9 Helpful Tips to Enjoy the Benefits of Email Marketing
A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122%, which is more than four times higher than other marketing formats examined, including social media, direct mail, and paid search. Even though this number is not very recent, it clearly shows email marketing has great benefits. Consequently, this blog post outlines the key benefits of using email as a marketing tool and lists nine helpful tips. This way, you can immediately incorporate email marketing into your marketing mix.
The key benefits of email marketing
A recent article by Contactually lists 7 key benefits of email marketing. Here they are:
1. Lead generation
Sending the right email is an excellent way to target people who have actively expressed interest in your company by opting in to your mailing list. From here, you can sell them on your services either by offering more information, demonstrating your unique selling point, or offering special promotions.
2. Customer retention
Sending regular emails allows you to stay “top of mind” and increases the chance that customers will buy from you again. It is also a great way to convey your brand values, encourage engagement, and build credibility through sharing interesting and valuable information. Your emails do not always have to be sales-focused!
3. Drive conversions
Email marketing has been shown to have a higher conversion rate than both direct mail and social media. On top of being extremely cost-effective and easy to implement, email marketing also gets better results than most other channels.
One of the greatest benefits of email marketing is that it does not cost much to implement. Many email marketing tools are free to use and easy to automate. There is no need to spend money on printing or mailing out flyers. You also have the benefit of already having a list of interested people, so that you do not have to spend advertising budget bringing people into your marketing funnel. Overall, email marketing has been proven to provide strong results with just a fraction of the cost of most other marketing channels.
5. Personalized experience
Email marketing can be integrated with existing customer databases and CRM tools to create highly personalized experiences. By segmenting your mailing list, you can craft emails tailored to different customers’ needs, their stage in the buyer’s journey and other variables like age, gender, and location. Customers are more likely to open emails that speak directly to them!
Email marketing is easily measurable. You can track open rates, click rates and purchases as a result of email clicks, which will show you what works and what does not. You can also carry out A/B testing that allows you to compare different approaches side by side and measure their effectiveness through unique discount codes to be used on your website.
7. Easy integration
Email marketing is easy to integrate with your other marketing efforts. For example, by embedding links in your emails, you could use your email newsletter to encourage customers to follow you on social media or check out your latest blog. On top of that, you can integrate your email marketing with your existing analytics and CRM tools, giving you access to powerful, in-depth insights.
9 helpful email marketing tips
Erika Montgomery lists 9 tips to get started with your company’s email marketing campaign:
1. Invest in an email marketing platform
In addition to providing templates that make formatting much easier, services like MailChimp and Constant Contact provide a place to manage your contacts, allow customization, and track analytics like opens and clicks.
2. Remember your branding
Most email marketing platforms have set templates you can customize. Pick the layout you like and select fonts, colors, logos, and images to match your brand.
3. Distribute emails regularly
Decide how often you will send out your e-newsletter and create a schedule. You do not want to send it out too frequently but you do want it to be distributed to readers regularly. Once you have a schedule, set up reminders on your calendar or phone so you stay on track.
4. Choose images carefully
Make sure you only use photos you are legally allowed to use. Take them with your own camera or purchase them from a stock photo website to be safe.
5. Remember the mobile user
Many decision-makers read their email via mobile devices. If your newsletter does not load properly on mobile devices, recipients will not take your email seriously.
6. Plan ahead
Do not leave creating your email newsletter to the last minute. Allow yourself plenty of time to write the content, let it sit for at least an hour, and then come back to it and proofread.
7. Craft a strong, enticing subject line
The subject line is one of the most important parts of your newsletter. If you do not encourage people to open your email, you will never be able to hook them for a sale, no matter how great the content is.
8. Include a strong call to action
After reading your newsletter, you will want your customers to take action in the form of making a purchase or contacting you for details about your offerings. Otherwise, what is the point of your email marketing campaign? Make it clear what you want readers to do by including a strong call to action.
9. Review the analytics
How will you be able to measure success without objective data? Each time a newsletter is distributed, take a look at how many recipients open it, which links they click, etc. As you look at this information, try to notice any trends. Do your readers seem to like a particular type of content more than another? Is the open rate higher or lower when you send it in the afternoon as opposed to the morning? Pay attention to these tendencies and adjust your email marketing campaign accordingly.
Start with email marketing
You now know the benefits of email marketing and how to get started. If you want to send out your emails or other content in more than one language, I might be able to help. I am a translator (Dutch <> English), so contact me at email@example.com if you want more information.
Alternatively, if you are looking for more resources on email marketing, these books may help you. Also, this blog describes how current digital marketing trends can help the entrepreneur. And while you are at it, sign up for my newsletter to receive a notification when I publish another blog about marketing, entrepreneurship or translations!