When it comes to keeping clients in the loop on current news and offers from a business, email marketing is a trusted and cost-effective way to generate sales. Customers who already have a connection with a brand make them more likely to take action. Across all industries, the open rate on marketing emails is 19.8%. Also, historically email marketing shows a 4,200% ROI for every dollar spent, making it one of the most effective marketing options available.
For companies who might be skeptical about email marketing and find it spam, consider the top 8 reasons a company should use email marketing.
8 Reasons to Use Email Marketing
Targeted Content Increases
Segmenting campaigns by a customer’s purchase and email marketing action history can result in a 760% increase in revenue. Take the time to segment customers by interest and history-specific content based on preferences. Everything is customizable. From crafting the perfect subject line to adding images that customers will find appropriate, and content that benefits or interests the audience. Email marketing can be the perfect way to deliver news or messages in a more personal way.
Build Brand Credibility
When consumers start to receive too many emails from a company, it can get annoying. Most will look for the unsubscribe button right away. But tailoring content to engage readers means less chance of that happening. 60% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on past purchases, versus 38% in 2019. (Litmus, 2020) Pay attention to what customers want by making sure the content is relevant and valuable to those receiving it.
Another way to keep clients engaged is by giving them subscription options. Creating a permission-based email list improves ROI. A permission-based email list allows users to opt in or out of specific types of emails they might be receiving from your company. They can also pick how often they want to receive emails as well. Putting them in control ensure they don’t miss any messaging that perceive as important. Options meet the client’s needs, respect their privacy, and build your credibility.
Build Brand Awareness
When posting on social media or sending out emails, do people recognize the company brand? If not, email marketing can be an easy way to do that. In 2019, the U.S. spent over 350 million dollars on email advertising (Statista, 2019). That number is only rising as companies find value through automated and segmented messaging to consumers’ inboxes. 99% of email users check their inbox every day, with some checking 20 times a day (OptinMonster, 2020). That’s 20 opportunities to view a branded email and bring a company top of mind to consumers. Adding company logos and slogans will help clients attribute valuable content to a company and anticipate their emails if done right.
Using email marketing is also another way to get helpful brand feedback. If customers aren’t taking action switch it up. Using surveys or starting a discussion and asking for feedback is one way to start a discussion. Are customers not getting the information they are seeking? Would they like to see or learn something different? Email marketing can answer these questions.
When promoting business through email marketing, the audience has the chance to purchase directly from a phone or laptop. This is a very popular and successful tactic for many businesses but, you don’t have to sell products for these campaigns to be successful. Email marketing is great for getting referrals, upselling to current customers, re-engaging customers, and more! 31% of B2B marketers say email newsletters are the best way to nurture leads (Content Marketing Institute, 2020). Keep the content relevant, and the likeliness a reader will take action instead of deleting the email will increase.
Reporting to learn what works
After sending out an email, most platforms give the results for how it performed with an audience. Whether they opened it, deleted it right away, or scrolled a little, those stats are available to review. One of the most important stats returned from an email marketing platform is the click-through-rate (CTR). The CTR is the number of customers who took the time to go through an email and click on the provided links. This data shows businesses how relevant their information is to customers. According to Kinsta, the click-through rate of segmented campaigns is 100.95% higher (on average) than non-segmented ones (Duo, 2021). Comparing email campaigns between different audiences will help businesses see what draws the click. Once they click that link, the next goal is to convert, which can be through purchasing promoted items or simply signing up for other deals. The conversion rates are an essential metric to track because they tell businesses how well their call-to-action performed.
Increased traffic to the Company website
Marketing emails are an exceptional way to drive customers to your website. Nearly 55% of global website traffic is generated from mobile devices, according to Statista. Many of these visits originate from links sent within email marketing. Include relevant links to targeted website landing pages within the email content. Email marketing is also a great way to promote an event and fill a reservation rather than waiting for them to trickle in. It creates an urgency to sign up before the spots are gone and leads to more clicks.
When customers sign up for newsletters, they are saying “yes, I trust the brand.” Use email marketing to leverage this buy-in. Send valuable offers and content to stay engaged. If customers connect and see value in the content, they will continue to be interested and convert to more sales.
Everyone loves when they are the VIP and part of an exclusive group. Make customers feel special. Send out exclusive perks that not all customers receive. More than 8 out of 10 people will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types (GetResponse, 2020). So when customers sign up for weekly emails, send them something special to welcome them and keep them coming back. Give them a sneak peek of an upcoming launch or simply reward them for being loyal and receiving the newsletters or emails. Show them they are unique and get them excited for what they might find in their email. The reward doesn’t have to be grand, only exclusive, and a nice gesture, and a great way to achieve marketing goals. On both sides, the excitement will build, and everyone will win!
Time to start marketing
Want to explore email marketing and are not sure where to start? Talk with one of jWeb’s digital marketing strategists, professionals with years of proven experience launching and managing successful email marketing strategies. Visit www.jwebmedia.com to learn more, or email us at [email protected] to talk with one of us today!