What is Email Marketing and How Can it Benefit Your Business?

What is Email Marketing and How Can it Benefit Your Business - People Development Magazine
What is Email Marketing and How Can it Benefit Your Business - People Development Magazine

Email marketing is an extremely effective digital marketing strategy that has been around for many years now.  But you may have ditched it in favour of social media. It is the act of sending emails to current and prospective customers.  They are sent with the aim of converting readers into buyers and one-time buyers into loyal returning customers. It is the most direct form of communication between you and your target market.  For every dollar spent on it, email marketing generates an average ROI of $38, which is pretty impressive. So, why should you be using email marketing? Let’s find out.

Reach the Masses

With the popularity of social media sites like Twitter and Facebook, you’d be forgiven for thinking that their platforms are the best way to reach a larger audience. After all, Facebook currently has over 1 billion users. However, compare this to active email accounts, and the numbers are more than triple that. When you think about it, whenever you buy something online or sign up for a newsletter, you require an email address, so it isn’t all that surprising. So, if you want your message to reach further, email is the way to go.

Emails are More Likely to be Seen

If you’re torn between growing your list of fans on social media or adding new subscribers to your email list. Then know that email subscriptions are the best option every time. This is because any posts you create on social media only have a 2% chance of being seen by a consumer that is likely to interact with your brand. Compare this to the fact that your email will reach an intended recipient’s inbox 90% of the time, and it’s a no brainer. Even if you employ someone to work specifically on your social media campaigns, their efforts are hampered by the fact that Facebook limits the number of times your posts are shown in order to push people more towards paid advertising.

Email Has a Higher Conversion Rate

If you put all of your time and effort into an email marketing campaign, you will be rewarded with a conversion rate that is six times higher than if you were to send out a Tweet. This is because when a person goes out of their way to subscribe to your email list, they are telling you that they want to hear from you. What’s more, is that over 4% of consumers who open marketing emails then go on to buy something.  This compares to just over 0.5% of social media users.

To get the most of your marketing emails, it’s always best to use a platform that can do the hard work for you. There are plenty to choose from.  All vary according to your business needs. PieSync has a useful guide that runs down the differences between AWeber and Mailchimp as two examples. They also have a useful tool that can help sync your contacts if you choose to combine email marketing with other apps. This ensures your subscriber list is up to date while deleting any duplicates.

Email is also the preferred channel for promotional content.    So people will expect to see information about your products and services in their inbox. So, what are you waiting for, start your email marketing campaign today!

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Zoe Price

Zoe Price

As an experienced business and finance writer I understand the corporate landscape and the driving forces behind it. Over the years I’ve shared my insight and knowledge with key industry publications and dedicated my time to showing how business leaders can make their organisations more effective.

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