Benefits of Email Marketing
Although email marketing has become a very popular tool to advertise products and services, some companies still hesitate to use it, as they are not informed about the benefits email marketing can bring. To help them with their decision here is a list with the main benefits direct emailing can have on a business:
It is cost-efficient.
Email campaigns are considered to be one of the most cost-efficient forms of advertising. Direct emailing is much cheaper than advertising with mass media. There are no printing or postage expenses typically associated with traditional direct mailing. It requires investments into an email marketing software if you intend to send emailing campaigns by yourself, or into an email marketing service provider that will do the sending for you.
Another advantage of email marketing over advertising with mass media is that it is not limited to any specific region: you can reach anyone in the world who has internet access in just a few minutes.
It is immediate.
After an email is opened, it doesn’t take long for your audience to take immediate action. It takes your customers only a few clicks to complete a purchase, while other media require people to send a letter, make a phone call or go to a shop. This is why conversion rates are better with email marketing.
It allows targeting the audience.
Unlike mass media, email marketing allows you to narrow your audience to people that are most likely to become your customers. You can target your emailing campaigns according to a variety of demographic characteristics.
It allows keeping in touch with prospects.
If you send periodic emails, people who are interested in your products or services but aren’t ready to buy right away are more likely to remember you when they become ready to buy. Your prospects are able to create an inbox and archive your emails for future reference.
Email enables you to personalize your messages and greet every person you’re sending the email to. You should only collect the names of your prospects and your email campaign software will automatically replace the field name with a real recipient’s name.
It supports segmentation.
Costumer list segmentation allows sending very focused email campaigns. The results of the emailing campaigns depend on how relevant the campaign is to the recipients.
Email marketing makes it possible to determine how effective your campaign has been, as services report the number of sent emails, opened emails, who opened, who clicked and which links they clicked on. These data can help you improve your approach and your business.
With email campaigns your audience can be extended due to the forward option. ESPs provide a trackable forward link that you can include in your emails so you can track who is forwarding your emails.
Cross-selling and up-selling
With email marketing you can inform your customers about other products or services they might be interested in. With a good strategy email campaign can be a great way to reduce costs, deepen customer relationships and increase sales.