The benefits of e-mail marketing

E-mail marketing enriches communications in the business environment, targets certain key markets, while being cost-effective and environmentally friendly. E-mailing campaigns are an effective way to attract new customers, to stay in touch with your existing clients and promote your business. This type of direct marketing channel lets businesses share new products, sales and updates with the customers. It has the highest ROI – return on investment -of all forms of marketing. In the long run, a well-designed e-mail marketing strategy not only drives sales, but helps you build a community around your brand.

Among the types of marketing e-mails we can find:

  • promotional e-mails (used to promote special offers, new product releases, to encourage customers to visit a page on your website or use a coupon to make a purchase)
  • informational e-mails (used to share news related to your business, new product capabilities, or featuring valuable content like case studies)
  • re-engagement e-mails (used to reconnect with your customers or subscribers who haven’t been active lately, for example by taking a survery)

Here are 5 benefits of e-mail campaigns:

1. to promote personalized content

Personalization can be as small as including a contact’s name in the e-mail. You can also create individualized content based on segmenting your customers into different lists based on their preferences. Your emails can have different images or subject lines to increase your engagement.

In personalized communication the marketing message is adapted to each individual, by using data points like age, gender, interests and purchase intent. When you combine these data points, you can create audience personas and deliver more personalized experiences to all your users. The customized content should be based on the stage in the customer’s journey, audience segments (like age, gender, location) and purchase habits. By useing e-mailing campaigns you are the owner of the communication channel and you control it 100%.

2. to reach a larger number of customers with lower costs than other marketing channels

With email marketing, it’s easier to reach your contacts because everybody constantly check e-mails. The costs associated with e-mail marketing generally start out very low. You can use an automate message sending yet stay targeted towards your subscribers on an individual level. While traditional campaigns like direct or print can be costly, e-mail marketing campaigns are more cost-effective and it doesn’t take long to produce.

Marketers understand the importance of not only an effective e-mail strategy, but also staying on your budget. You can contact your entire customer base with a touch of a button and inform your audience on important news and updates. It’s easier for your contacts to forward and share your e-mail content. This may help influence new customers to become followers of your brand. A more targeted approach will increase interactions and also sales.

3. for instant and measurable results

You can easily test different copy, subject lines and designs to see which is most effective. You can track open rates, click through rates, unsubscribe rates and number of new subscribers. This gives you a better understanding of how your email campaigns are working and which ones to optimise in the future.

Open rates measure the percentage of your e-mail recipients who opened your e-mail. Click through rates refers to the number of recipients who clicked on a link inside your e-mail. Unsubscribe rates can be high when you don’t have an appropriate welcome or subject line, if your name isn’t recognizable or if you e-mail too frequently.

You can also measure the conversion rate, which refers to the percentage of your e-mail recipients who completed your desired action (for exemple purchasing a product). It is important to reach customers in real-time. Well-designed e-mails produce higher conversion rate on mobile than any other medium. Kj Web Office can help you with your e-mailing campaign, so that this effective type of marketing brings benefits to your company.

4. to increase engagement

If you’re looking to become an identifiable brand in your industry, communicating with your customers is the best way to establish a voice and image.E-mails keep your audience engaged during every time of the year, whether it’s a slow or busy season.If you have a new promotion target, your clients can click on links and follow your call-to-action immediately.

Possessing a customer or prospect’s e-mail address means one thing: they showed a level of interest in your business. E-mail marketing gives you the ability to increase that interest level, that brand awareness, by staying top of mind.To improve traffic, your e-mail campaign should go to people who are interested in your content. These visitors are likely to spend a longer time on your website, which signals to search engines that your website is a good resource.Also, if you want to enhance your website visibility, you can integrate your social media marketing with e-mail campaigns.High-quality traffic will affect how your site is ranked by Google and other search engines.

5. to develop stable relationships with customers

Your marketing list will include contacts who have actively chosen to receive e-mail communications from you and are more likely to engage with your business. E-mail has fast become the main choices of communication.You can learn a lot about your target audience, their interests and preferences, building a stable and long-lasting relationship with your customers.

Keeping track on the customer experience is valuable if you want them to continue to interact, engage, and purchase from your brand. You can obtain customer feedback through e-mail campaigns, for instance by sending a satisfaction surveys. Reviews have a large influence on decisions because they give legitimacy to your marketing claims. When you help make your customers lives better, whether that be with your products or services, helpful tips, or even just a happy birthday gift coupon, they will learn to appreciate and trust you.

Marketing your products or services by e-mail can be a fast, flexible and cost-effective way of reaching new customers and retaining existing clients.You can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can use retargeting strategies to reach the right audience, at the right time with a targeted offer. Each e-mail marketing campaign can be different, especially if you have different goals for different campaigns. Don’t hesitate to contact our marketing team for more useful information!

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