Email marketing is the underdog of the advertising world. Not many businesses think of incorporating it into their marketing strategies, and, as a result, they are missing out on a brilliant opportunity to drive sales and make lifelong customers. With email marketing being more accessible than ever (thanks to free software readily available online), this form of advertising isn’t just reserved for big corporations. Anybody can now run an email ad campaign – whether you are an SME or an independent start-up.  Email marketing generates an average ROI of $38 for every dollar spent, which is pretty impressive.

The Benefits Of Email Marketing

So, why should you be using email marketing? If you still need further convincing, here are the main benefits of email marketing for businesses:

1. Tailored and Targeted Content

One of the best things about email marketing is that it is targeted and tailored for each customer. This means that you can deliver highly relevant content to consumers – more so than any other form of advertising. For example, social media posts must appeal to a wide range of people, making them more general and less compelling. On the other hand, email marketing allows you to categorise your existing customers into different segments based on their preferences and browsing or purchasing history. Businesses can even go so far as to tailor the subject line to each person. With the marketing content being so relevant to them, your patrons are much more likely to be interested in what you are selling. Resultantly, this significantly increases the chances of your business making a sale.

2. Time and Cost-Effective

Email marketing is proven to drive results, meaning you should see a return on your investment with this ad campaign. But that’s not all. Other marketing strategies can demand a lot of your time, money, and resources. For example, printing flyers and posting them through doors is a time-consuming activity that also requires money for printing. Meanwhile, televised adverts are too expensive for most companies to invest in. Fortunately, these things aren’t problems with email marketing.

With bulk email software, businesses can simultaneously send hundreds or thousands of virtual flyers, saving time. Furthermore, most email marketing software is free or has different subscription packages to optimise affordability. These helpful tools are usually fitted with template designers, so anybody can easily design a professional-looking email ad to send to customers within minutes.

As such, you can save an immeasurable amount of time and money with email marketing while driving further profit for your company.

3. Strengthen Customer Relationships

Unlike other forms of advertising, email marketing is permission-based. Your clients and customers choose to subscribe to your email content – and they can opt-out at any time. This is a brilliant way to improve your relationship with patrons, as you have taken their consent seriously. Furthermore, email marketing helps to bridge the gap between you and your customers.

For example, you cannot simply call somebody up after they have purchased something from you, nor can you track them down. But by emailing them, you can ensure that this connection hasn’t been lost, which will help you retain their business. Companies can also employ email marketing to see the lifecycle of a customer through to the end. For instance, if somebody has just registered with your website, you can send them a welcome email and then direct them towards the next step, such as purchasing an item or choosing a service package.

Businesses can also ask for customer feedback through emails, demonstrating to patrons that they care and want to improve. This makes people feel more inclined to return to your company.

4. Increase Traffic and Sales

If you’re struggling to drive traffic to your website, email marketing can help. You can include links in your emails directing customers to relevant web pages. This strategy generates more visitors and eventually converts into more sales.

Use An Efficient Platform

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

Use Calls to Action

Always include ‘calls to action’ with hyperlinks. Calls to action motivate customers to take desired actions. For example, an anti-virus company might use ‘Get Your Protection Today’ with a button directing people to their subscription page.

Increase Traffic with Social Sharing

Email marketing can also increase traffic by including social sharing buttons. These buttons, usually at the bottom of the message, encourage clients to share your content with their contacts. This enhances brand awareness and provides more ways for people to access your website.

Enhance Your Advertising Strategy

These are just some benefits of email marketing. When devising your business’s advertising strategy, incorporate email marketing and invest in software to boost its effectiveness.

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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.