Want to target and get what you can from the lemons you got. Start with email marketing.
Here 6 reasons you should be using email marketing to target market your clients.
1. More effective than social media (for customer acquisition)
Don’t get us wrong, social media is an extremely important component in any business’ marketing strategy. Social Media is a great channel for interacting with your audience and strengthening your personal relationships with them. And because of that, it is an important first step towards reaching your ultimate goal – the conversion.
But when it comes to converting people into members, customers or supporters, email marketing is the way to go. A study by Custora from 2013 found that customer acquisition via email marketing has quadrupled in the four years preceding 2013. Email marketing then already accounted for nearly 7% of all customer acquisitions that occurred online.
2. Economic and Cost Effective
It’s easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of nearly nothing per message. For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail. You don’t have to take my word for it. A joint study from Shop.org and Forrester Research found that 85% of US retailers consider email marketing one of the most effective customer acquisition tactics.
Compared to traditional marketing efforts where printing, postage etc. can take up a lot of cost for your direct mail campaigns. With emails, you are still able to create the same imagery with the added benefit of having follow-up information instantly available with one click to your website.
Perhaps just as importantly, with the correct maintenance of an email list, the cost benefits increase as does the ROI through the closer relationship established with the recipients. Together with the higher response rates that email marketing attracts, you, therefore, get more positive responses, more quickly and at a lower unit cost! Win – win situation!
#3 Personal and Customisable
In email marketing, what you’re really doing is segmenting your audience into lists, and sending each list a tailored email message that resonates with your reader and can provide them with something of value.
When you write a post for one of your social media channels, you address your audience as a whole (“To all of our fans, we would like to say..”). But by using your email marketing software correctly, it allows you to address people individually by name, split certain topics only for certain members of your list and eventually arrive privately in their personal inbox. According to research from Adestra in 2012, emails with subject lines that include the recipient’s name are 22.2% more likely to be opened.
Email does not have to be SPAM – and it should never be! It can be used thoughtfully to build loyalty and trust in your brand. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them. Be friendly and personable. You are not invading their space if you have chosen your message and your recipient wisely.
#4 Action Oriented
Whether you realise it or not, everybody is trained to do something with an email -reply, forward, click-through, sign-up, or even straight buying. Think about this! Email is transactional by nature and you can use it to direct traffic to your website and ultimately drive sales. As you develop your small business or startup marketing strategy as a whole, using email will allow you to see results straight away.
There’s no guesswork in email marketing. When you use any email marketing software, you can track who opened your email, which links were clicked, and how many people unsubscribed. You can easily get a picture of how your email campaigns are performing, make adjustments and improve your effectiveness. Email marketing metrics are important to remember as you monitor and measure your internet marketing strategy as a whole.
A lot of email marketing software allows for split testing of your emails. As A/B testing comes from direct mail, it should go without saying that A/B testing in your email marketing campaigns is essential. A/B testing can reveal a great wealth of data about your subscribers. Do they generally respond better to tempting subject lines such as “Free”, “20 percent off”, or “Now on Sale”? Or, are they more open to a softer intro, maybe informing them of what to expect in your email. All these things can be tested, measured, learned from and improved upon.
#6 Mobile devices allow people to check their email constantly
Because mobile devices have become so common, people are checking their emails all the time—in line at Starbucks, during their office commute, in the waiting room at the doctors office, at the grocery store, everywhere.
Some people think that with the growing popularity of social media platforms, email should be forgotten and may be pushed to the side.