By Anthony | March 23rd, 2016
There’s no doubt about it, social media is seen as the holy grail of customer interaction and engagement in today’s marketing landscape. But, in the never-ending effort to stay connected via social networks, many companies are overlooking one crucial element of any online sales strategy – the power of email marketing.
In 2015, there was more than 205 billion emails sent, per day. And, with 2.6 billion people using email around the world (between them they have 4.4 billion email accounts), email brings with it a whole lot of potential reach.
To keep up-to-date and in-the-know with the potential of email marketing, we bring you five reasons why email should be your backbone marketing strategy in 2016.
Certainly, social media is a useful tool in customer engagement, and it is important for retaining customers, but when it comes to attracting new customers, email marketing can be more effective in finding and converting new customers to your business. A well-crafted email marketing campaign can direct customers to your website, with the sole intention of signing up or purchasing from you – particularly if the email campaign is based around an offer or introductory discount.
The actual sending out of email marketing costs next to nothing. With a large database, the cost of email per person is negligible, and the results can be highly effective.
There are several inexpensive ways small and large business can grow their email database. Website pop-ups for email capture; a homepage sidebar asking customers to sign up to your newsletter; and taking down a customer’s email at the point of order are some of the ways you can get started in growing your database and beginning your email marketing strategy.
Effective email marketing is often managed using software programs such as MailChimp. These systems allow you to collect information on the reach and click-through-rate of every email campaign you send out.
By collecting information on how many users open your emails, and the content they’re engaging with, you’ll be able to figure out exactly what your customers are interested in. A good marketer will then use this data to form future campaigns. This will specifically target your audience and their interests, and hopefully drive some sales in the process!
To open an email, people have to actively decide to click on it and engage. This means they’re more likely to pay attention to its contents, compared to more passive media, such as Facebook, where the audience can scroll past any notification on their wall without paying it much attention.
To leverage this active engagement, and make email work for you, your email’s subject line and content must be strong enough to encourage the user to open the email and go onto to interact with its contents. This comes down to audience understanding. Highly targeted and relevant emails can drive 18 times more revenue than broadcast emails and, by using the data insights (mentioned above) to guide your email marketing campaigns, you can ensure your readers are receiving content they’re interested in and will be more likely to buy because of this.
Another element in driving engagement with the email’s contents is personalisation. Emails that are personalised can improve click-through-rates by 14% and conversion rates by 10%. By taking that extra time to ensure your emails appear exclusive, personal and relevant, you can drive sales for both short and long-term results.
Anyone who has a mobile phone is now reachable via email no matter where they are or what they are doing. Indeed, accessing email was the most common daily activity for people with mobile phones, according to a 2014 study by ExactTarget. For those people on tablets (the second most portable device), email was the second most common daily activity.