Email Marketing
Email marketing is more than the communication that ends up in someone’s inbox
It is about your customers and making sure you are sending each audience a message that resonates with them. Let’s face it, in today’s world, your customers are defining their engagement.
Email marketing is a direct marketing communication that can be easily targeted, dynamically generated, automated, and measured. With over a decade of experience, Benjis Printing House is able to work with your team to define, develop, and execute a communication strategy that will deliver results.
How will email marketing benefit your business?
What are the benefits of email marketing? If your company or business isn’t utilising email marketing, should they? The answer is probably yes, as email is consistently cited as one of, if not the marketing channel that consistently delivers the highest ROI. Email marketing is used by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of marketing may not immediately understand why it is so popular amongst companies in a variety of industries – but here are ten reasons why email marketing is seen by many as the most effective marketing channel. Listed below are advantages of email marketing.
1. LOW COSTS
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. Most companies have considered investing in email marketing that is automated, you track and evaluate emails where you may be. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
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9. REACH AN ALREADY ENGAGED AUDIENCE
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses using the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand.
It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image. As a company that offers email marketing software, we strongly suggest that you don’t use purchased lists for your email marketing – the results you’ll see from growing your list and acquiring customers organically will lead for far stronger results.
8. DELIVER TARGETED MESSAGES
Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria.
If a franchise only has an offer on in certain areas of the country, it can easily arranged for emails to be sent only to those living in certain areas. If there is a sale on sports goods, it can be arranged for only those who have shown an interest in sports to receive an email.
Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result. The old ‘spray and pray’ method of sending the same email to every subscriber or customer no longer works, and the companies that see the best results from their email marketing are segmenting data and campaigns to ensure that they’re sending the most relevant message to individuals.
7. DRIVE REVENUE
Marketing Week reports that email generates around £29bn retail sales annually.
Email marketing is great for taking advantage of impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
You’ll find a plethora of information about how you can successfully use psychology in email marketing to help improve your results, including one of our most popular pieces of content – The psychology behind creating successful email marketing.
6. EASY TO GET STARTED
Email marketing doesn’t necessarily require a huge team or reams of technical nous in order to be successful. It’s certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilise simple plain text emails, suggesting that it’s the content of an email that is the most important thing.
Many email marketing platforms, ours included, offer Drag & Drop Editors, which allow you to create stunning campaigns, quickly and easily.
5. EASY TO MEASURE
Another key benefit of email marketing is that it’s easy to see where you’re going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.
4. EASY TO SHARE
Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren’t many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
More and more we see brands cleverly utilising this tactic, and social proof has become a huge influence for online selling in recent years.
3. REACH A GLOBAL AUDIENCE
What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience – but there’s no telling who’s actually reading your content.
Alternatively, you can always get hyper local using one of the other ten benefits – segmentation.
2. INSTANT IMPACT
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?
1. UNRIVALLED RETURN ON INVESTMENT
In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. According to the DMA, the return on investment for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017.
It’s clear to see that email continues to be the most effective marketing channel available to every business. Perhaps it’s time for your business to start making email marketing a priority.
Check out our own email marketing platform and learn how we’re helping thousands of brands deliver big results from email marketing.
The benefits of email marketing include:
- Permission-based - your marketing list will be made up of people who have actively chosen to receive emails from you. Customers who are genuinely interested in your products and/or services are more likely to engage with your business.
- Flexibledesign - you can send plain text, graphics or attach files - whichever suits your message best. A choice of design options gives you scope to convey your business branding.
- Scalable - email marketing can be used to reach large audiences or smaller targeted lists.
- Personalisation and segmentation - with email marketing you can personalise messages. You can also segment your marketing list, so that your customers receive messages from you that they are interested in – this will help boost their engagement with you.
- Shareable - it’s easy for people to forward and share your email content, building your reputation by word-of-mouth or viral marketing. This may help influence new customers to become followers of your brand.
- Conversionsand increased sales - if you have a new promotion people can click on links and follow your call-to-action immediately. Email marketing is also effective at every stage of the buying process. For example, you can influence someone to choose your product, nurture the customer relationship post-transaction and also encourage future purchases.
- Measurable - you can evaluate the success of a campaign by using web analytics software. You can easily test different copy, subject lines and designs to see which is most effective. This allows you to optimise future campaigns.
- Benchmark - you can compare your results against others in your industry. There are many free email marketing benchmarking reports available - you will find these by searching online. Benchmarking data can help you to evaluate and prioritise improvement opportunities.
- Test before you send – A/B testing of subject lines, calls-to-action, personalisation, email copy, images or messages ensure your email content is as effective as it can be before you send it.
- Less intrusive - unlike telephone marketing, recipients can read your message at a time that suits them.
- Cost- effective - the costs of email marketing can be much lower than many other forms of marketing. There are no advertising fees, printing or media space costs.
- Environmentally-friendly - email marketing is better for the environment than direct marketing by postal mail because nothing is printed.
- Time-saving - through automation you can trigger emails to be sent to customers based on an action they have performed on your website - eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.
- Real-time marketing – through email marketing you can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can reach the right audience, at the right time, in the right place and with the right offer.
