is A/B testing to ensure you are getting the most from your non-profit’s emails. Something as simple as the time of day you send emails can have a significant impact on the results.
You want to A/B test your email marketing campaigns to ensure you are getting the best results. In reality, testing is unlikely to ever stop as there are numerous tests that should be carried out such as:
- Time of sending.
- Colour of buttons.
- Language used.
- How you address subscribers.
- Subject lines, pre-header texts, etc.
5. Use Images And Videos
Text is harder and more time consuming for readers to digest. Therefore, text-only emails are going to have poorer results than those that include images and videos. Ensure you are always including something that is relevant to your email.
Videos can also be kept on YouTube or another video sharing website that can give you long-term benefits. Images can also be used on a website where they can contribute to your search engine rank.
Your non-profit needs to generate interest and donations to operate. Email marketing is a fantastic way to help with both of these, but they need to be effective. With the right words, images and other elements you can sustain your non-profit and continue to support good causes.
Do you operate a non-profit? What email marketing tips do you have?
Let us know in the comments below.
Image supplied by Pixabay.
If you want to grow your business and be very efficient with your sales, then you need to consider automating your marketing. Not only will it skyrocket your sales, but it will free up your time for you to complete other tasks within your business.
But what is marketing automation and how can it help your business? Here’s a quick guide for you.
What Is Marketing Automation?
Marketing automation is any activity used to promote a brand that is not manually undertaken. This can include numerous activities such as social media, email marketing or SMS. Not all of these activities have to be included in a campaign and most often email marketing is the prime marketing automation outlet.
Marketing automation is initiated based on a number of behaviours. For instance, an email sequence is instigated when a user subscribes to a mailing list, or content is published on social media when someone shares another piece of content.
How Can Marketing Automation Be Used?
Generally, the main purpose of marketing automation is to convert the prospects into customers. However, marketing automation can be deployed in numerous ways. For instance, one of the main applications is to have a cart abandonment campaign where a user who has abandoned their purchase is emailed to encourage them to complete. This can be done over two or three emails over numerous days.
Another common tactic is to create an email sequence that follows a download or subscription to an email marketing list. This can be really great, as it builds trust with an audience and demonstrates your knowledge and experience within a niche. You can also monitor your results to see who is really interested in your content.
Finally, marketing automation can be used to collect feedback after a conversion or to create repeat custom. This deployment is really useful as it lowers the customer acquisition cost and improves revenue. Those customers who have already purchased are also more likely to spend more if they were satisfied with their original purchase.
Enticing reviews can also be beneficial as peer reviews are trustworthy according to customers and the more reviews you can generate, the more conversions you will have.
What Are The Advantages Of Marketing Automation?
There are numerous advantages of marketing automation and very few drawbacks that mean automation should be part of your marketing strategy. Some of the key benefits include:
Reduce Time Spent On Marketing: While marketing generates sales and leads, the more time you spend on it the higher your acquisition costs. With marketing automation, you can create your campaign and then set it to go, leaving your software to do the hard work. Therefore, less time is spent on repetitive marketing, reducing costs.
Be More Responsive: Customers want answers and information immediately. This can be very hard to achieve when you are a small organisation and you wear many hats in your business. But marketing automation can often provide information quickly helping customers make informed purchasing decisions.
Be More Relevant: Content can be created for campaigns that are specific to services, products or information the prospect wants. For instance, if they are interested in boy’s shoes, campaigns can be sent just displaying a selection of boy’s shoes and related items. Therefore, content is more relevant to the consumer and has a higher chance of converting them.
Can See Sales Funnel Work: Another benefit of automation is that it can help you directly see when prospects might need to be given an extra push to convert with a phone call. This can be very useful when you are selling services.
Marketing automation is a significant advantage for businesses using it. It can help reduce marketing costs and improve conversions working tirelessly while you do other tasks for your business. There are numerous ways you can employ marketing automation in your business. How you use it for your brand is up to you.
Do you use marketing automation in your business?
Email marketing is a powerful and lucrative marketing avenue. The ROI for most email marketing campaigns can be as high as 4400%. That means for every $1 you spend on email marketing; you can recoup $44. It can also be responsible for more than one in four transactions on a website.
Many factors can influence the success of an email marketing campaign including the list integrity, email design, campaign strategy and the offer you present to the reader. However, there are also many other factors that can affect your long-term email marketing efficiency.
One of these is your email marketing provider.
User Experience Influences Email Marketing Results
The user experience of your website is very much part of the success of your business. The friendlier it is for website visitors, the higher conversation rate you’ll experience. The same can be said for your email marketing provider and your email campaigns.
Some email marketing providers don’t have intuitive interfaces. Therefore, constructing campaigns can be challenging. Those using them, with limited technical ability, can, therefore, opt for more basic email designs which can lead to poorer reception and engagement from subscribers.
Likewise, those email marketing providers with too many design options can be overwhelming, and the best design might not be found or applied.
Data Usage Needs To Be Useful
Another important aspect to consider with any email marketing provider is whether they provide useful reports. Collecting data on your subscriber list and monitoring responses to email campaigns can be vital to making your campaign successful.
For instance, you can notice that someone has opened and clicked through to an offer several times. However, the subscriber might not have ordered anything. There might be several reasons for this such as:
- Delivery costs are too high.
- A website might be confusing.
- A code error on the website.
- They found the product cheaper somewhere else.
- They got disrupted in the buying process.
Without the knowledge of who has, and who hasn’t engaged with your campaigns, you might not know who has clicked through and abandoned the process. This information can be highly useful because you can send another email to prompt them to complete the order.
You could even offer a deal to push them further into making that purchase or ask why they didn’t complete.
Another good report to have is your unsubscribe rates. You can notice the channels where subscribers are coming through and then unsubscribing. For instance, if you notice that those subscribing from Facebook and then unsubscribing is double compared to other channels, you know that you need to change your Facebook campaign.
Cost Of Using The Service
Another factor to consider is the cost of your email marketing provider and what you get for that price. There are numerous price points for providers, but not all of them have the same features for a similar price.
The higher the costs you pay, the more you must earn in revenue for your businesses to maximise profitability. However, you must consider that some providers might cost more, but offer you more features, reports, etc. that can increase the conversion rate for your campaigns.
It is about looking at the balance between cost and features.
Another consideration is also how much support you can get from your email marketing provider. If you don’t get much support from your business’ provider, then you might have severe problems getting the best campaign published.
Consider who offers the best support and what would you do if you had a problem and you didn’t have that support available. Getting private support from another site like Upwork or Freelancer can be expensive and might not be timely.
Your email marketing provider is an important part of your campaigns. Their interface, support and costs can influence the success of your campaigns. Be sure that your supplier is the best one for your brand before you start sending out campaigns.
Who is your favourite email marketing provider? What do they do well and not well?
Let us know in the comments below.
Digital marketing is proving to be highly successful. It offers businesses increased profits by lowering costs and increasing sale opportunities. There are lots of different online marketing channels, but some of them are more effective than others.
This is why some brands only employ certain digital marketing channels.
The one channel we would really recommend is email. Email marketing has shown that it can outperform all the other channels in sales, and it’s easy and cheap to maintain.
But don’t just take our word for it; here are six reasons why your business needs email marketing:
1. Email Marketing Has The Highest ROI
The median ROI for email marketing, as discovered in a 2016 survey, was 112%; more than four times better than any other marketing format. This ROI wasn’t just for 2016. Research has constantly shown that the ROI of email marketing is far better than other digital and offline marketing channels.
Part of the reason is that sending an email is cheap; especially when compared to sending direct mail or making a phone call.
2. Email Marketing Can Reach Customers On The Move
The growth in the use of mobiles is giving more prominence to emails. More than half of emails are now opened on a mobile device. This means that no matter where your audience goes, they can receive your marketing message.
This can’t be said for direct mail or display adverts.
Emails can help you reach customers at important times; such as when they are out shopping or on the move. It also allows them to take advantage of the deals you have on offer, by taking vouchers contained within your email on the go, instead of printing them off at home.
3. Email Activity Can Be Traced
One of the best benefits of email marketing is the ability to check who is reading and taking interest in your marketing messages. This can be useful as one important step of email marketing is sending follow-up messages.
Say you send a deal about a new product; you can grab a list of all those who opened, read, and clicked through to the link on the email and then send them further information. This new information might convince them to make a purchase.
4. Emails Can Be Automated
Whether it is an auto-sequence, cart-abandonment email, or a behavioural response sequence – your email marketing campaigns can be pre-written and sent out without any further instruction. This can be great for you as you can get all the information needed for your sales team while also selling to customers via email, without the need for manually sending emails.
Try to include at least some automation in your email campaigns to reap the rewards that it can bring. A good start would be a welcome email sequence that tells new subscribers what they can expect from your emails.
5. Email Has A Long Lifespan
The average lifespan of a tweet is a couple of minutes, for a Facebook post a couple of hours. Therefore, you have to hope that your core audience is online when you publish on either of those platforms. With email, you don’t have that worry. The email will sit in their inbox until they interact with it.
In fact, some research has shown that it can take two weeks after an email has been sent for someone to buy from it – long after those social media updates have been forgotten.
6. There Is A Larger Audience With Email Marketing
Facebook may boast it has 1 billion users, but there are nearly 3.7 billion email users in the world. Even social media sites know this as they send notifications via email about activity on their accounts. Emails are also needed to sign up for most sites.
Most people also check their emails regularly throughout the day. There are even some people who wake in the middle of the night to check their emails.
Email marketing is one of the best ways to connect with audiences. There are more people with an email account than a social media account, and they will regularly check their accounts throughout the day. Email marketing also has a good ROI and allows you to monitor reception by subscribers.
Do you use email marketing yet? What is preventing you from using it?
Let us know in the comments below.