What is Email Marketing?
Email marketing is a marketing strategy that converts prospects into customers and turns one-off customers into repeat customers.
The Importance of Email Marketing
Despite the growth of social media email remains the most effective way to cultivate leads and turn them into customers.
There are many reasons to make email marketing one of your top priorities, but we highlight just 3 here:
- Email is the primary communication channel. Did you know that 99% of consumers check their email at least once a day? We can’t say the same for any other form of communication.
- Hold your own contact list. In any social network, your account can be suspended or deleted for any reason and without warning. However, no one can take your email list away from you.
- Email simply converts better. People who buy products advertised via email spend 138% more than those who don’t receive any email offers. In fact, email marketing has shown returns of 4400%. And if you’re still thinking about social media know that, on average, the value of an email is 3 times that of a social media post.
Which are the objectives of email marketing?
The objectives you should set in your email marketing campaigns.
- Keep in touch with your customers
Consumers are willing to share their contact details with the aim of being updated whenever any relevant news comes up. This could be the launch of a new product, an award that the brand has won, etc.
- Keeping the brand in the Top of Mind
Brand recognition is considered an excellent indicator to understand how consumers make decisions. The truth is that we feel more confident investing in brands we feel more familiar with, rather than working with a brand we don’t know. Email marketing allows you to build a relationship with the customer, and when they think of some brand in your industry, it will be your brand that consumers will remember first.
Even after the customer has purchased one of your products, email is an excellent tool to keep in touch with the customer, reinforcing their choice and promoting the brand.
Email Marketing Examples
The e-mail may present several and different formats and objectives, with the most varied purposes. Here are some examples to show you what you can do.
A challenge is a great way to get people interacting with your brand by offering a challenge with a reward for the best performer.
- Encouraging use
This is about encouraging people to use your products and share those moments on a digital platform such as social media.
Changing your message according to the time of year shows that your message has been carefully thought out and gives a touch of personalisation.
- New product promotion
Are you launching a new product? Have you already launched the new product but it didn’t get the attention you expected? Send an e-mail to your contacts not only informing that this product is available, but use this channel to show them the news.
If you have an online shop, then use e-mail to automatically send invoices/receipts to your clients whenever they make a purchase.
- Customer reactivation
The customer started the purchase process, but did not finish it? To help your customer to complete this purchase send him an email reminding him that he left this process unfinished.
When talking about digital marketing the first option that people remember are social networks, but email has advantages such as the fact that it has no reach limit. Those who agree to join your contact list will receive all your materials.
This is not to say that these platforms don’t complement each other. An email subscriber is 3 times more likely to share content from your brand on social media with their friends and family.
Email is a pretty versatile tool. If you are selling a service or product, then you should use it as a marketing tool. In fact, even if you’re not selling anything you can do email marketing. Email is a great solution for bloggers to increase their following and share their content even before they start selling something.