6 Ways Email Marketing Can Benefit Your Business
16 February 2022
Thousands of businesses use email marketing every day to message their customers directly. Despite this, email is often overlooked in conversations about digital marketing.
Compared to social media marketing and pay per click advertising, email can seem outdated. However, there are some benefits that only email can bring. Let’s take a look at 6 reasons why businesses choose email marketing.
- You Can Segment Your Audience And Deliver Personalised Content
Email marketing enables you to divide your consumers into separate lists depending on their interests. This lets you offer highly personalised information to each customer list. You can increase the engagement your emails get by choosing the right headlines to appeal to that specific customer segment.
To ensure that your emails are always engaging, you need to adjust your messaging depending on the audience. Knowing your readers’ interests and needs means you can craft emails they want to open rather than flag as spam.
- You Can Advertise Your Products And Prompt Impulse Purchases
Email marketing is a fantastic way to entice people to buy things they hadn’t considered before. When customers receive an email about a product related to their previous purchases, they are more likely to impulse buy. This is particularly true if a relevant promotion is available.
- You Can Reach An Audience Which Actively Wants To Hear From You
The GDRP requires businesses to only send emails to customers who have requested them. This means your email marketing reaches an audience which actively wants to hear from you. This makes email marketing very different from advertisements on platforms like Facebook where many customers view adverts as an annoyance.
Because customers have requested you send them emails, you don’t need to introduce your brand or your USP. Your email can get straight to the point about your products and services.
As your customers have chosen to subscribe to your emails, it’s important not to abuse their trust. If you deluge them with multiple emails a week which do not provide them with any benefit, they will unsubscribe.
- You Can Drive Traffic To Your Website
Marketing emails can include links that direct your audience to your website. Sending readers to your site, whether through a link or a call-to-action button, can help your SEO. This signals to search engines that you’re offering useful information, which can help your website rank higher in the search results. Higher search ranking leads to more web traffic and hopefully more sales.
- You Can Reach Thousands Of Customers Without Overspending
Few marketing channels can match email in terms of its cost-effectiveness.
It’s free to send an email to a customer, and you don’t have to pay when someone clicks on it. Unlike social media, there is no cost to promote your emails. Unlike flyers or letters, there are no printing or mailing expenditures. Other digital marketing methods can be prohibitively expensive if you are in a competitive are. For example; digital marketing for London businesses is much more competitive than anywhere else in the UK.
There is some overhead in planning campaigns and generating content, but these expenditures are low when compared to other marketing strategies.
- You Can Get Precise Metrics On How Effective Your Campaign Is
Every interaction with your emails can be tracked. You know exactly how many users opened the email you sent. You can then see how many of these clicked a link in the email and what those users did next. This is an advantage that email marketing (and digital marketing in general) has over traditional marketing channels.
If you run an online store, you can even track the values of customers’ orders that resulted from an email referral. This gives you the exact ROI (return on investment) of your campaign.
Setting this up involves understanding the tracking options of your chosen email marketing platform. It also requires a good understanding of other tracking technologies like Google Analytics, Google Tag Manager, pixel tracking codes and more.
Analytics is something our team specialises in and can set up for you if you use our professional email marketing services.
Need Help With Your Email Marketing?
Hopefully this has been a useful overview of the benefits of email marketing. At Carden Digital, we help business make a success out of their email campaigns. We do this through our expertise in content writing, graphic design, conversion rate optimisation and analytics. If you would like help building your first email marketing campaign, our team can help.
