All businesses have unique needs, and their marketing campaigns are designed to meet them. Marketers always look for cost-effective techniques that give the best results to advertise their products and services. They want to ensure that every penny spent on marketing is worth it.
Most businesses have restricted budgets and want to direct their money and efforts toward those techniques that are likely to bring a good ROI. Experts agree that email marketing is a tried and tested method to meet business goals.
Email marketing allows businesses to reach out to multiple customers at once, expand their customer base, and promote their brand. In addition, email campaigns are easy to manage, require little time and effort, and bring in impressive returns.
Email marketing has been around for a long time, way before the advent of social media and other more robust marketing channels. Over the years, email marketing has persisted and has not lost its relevance. The volume of email marketing is enormous.
According to estimates, over 306 billion emails are sent daily. Hence, email marketing presents a massive opportunity for businesses to connect with their customers and sell their products successfully.
With little investment, email marketing can bring in impressive returns. According to estimates, an email campaign's average ROI can be as high as 4,300 percent. Most marketers agree that no other marketing channels can bring such impressive numbers.
To harness the true power of email marketing, it is essential to channel your efforts in the right direction. Listed below are some of the proven ways email marketing can contribute to the growth of your business.
1) Share Business Updates With Your Customers and Foster Strong Relations
- Emails are a great way to share business updates with your customers. Sending personalized emails to your subscribers conveys that you are thinking about them and wish to keep them updated about your business.
Emails present a time, cost, and labor-saving alternative to reaching customers through phone calls or mailouts. With a single click, you can share newsletters, event invites, product brochures, etc., with many customers.
- When customers subscribe to your email, it shows that they are interested in your brand and want to hear from you. Don't shy away from sharing business updates with your customers. This will help foster stronger relations.
After waking up, most people first check their phones for emails and other notifications. If they see a relevant and exciting email from your brand first thing in the morning, it will impact them, bringing more attention and familiarity to your brand.
2) Email Marketing Saves Time and Money
- All marketing campaigns are designed with in mind time and money constraints in mind. Email marketing is both cost and time efficient, especially compared to traditional marketing channels. E.g., using direct mail marketing to promote a new product can be quite costly and require both time and human resources.
Designing, printing, and mailing a flyer will be an expensive affair. On top of that, let us remember that by increasing the number of targeted recipients, the cost will also soar.
- Likewise, a television commercial or a radio ad will bring more visibility to your brand, but consume a considerable chunk of your time and budget. The end goal of all marketing channels is to bring in more customers and increase sales. Email marketing gives good results while consuming very few resources.
Email marketing campaigns are easy to design and do not require much time. With just a few clicks, you can send emails to hundreds of subscribers. Emails also give direct access to customers, as they directly land in the email inboxes of potential clients. On the flip side, your meticulously designed flyer may not even reach the desk of the target customer.
3) Make Your Brand More Recognizable
- Manufacturing goods has become much easier thanks to industrial automation and other technological developments. As a result, for every product category, hundreds of brands exist. In fact, according to estimates, more than 500,000 brands exist worldwide for more than 2,000 product categories.
With such cutthroat competition, it is difficult for new businesses to gain recognition and familiarize customers with their products. The simple solution to the issue of anonymity lies in executing your email marketing campaign smartly.
- The first step is to develop a brand guide that reflects your brand's unique style, voice, and image. Then create exciting and captivating content in newsletters, blogs, and videos. Make sure to follow the brand guide every step of the way. Share this carefully crafted content with your current and prospective clients.
Emails give you a direct line to your clients' inboxes. Hence, with every email you send, you cement your brand's unique identity in your clients' minds.
4) Establish Credibility for Your Brand
- The credibility of your brand is inextricably linked with how well-known it is. Customers are more inclined to buy from businesses associated with recognizable brands because they believe big brands are more trustworthy and offer the best quality products. Therefore, when your brand becomes more recognizable to customers, you will witness an automatic increase in sales.
It is easier for small and new businesses to build credibility if customers are familiar with their brand. Email marketing is a cheap and easy way to build credibility by staying in touch with prospective clients. By sharing regular updates via email, your brand's name will register with your clients and gain the recognition it deserves.
5) Direct High-Converting Traffic to Your Website
- Businesses are always searching for ways to direct high-converting traffic to their website, and email marketing can help you with that. The key is to create high-quality content describing your products in detail and their value. Then, tailor this content in the form of a newsletter and share it with your clients through email.
You can also share exciting news about special offers and deals with prospective customers. These prospective customers will be tempted to visit your website to learn more about the products or sales that you are offering.
- To make your emails more impactful, create content by keeping your customers' needs and interests in mind. The value proposition offered by your business should be reflected within your emails. This way, the client will be half-convinced to purchase the product when they visit your website, and high-converting traffic will be driven to your website.
6) Use The Power of Personalized Marketing to Nurture Strong Relations
- Email marketing serves multiple purposes – nurturing leads to fostering strong relations with existing customers; email marketing does it all. By sending personalized emails to your existing clients, you convey that you care about them. Personalized emails can include sending birthday wishes to individual customers. As a birthday present, you can also send a limited-time discount offer.
Use the power of automation to send personalized emails to valuable clients. You can also email customized invites to any event that you are hosting or local fairs where you are participating.
7) Retain Loyal Clients
- For the success of any business, it is crucial to retain the existing client base. Research shows that the probability of successful sales is 60 to 70% higher with existing customers. With new prospects, the chances of successful sales drop to 5 to 20%. Hence, it is understandable that existing customers contribute significantly to your yearly sales.
If you notice a drop in the interest level of your regular customers, use the power of email marketing to win them back. One way is to share discount coupons through emails. For a more personalized effect, the email can be titled 'We Miss You.'
- You can use AI tools to identify the areas of interest of dormant clients. Then create customized emails highlighting deals about the specific products the client is interested in. This will encourage them to visit your website, and you will be one step closer to making a successful sale.
While sending an email, highlight the expiry time of the deal. This will prompt the customer to take quick action instead of postponing it for another time.
8) Establish Yourself As An Industry Expert
- With email marketing, you can establish yourself as an industry expert. The key is to develop good quality, educational, and informational content related to your industry. This content can be in the form of blogs, infographics, etc. Then share this content with current and prospective clients.
By using email marketing to educate your clients, you will establish your brand as an industry expert. When your clients receive educational emails from you, it will increase your credibility in their eyes, and make your brand more reliable. Emailing content that benefits your clients conveys the message that you care about them, and all your efforts are not just directed at selling your products.
9) Market New Products and Promote Existing Ones
- According to a study performed by Adobe, on average, Americans dedicate five hours per day to checking their emails. Hence, email marketing offers an effective outlet for introducing new products, services, or offers to your subscribers. Moreover, if you interestingly package your content, your email will not be lost in the sea of hundreds of other emails.
Likewise, email marketing is an effective tool for promoting your existing products and services. Your email should highlight the value proposition of your products, and the benefits that they offer. While crafting the email, outline why and how your product is better than your competition's.
10) Establish Your Email List Organically
- For executing an email marketing strategy, it is essential to have an updated list of the email addresses of current and potential customers. Marketers use different email capture strategies to grow their subscribers. They offer different incentives to website visitors in exchange for submitting their email addresses. These incentives may include a discount, promo code, or free access to premium content.
Businesses are always looking for authentic contact information of customers, which they use for marketing purposes. Nowadays, it is common to purchase valuable customer data, including email addresses. One of the benefits of email marketing is that businesses develop their email lists organically and don't have to purchase them in exchange for money. This ensures authenticity as well as relevancy.
- By implementing a well-crafted email marketing strategy, you can collect the email addresses of target customers through newsletter signups, contact form submissions, or service inquiries.
11) Direct New Leads To Your Business
- Email is an all-in-one marketing tool. It helps at all stages of the marketing funnels, whether creating awareness, improving visibility, keeping customers updated, promoting new products, nurturing leads, or the very first step, i.e., driving new leads for the business.
By using different email capture strategies, you grow your subscriber list and build one important asset: a list of email addresses of potential and current customers. With the right email capture strategies, you can get potential leads from your website, social media accounts, etc.
This article lists how email marketing helps businesses grow and meet their sales targets. It is an old and effective tool that marketers use to promote products, connect with customers, and market the brand effectively. By spending little time and money, email marketing can bring enormous gains for your business.