Email Marketing
Email Marketing
Email marketing is a platform that helps one to connect with their audience and a new audience to promote one's brand and increase traffic (sale).
One can build a company's, brand's, trust by having transparency with customers by taking care of their requirements, informing them about new products, new offers, articles, and a lot more.
 |
| Email Marketing |
Average email benchmarks for all industries:
A high-level overview of overall email marketing statistics for 2020:
- Average open rate: 18.0%
- Average click-through rate: 2.6%
- Average click-to-open rate: 14.1%
- Average unsubscribe rate: 0.1%
Benefits of Email Marketing
1. Targeting right & Building trust:
Email marketing allows you to segment your customers into various category based on their interest. Different customers need different content. EM helps in crafting the perfect subject line to images that resonate with your customer, and valuable content that helps your audience.
EM helps in communicating to customers directly and eventually it builds trust in the customer's mind. Customer needs transparency between them and the brand. EM is the best way to do so.
2. Brand recognition:
EM is a great way to develop your brand identity because it gives you a direct line to the email inboxes of your customers or potential customers. Once you begin creating valuable content for the customer, you’ll have an edge over your competitors.
You can even use your emails to get useful feedback. Are customers happy with the content you’re providing? Would they like to learn something different?
3. Boost sales:
EM provides a great opportunity for impulse buying. You can entice a customer to make another purchase in a few ways:
- Feature items that are often purchased alongside the products the customer bought.
- List similar items to the customer’s past purchases.
- Create a special offer or discount for future purchases.
Customers often act on impulse when they get an email letting them know about a relevant product that is related to their previous purchase. This is especially true if there is a relevant promotion.
4. Build credibility
Emails from an unknown sender or with a shady subject line can feel like spam. It just feels off, and customers often just delete these emails.
For some customers, an emoji will make them click and be happy. For others, the same subject line might make them go hunting for the unsubscribe link. You need to tailor your content according to what your readers want. Knowing your readers’ interests and needs gets your email into the inbox, instead of the spam folder.
5. Stronger customer relationships
Your customers appreciate a good email. The time and effort it takes to craft the perfect email don’t go unnoticed. They want to know what’s happening with your business, and how they can get involved.
It’s nearly impossible to reach out to all your customers in person or by phone. Email marketing campaigns bridge that gap. You could even set up a drip marketing campaign to help you smooth out the process.
Drip campaigns are ongoing and drive the user down the buyer’s journey to a final conversion point. They’re often used to provide constant value to subscribers while helping keep your brand top-of-mind. Oftentimes, these emails slowly “drip” helpful information, products, or tips, over days, weeks, or months.
6. Optimize your time and budget
With any business, but especially within a small business, there are always time and budget constraints. While big businesses can afford to go all out and buy advertising space during the Super Bowl, small businesses don’t have that luxury.
Even targeted direct mail campaigns that deliver flyers to nearby mailboxes can be costly. Between designing, printing, and mailing costs, you could spend several dollars per flyer delivery.
All this time spent not focusing on your business is lost revenue, and a lost opportunity to connect with your customers on a personal level. One of the most significant advantages of email marketing for small businesses is the efficient use of time and budget. Designing a professional email marketing campaign is not complicated, or time-consuming. Sending emails to many subscribers is also still cost-effective.
7. Metrics to learn what works
There is a quick window of opportunity when it comes to customers opening your emails. They see your email in their inbox, and depending on how well the “From name” and subject line resonate, they decide whether to open the email or ignore it. A good open rate means that your customers know your brand well enough to want to hear from you, no matter the time of the day.
Next up is your click-through rate (CTR) which generally gives you a good idea of how many customers took the time to go through your email content to click on the links within. The average click-through rate across all industries is around 7%.
After a customer has clicked through your email, ideally the next goal is to get them to convert – in other words, to follow through on the action your email has asked them to take. Your email conversion rates are an important metric to track, for they tell you how well the call-to-action in your email has performed.
8. Increased traffic to your website
Emails are a great way to get customers to visit your website. You can include relevant links to your site within your email content. You can also use your email campaigns to get customers to engage with other great pieces of content available on your website or blog.
Include social sharing buttons in your emails to encourage your customers to promote your content across their own social channels.
9. Establish authority
When you run your own business, your goal is to be seen as an expert in your industry. Establish that to position yourself and your business as the authority in the eyes of your customers.
Your customers have signed up for your marketing newsletters because they want to hear from you. They like the content you send and keeping them engaged is one of the biggest wins for any email marketer. Your content is one of your most valuable marketing tools and you can use it to build other areas of your marketing strategy. If people love what you do, then they will sign up to see more great content.
10. Build excitement
Everyone likes to belong to a special group, especially email consumers who like exclusive perks.
Your customers aren’t all the same, and the one-size-fits-all approach doesn’t work. Use your email campaigns to drive home the message that your customers are unique and important to your business.
As a small business, you might not be able to go around giving free stuff to your customers, but a little something extra can go a long way. Rewarding your customers is a nice gesture, and from your side, it’s a great way to accelerate your marketing goals. Everybody wins.
Build Transparency, Build Trust, Boost Sales.
It’s easy to get caught up in the intricacies of building out an email marketing campaign that works for your customers and your business. There’s a lot of learning involved, but there’s also a lot of opportunities to communicate with your customers, rather than just sending emails all the time.
With email marketing, you can build your brand, out-do your marketing goals, and set yourself up as an expert, all without breaking your budget. No matter your level of experience, you can create professional email marketing campaigns quickly. That means less time spent worrying about marketing details and more time spent working on making your business successful.
Comments
Post a Comment