Email marketing offers some unique advantages to your business’s digital marketing strategy. When used correctly, email marketing can be an extremely cost-effective and powerful way of promoting your business and producing more sales. Though there are certain challenges to consider, once you know how to use it, email marketing can be a strong asset to your digital marketing strategy.
There are several key benefits to running an email marketing campaign. First of all, there is no other form of direct marketing that is as cheap as email marketing. Additionally, email marketing usually has a superior ROI to billboard, radio, or direct mail campaigns.
Another key benefit of email marketing is the ability to track the results of your campaign. You will be able to see statistics such as how many people open your message, how many people read it, and how many of those readers make a purchase or click on links. This ability to track these statistics allows you to make the most out of every dollar you spend on the campaign.
Additionally, email marketing is the perfect tool for converting audience members to customers over time. As long as you continue to provide valuable content in your emails, your audience will continue to open them. Eventually, some of that audience will purchase from you and become customers, especially if you offer an appealing promotional offer through an email.
There are some challenges to consider when starting an email marketing campaign. Many email marketing campaigns fail because they have a low open rate, and the audience never reads the content. Additionally, a consistent low open rate can result in your emails going to your customer’s spam folder, which makes them even less visible.
The way to ensure your campaign’s open rates stay high and your emails stay out of your customers’ spam boxes is by “cleaning your list”, which means deleting the email addresses of people that don’t open your emails from your mailing list. Using the tracking statistics from some email marketing software, you can see when a certain email address hasn’t opened your emails recently. One unopened email is fine but when an email address is consistently not opening your emails it’s time to remove them from your marketing list.
Now that we’ve covered the advantages and challenges of email marketing, An example of an effective way to utilize an email campaign in a business’s marketing strategy would be as follows:
There is a company that sells consumer cooking supplies online through an eCommerce store. In order to obtain email subscribers, the company runs social media ads showing quick videos of delicious foods and a call-to-action that users can click to get the recipe. The ad will link to a landing page with a form where users can enter their email and sign up for a newsletter with free cooking videos and recipes each week.
Each week, the company sends their audience videos and recipes that utilize their cooking products. Occasionally they will send out a special promotional offer along with a recipe featuring the product, like an air fryer chicken wings recipe with an offer for “10% off air fryers this week”. These promotional offers result in an uptick in sales and convert some of the audience members to purchasers. One of the best parts of this email marketing strategy is that the only ad spend involved was the cost of getting email subscribers from the social media ad. Once they have subscribed, the follow-up emails are essentially free advertising for the company.
Could your business benefit from an email marketing campaign? Let’s make a plan! Contact the digital marketing experts at Integrated Webworks