Connecting with and building stronger trust and relationships with your audience is always at the forefront of your marketing objectives as a company. And while each channel of marketing offers its own value to help you reach customers and enhance engagement, you may not always realize that one of the best strategies you should be taking advantage of was right in front of you, all along.
We’re talking about email marketing. Contrary to what you may have believed, email marketing is not going anywhere for 2021. And for that matter, you should not be leaving it on the backburner as you design and deploy your marketing strategies for this new year — or you could be missing out on tremendous opportunities for growth, engagement and customer retention.
Yes, we are living in a digital-first world in which new apps, platforms and channels of communication are being developed constantly, but email marketing remains to be one of the most effective ways of reaching your audience. We will explore some of those top reasons why here, so you can understand how crucial email marketing is to your business and can take full advantage of it in 2021 to reach all your marketing objectives.
Unlike other channels of content strategy in which running various campaigns can become very costly, email marketing is much more economical. The software to run email marketing campaigns is relatively inexpensive. While other marketing channels such as tv spots, print ads or other advertising campaigns can be incredibly exorbitant to run and maintain, email marketing allows you easily reach large numbers of your audience at a rate that will barely put a dent in your pocket. The low cost of conducting an email marketing operation combined with the higher response and engagement rates from customers, therefore means that it can generate the highest ROI for your business as compared to other traditional marketing channels and initiatives.
2. Personalized to Your Audience
One of the inherent values to email marketing strategy, that is if you are utilizing it effectively is that is a much more personalized method of marketing, allowing you to directly engage with your customers. Best practice in email marketing strategy involves segmenting your audience into more specific groups and factions and then sending those groups customized marketing materials, rather than sending one type of blanket email across your whole audience. It is therefore a much more personalized method of communicating with different member groups of your audience than, say in a social media marketing campaign, in which you tend to be speaking to your entire audience as a whole. The ability to send targeted content catered to different member groups based upon however they are segmented — their demographic, taste and sensibilities, position within their customer journey — can potentially lead to higher response rates, and more opportunities for traffic back to your site, conversions and customer retention.
3. Customer-Oriented Action At its Core
Email marketing campaigns are action-oriented in their nature. Their design is predicated on motivating customers to take some sort of action to engage with your site, as well as other content. It is also easy to integrate calls-to-action (CTA’s) into emails to incentivize your customers to sign up for a service or click a button to take them directly to your ecommerce site to purchase products, etc. And the best part is that the people whom you are speaking to in these emails are most of the time already on their way within their customer journey, having already expressed genuine interest in your products and/ or services by signing up for your email newsletter. This means that they are even more likely to follow through and actually engage with and take action on your email, and convert into customers and direct sources of revenue for your business.
4. Measurable Performance and Results
As attainable as it is to create those opportunities for actionable engagement within your email marketing campaigns, it is also relatively easy to efficiently analyze and measure the direct results they have produced. With various kinds of email marketing software, you can leverage a comprehensive picture of your email marketing’s performance, with a deep look into individual emails’ open rates, click-through rates, bounce rates, unsubscribe rates, etc. So, essentially it’s as equally feasible to motivate potential leads and customers to take actions on your emails as it is to measure whether they actually did. It is also therefore easy to constantly track and monitor how your marketing strategies are performing, and make adjustments as needed to continue improving marketing strategies.