Some people believe email marketing is a thing of the past. In reality, email marketing continues to be beneficial for many companies and is still a tactic worth using.Here's 3 reasons why email marketing is still prevalent:
1. Generate Leads:
Email marketing is a great tactic to use when trying to generate leads. A best practice for email marketing is to come up with a structured campaign.
Create a want for your viewer to receive emails. Show a clear benefit they will receive when they sign up for your offer or promotion with their email.
You can do this in a couple of different ways. You can promote a sale that’s coming up or provide an exclusive offer.
This is something every company should take advantage of as roughly 77% of online customers prefer permission-based promotions via email.
Once you've sparked their interest and they have signed up with their email, the marketing begins.
Use this opportunity to inform them of any other offers you have going on or anything they might be interested in.
Each email you send should have a clear purpose. Take the time to decide the message you want to get across and how to present it with the most value possible.
It’s also a good idea to make use of CTAs or calls to action. This will provide your lead with a way to take action on the offer you are presenting them with.
To further the amount of leads email marketing generates, pay close attention to your open and click through rates.
These rates reference the percentage of people opening your emails as well as the percentage of people clicking on any CTAs that you are using.
If your rates are lower than what you have set as a goal consider making tweaks and changes to the format, wording, CTAs, or any visuals you may be using.
It’s important to pay close attention to this as it will help you better understand what is successful moving forward.
The amount of leads you can generate using email marketing reinforces the idea that the tactic is still prevalent.
Not only does it generate leads, but out of those that were surveyed, nearly 81% of digital shoppers in the US said they were likely to make additional purchases as a result of targeted emails (Harris Interactive).
Email marketing has also been cited as the most effective way to retain customers in the US (eMarketer).
2. Lead Nurturing:
Along with generating leads comes lead nurturing. Lead nurturing is the process of guiding your lead through the buyer process while developing a relationship along the way.
This means providing them with any help or information they need while moving along in the buyer’s journey. Email marketing makes this relatively simple.
Lead nurturing is important because it will show your leads you're working with them to make their experience as enjoyable as possible.
It’s important to stay up-to-date with your leads and provide them with content targeted to them. The goal is to keep your company in their mind and while maintaining satisfaction.
Timely follow ups are also key. You shouldn’t keep your leads waiting. “The odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website” (HubSpot). And that’s just a difference of 25 minutes.
One way you can ensure you're nurturing leads in the most effective manner is with email automation.
Creating emails and having them automatically send based on certain ques or at scheduled times is very efficient.
This reduces the time you have to spend sending emails while still providing your leads with the content and offers they need.
3. Platform on The Rise:
Some people may think that email is a dying platform. However, it’s actually quite the opposite.
There are over 4.1 billion email accounts and nearly 95% of all consumers use email. This goes to show how prevalent email really is.
Email allows for countless opportunities for you to reach out to your customers. In a study done by Blue Hornet, roughly 34% of Americans check their email on a daily basis.
If your customers become accustom to receiving an email from you around the same time each day, they can incorporate it into their daily routine. This will keep your brand in their minds on a daily basis.
The email marketing platform is even continuing to show growth. It is projected that by 2018 the amount of worldwide email accounts will be as high as 5.23 billion.
It’s clear that email marketing is more than just beneficial, it’s a necessity. Companies that aren’t making use of this strategy are missing out on countless leads and opportunities to connect with their customers.
Don’t worry, if you haven’t implemented your own strategy yet it’s not too late because email as a platform doesn’t seem to be declining anytime soon.
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I hope you found this information beneficial and feel free to comment down below any thoughts or questions you may have.