Why Email Marketing is Important
12 reasons, Why Email Marketing Is Important
“If you cannot measure it, Just don’t do it”
Creating a strong email marketing strategy helps you reach and connect with your target audience in a personalized way and increase sales at an affordable cost. Here are few reasons for SMB why to keep email at the top of the mind while charting a marketing strategy:
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1. Stay connected
It’s a great medium to inform, educate, create awareness, gives breaking news. Secondly, all SMB owners, managers being tech savvy has made it convenient for the messages to land right into the inbox of a handheld device. It gets checked instantly due to notice which displays on hand mail “You have got a Mail” . Customers too are happy and couldn’t stop smiling when they get some important news, offers related to their business. Customer appreciates receiving a mail from the companies as it adds lot of importance to them, as long as the email adds up some value.
2. Real time delivery
Depending on the internet service provider, your mail reaches on real time, right into the inbox of a hand held device of a decision maker. Best email with rich content has higher open and CTR rates.
3. It engages audience
Email was and through ages has evolved to be the best marketing tool for marketing managers. It has become the first choice of small business owners and managers, more importantly because it’s cost effective. Costing 10 Paisa/ mail. Since years we had been communicating through mail and had been using them profusely. Even major online platforms, online shopping, banks have given prime importance to email marketing.
Unlike other medium digital marketing has a benefit, the results are measurable. Most of the tools offer the advantage and ability to track results. You can track delivery rates, bounce rates, unsubscribe rates, click through rates, and open rates. This gives you a better understanding of how your email campaigns are working, where to focus more, which segment to be given importance. It helps in fine tuning the content accordingly. These metrics are important for your campaign, depending on the industry, target audience, geographical location, culture etc. It’s all about knowing your customers and providing valuable content.
5. Its affordable
You can reach a large number of audience at a cost very less. So, yes, while it does offer a significant ROI, it might be a wise idea to hire someone to manage these efforts. If you are not having an efficient team, the time consumption might be more. An email campaign includes planning, drafting, scheduling, sending, analysis, fine tuning, resending etc. (for e.g. a Newsletter). Sending email consistently helps to achieve desired results over a longer period of time.
6. Lead Nurturing – Lead marketing
As we say “one size do not fit all” every customer is a potential customer but they are in different stages of buying cycle. Some may be in the research stage, some in comparison or consideration stage, while others may be at ready-to-purchase stage. An appropriate content can help guide the potential customer through the buying cycle.
The approach to your potential customer should be different as they are in different stages of buying cycle. The content differs hence the ideal approach would be to segregate according to the stages of buying journey i.e. segmenting. Segmenting could be wiser as it can help in drafting content according to the stage of your potential customer. Content Marketing can help here. It’s about nurturing and guiding the leads through the buying journey.
8. Its timely
Maintaining a customer data, personalizing messages, scheduling follow up mails, gentle reminders, wishing them on their birthdays, anniversaries, on their purchase anniversaries, inquiring them of the performance of the product or service. Introducing new product, informing of new launch with a personalized messages can go a long way in converting a customer to an ardent fan of your brand. True, email helps in selling but more importantly it helps in converting the customer to a lifelong customer by simply emailing them on time by using the customer data. Sending customers a special offer on their birthday, or letting them know of the summer sale, or a FREE service on home appliances, or of running a discount offer on their favorite holiday destination, is like winning half the battle. A time limit ensures in bringing the customer closer to the deal finalization.
9. Email for all
We all started with an email and to be frank, we consider email to be trustworthy, though in-spite of many other mediums which has come after that the value of an email has increased considerably. A recent study says that 91% of consumers still use email. That’s more convincing. Email not only helps in sale but it also helps in attracting and nurturing new customers as well retain existing customers. The larger benefit being the email can be replied, forwarded and shared to one and many. In just few click of a button send mail along with the original message, which requires no further endorsement. Most and importantly it does not burn a hole in your pocket.
10. Brand Awareness
Every media has its own purpose, limitations and of all, the best we could say is Email Marketing as it helps in personalizing messages to your target audience. A personalized message is a delight to the potential customer, moreover it increases your brand awareness, brand value. A prospect extending email address is a reason enough that they have expressed their interest in your product or service. Email marketing gives you the ability to increase that interest level that brand awareness, by staying on top of mind.
11. Brand Development
A personal touch goes a long way in how a brand made a customer feel or how a brand is concerned about the value of their customer. It helps in brand recall, brand following, brand development and email is one the best option to nurture and develop your brand value. Though there are certain rules and restrictions to be followed to be considered being a valuable brand or a brand of immense value. Sending mail after mail and the same content over and over again is a sure sign the customer would ignore your mails and finally notifying them as spam. Instead, try some email marketing that promotes your activeness, add value in your community. Identify as an authority on the subject.
12. Push sales
Enterprises try to push sales of their products via email marketing, completely ignoring the brand message and mission factor. A right content and segmentation will go a long way in targeting the right audience, increasing the trust value and adding a sense of personality to their brand.
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