Technology has vastly changed how we communicate, engage and generate revenue for our businesses. Although traditional sales and marketing channels are still very viable options, the key benefits of email marketing may make it an important component of your digital marketing strategy. Email Marketing is not new, and results are sliding in the social media age, however it is not a channel to be dismissed just yet.
Successful email marketing starts with developing a solid email database. Your CRM (Customer Relationship Management) database should have the capability to manage segmented email marketing campaigns, and simply integrate with various HTML email package options. Eg Mailchimp or the an HTML Email service provided by your website developers.
Email marketing isn’t as simple as drafting up a quick message and sending it out. There are certain rules, processes and etiquettes that need to be observed and followed.
Costs incurred in designing, executing, testing, sending and receiving an email is up to 78% less for a run of 5000 over paper-based direct mail version. When you add e-mail to your marketing mix, you spend less time, money and resources than with traditional marketing vehicles like direct mail or print advertising.
You can innovatively initiate campaigns using graphics, videos, music, or whatever that will be of interest to your prospect, to grab their attention and interest immediately.
Email enables you to personalize and greet every person they target. This helps in building trust and credibility.
Round the clock marketing
With an email the audience can understand and review your messages anytime.
Special tools are available that accurately measure click-through rate, conversion rate, how a person one arrived at your website, and more, to enable you to assess the success of different email campaigns.
You can segment data lists to reach only those who they target with a specific call to action/message , without bothering others. Eg Current customers receive a different email. You can select targets based on geography, age, income, spends, and many other parameters.
Opt-in or unsubscribe options
Emails contain opt-in and opt-out options which help you to shortlist your prospects and reach only the ones genuinely interested getting emails.
Time to receive responses through e-mail is one to three days, where you will get maximum responses on day one itself, while a direct mail campaign would take minimum 7 to 12 days to generate any responses. Further, responding to a direct mail is more cumbersome, while a person can respond to an email immediately.
Executing an email campaign is fairly simple. Email addresses, a good email delivery tool, good emotive content, a clear call.