It is no news that the scope of marketing has moved from the traditional physical method to digital marketing. Digital marketing as the new form of business marketing is an ever-evolving field. There are different forms of digital marketing; email marketing, social media marketing and even influencing.
However, in today’s article, we will talk about email marketing as a form of digital marketing, when to use it, and the benefits.
What is Email Marketing?
Email marketing is the act of sending a commercial message typically to a group of people, using email. In the widest sense, every email sent to a potential or current customer could be termed email marketing. The basic concepts involve sending advertisements, business requests, sales and donations through email.
Email marketing can be carried out using different types of emails. Transactional emails are based on a customer’s action with a brand. A transactional email is used to facilitate, complete or confirm a commercial transaction between a customer and the company. Direct emails on the other hand involve sending an email to communicate a promotional message. The main aim of direct emails is to promote a brand to a list of customers.
Email Marketing helps marketers and companies to stay connected with a potential audience or current customer base in a highly personalized way. You should use email marketing when you want to:
- Build brand awareness
- Generate new leads and conversions
- As a cost-efficient digital marketing tool
- Increase website traffic, pay-per-click rates
Benefits of Email Marketing
According to Statista, the 3.9 billion email users as of 2020 is expected to grow to 4.3 billion in 2023 which is half of the world population. There are a lot of benefits that come from email marketing. DMA 2019 study reveals that for every $1 you spend on email marketing, you expect an average of $42.
There are several benefits to using email marketing for your business. Some of them are:
- Personalized and targeted content
There is a feature of email marketing software that allows you to segment your customers into different sections depending on some factors. These factors can include age, type of message or expected results. Email marketing is the best way to drive customer engagement with several personalized features. From crafting a captivating subject line to customer-related content and valuable content, all of these features make your message more engaging.
- Build credibility
Have you ever received an email from an unknown sender and you just discard the email without reading the content? That is what happens when you send customers emails without a proper description of your brand. The first step to building credibility with email marketing is a proper subject line. You must introduce your brand/yourself properly.
Asides from this, tailoring your content is also very important. You need to know the type of content that interests each section of your customers’ list. Knowing your readers’ interests gets your message into the inbox, instead of the spam folder. Another step is allowing your customers to make decisions. One way of doing this is to create a permission-based email list that includes a checkbox for users to either opt-in or opt-out, choose their reading interests and also the frequency of the emails.
- Boost Sales
In a recent report by Marketing Week, email marketing generates around $37B retail sales annually. Your content provides a great opportunity for impulse buying. According to the business community, you can entice a customer to make another purchase in a few ways:
- Feature best selling items alongside the products the customer bought.
- List similar items to the customer’s past purchases.
- Include a special offer or special discount for future purchases.