Today’s marketers need to do more with less. They need to connect with their audience in a highly personalized way, while staying on budget. Marketers that can do this – connect with their prospects and customers in a highly targeted way – will be successful in delivering ROI and revenue back to the business.
Email marketing is by far the most effective way of directly affecting your audience and actually grow your business.
And we have 5 points here to prove it.
1.Reduced Time & Effort
Take a moment to think about the time and effort involved in structuring a direct-to-consumer or direct business-to-business campaign using one of the two most common offline direct marketing communications techniques:
Print Postal Mailings: You’ll need to allow time for a designer to create the mailing, typically through several lengthy revisions. Then you’ll need to allow time for the print mailing to be printed, cut and, if necessary, stuffed into envelopes. There will be time while the marketing collateral is being transported via the postal system and then time while you wait for the consumer to retrieve it from the mail box.
Telesales Campaigns: In addition to having to construct a telesales script, you’ll have to wait the time out while your sales agents dial through cycled call attempts to all of the sales leads or customers on your target list.
2.More Frequent Communications
Because email takes less time to create and send than other marketing and advertising channels do, you can communicate with your customers more frequently. Instead of only being able to send them a flyer or catalog once a month or once a quarter, you can easily send them offers once a week. You could, of course, send them email even more frequently than that if their email activity supports making that decision. You may want to note, however, that it’s one of the typical email marketing best practices to not send customer emails more than once a week.
3.Real-Time Messages
Because a marketing email can be completed in just a few hours, you can literally send “day-of” messages to help reduce stock or promote a limited time special as needed. You can even send unique real-time messages to customers that arrive on their birthdays or anniversaries. With email marketing, short time frames are your friend, not your enemy.
4.Test Marketing Messages
With email marketing, it becomes incredibly easy to see what graphics, headlines, offers and even colors your users and customers will respond to.It’s incredibly simple to simply send one version of an email to one part of your list and a second version of an email to a different part of your email list. Then, through the very precise tracking tools that email marketing offers, you can figure out which marketing message worked better to convert sales or user actions. We’ll talk in detail about both the great tracking tools that email marketing offers as well as common types of email testing later on in this book.
5.Exponentially Better Ability to Track Sales and User Engagement
Well-developed email marketing platforms such as Comm100 Email Marketing can provide tracking information on how many people opened an email, how many people clicked a link in an email, which specific link within the email was clicked, how many people complained that an email was spam or unsubscribed and, of course, whether your email even made it into your recipient’s inbox.Combine that with a business’s ability to track sales back to a source and you can identity customer engagement and response through an entire cycle with clear, easy-to-understand metrics.
