Email marketing may seem like an outdated approach because it’s been around since the first ever batch email was sent in 1978, but while other trends come and go, this form of connecting with your audience is still as relevant now as it’s ever been.
Why? It’s direct, it’s cheap and when you get it right, it can bring a much better return on your investment than many other forms of digital marketing.
The Benefits of Email Marketing
Here are some of the key reasons you should be using email campaigns as part of your marketing strategy:
- Low production costs
if you already have graphic assets or photography to use, you don’t need a designer to put together your campaign. Platforms such as Mailchimp allow you to populate a standard template, so you just need to get your messaging right and add a few images. It also means other costs associated with traditional marketing aren’t being added, such as print, posting and PPC fees.
- Immediately measurable
you can view your stats for open and click-through rates really easily, and they’re pretty much updated in real-time. This helps you to analyse what works and what doesn’t, so you can adapt your campaigns accordingly.
- Quickly customisable
found an approach that really worked? Great! Then you can use this template to deliver a new message with a new target focus – half the work is already done. What’s more, you can personalise your message too, which creates an immediate sense of connection and familiarity.
- Strong CTAs
Alex from digital marketing company AMA said “you can focus campaigns precisely, directing readers to the exact content you want to promote and encouraging them to take a specific action.”
while you might be active on social media, your posts are only seen by a small percentage of your followers, but with emails, they land directly in the lap of the people whose attention you’re trying to grab.
email campaigns can be opened and read at the recipients’ convenience, so you’re offering information without being pushy, and giving them control over how and when they interact with you. Plus they’ve already signed up to receive communications from you, or have had some form of contact with your brand before, so it doesn’t feel as invasive as many other forms of advertising.
What Can You Use Email Marketing Campaigns For?
So as well as being cheap, easy to set up and adapt, how else can email campaigns add strength to your strategy? They beauty of email marketing is you can use it for almost any kind of promotional activity you want – here are a few great examples:
whether it’s a new, key team member, a new service element or a new product, it’s a fast way to keep existing and past customers in the loop.
you can offer a seasonal special offer, a discount code, a ‘chance to buy’ for limited edition products or even offer something in exchange for a referral or review.
it never hurts to remind old customers that you’re still around and ready to help. A ‘we haven’t seen you in a while’ email can work wonders – and even better if you combine it with a sweetener to encourage their repeat business.
- Drive traffic
want to get some decent traffic to a new part of your website, or lead readers to some carefully crafted content (be it text, video, infographics etc)? Then email is the way to go!
These are just a few ideas, but you can use your email marketing campaigns for all kinds of purposes – such as monthly newsletters, event invitations, an information digest/summary… the possibilities are almost endless!
Statistics show that email marketing still brings much better conversion rates than social media platforms, and it doesn’t take the same level of ongoing commitment – so if you’re not doing it, start now!