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Email Marketing
64% of marketers say email is their most effective lead generation channel when targeting new customers. (B2B Magazine)
Email marketing has had its ups and its downs over the years. Massively successful when emails first became popular, it eventually dropped due to spammers and then regained popularity as spam filters, and the quality of email marketing itself, got better.
The latest obstacle in the ever winding road of Email Marketing has been the introduction of GDPR law in the UK. There have been some horror stories and sleepless nights thinking about the email lists shrunk to just 10% of what they used to be. However, all this has done is reduced the cost of sending the emails. The results have remained the same, those that were previously buying from emails, have subscribed to receive more in future.
We have managed one of the hardest eCommerce email campaigns (for an online pharmacy selling Viagra of all things). They reached over 100k of customers before GDPR and they shrunk to just 10k following 25th May, yet the sales didn’t drop, just the cost of the campaign.
There are many factors to ensure your campaign is a success:
- Opt in email list secured by offering what your buyer personas need
- Segmentation of list
- The right content mix
- The perfect call to action
- A/B testing of the subject heading and timing
- Automated staged emails
BENEFITS OF EMAIL MARKETING
LOW-COST
One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
TARGETED
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilising email marketing only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in your business. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.
CALLS TO ACTION
Email marketing is great for taking advantage of impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
TRACKING
Another key benefit of email marketing is that you can see the performance of each and every email. We can track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort and cost to alter.
EASY TO SHARE
Subscribers can forward brilliant deals and offers to their friends and colleagues at the click of a button. There aren’t many other types of marketing that can be shared as easily as this.
SEGMENTATION
Your email lists can be segmented so that each email can be specific for each segment of your target audience. Rather than mass emailing everyone the same message, your email marketing campaign can ensure each email is relevant to the recipient.
GLOBAL
What other marketing platform lets you instantly send a message to thousands of people across the world?
IMMEDIACY
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns. And even then, how can they be sure what was responsible for the sale?
RETURN ON INVESTMENT
In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. In 2011, the Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested. A number of sources have suggested that this is better than any other platform.
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