Zohaib Hassan is the Founder & Partner at Lead Origin. A modern consulting firm focused on digital transformation & intelligence.
Despite the advent of social media and the proliferation of billions of websites on the internet, email marketing is still standing. Email lets you personalize your message in ways that social media can’t match. And email automation offers deep insights into your customers, which can be a convenient way to keep them engaged with your brand.
What Is Email Marketing?
Email marketing is a type of direct marketing. It can be a fantastic approach to communicating with clients and potential clients about pertinent offers, news, updates and other information.
You can send follow-up emails to customers who have made purchases from your store or website. You can also target potential customers who haven’t made a purchase yet but could be interested in doing so in the future.
How Does Email Marketing Work?
Email marketing includes sending your subscribers valuable content that will keep them interested in your brand. This can be done through newsletters, promotions or other types of emails such as event invitations or product launches.
Why Email Marketing Is Still Relevant
Today, email marketing is very much in use. In essence, it’s a low-cost method for reaching clients while also aiding in the development of long-term partnerships. Here are some reasons why email marketing is still relevant:
• You can reach more people with email.
One of the benefits of email marketing is that it allows you to reach a more targeted audience. Email marketing gives you more control over what kinds of information you are sending out and when it will be sent.
• You can stay in touch with both current and potential clients.
Building a relationship with your clients and prospects over time is the aim of email marketing. Giving customers useful information about your goods or services is a great way to achieve this. Additionally, you can use email marketing to deliver your customers exclusive deals, rebates and coupons.
• Emails easily streamline your other marketing channels.
Email marketing is a boon to digital marketers because it can be used to promote other marketing channels, such as social media platforms.
When you use email marketing to promote these channels, you’re making sure your audience gets all the information about your business in one place. This makes it easier for them to make decisions about whether or not they want to make a purchase from you.
• Email marketing is cost-effective.
Email marketing is more cost-effective than most other marketing channels. This is because it’s easy to track and measure your results, and it’s also cheaper in terms of expenditure.
• Emails can motivate readers to take action.
The most effective email marketing strategies encourage readers to take action. A fantastic method to let your clients know about limited-time specials on your website is to send them one last email before the campaign is over.
Offering free content is another typical strategy for encouraging readers to take action; this might be a free e-book or report.
• Emails can help increase brand recognition.
Building brand recognition through email is a powerful strategy. People that sign up for your email newsletters and other marketing materials are more likely to recognize, prefer and accept your business.
• Email allows for more personalized messaging.
You can’t just write a standard email and hope for the best. Your email marketing should include personalized messages that speak to your customers’ needs if you want to fully engage them.
The first step is understanding the customer life cycle. This is a process that begins with a customer’s first exposure to your brand and ends when they no longer buy your products or services. You need to ensure that every email you send during this process is relevant and focused on helping them make a purchase decision.
To add, email marketing isn’t just about sending promotional messages; it’s also about listening carefully and responding quickly if someone contacts you with an issue or complaint. Initiating this customer care fosters an even more solid relationship with your current and potential customers.
• Emails have the potential to increase website traffic.
Because emails are a successful method of establishing a rapport with clients, they have the potential to enhance website traffic. It is possible to utilize email to enlighten your customers about their needs and wants, making it simpler for them to make a purchase.
An email marketing campaign with the subject line “Recommendations for You” is a great illustration of this. Recommendations are sent via email based on past purchases and interests. For example, if you purchased a cookbook, you might receive an email with recommendations for further cookbooks or kitchenware.
• Gaining useful data insights is possible.
Through A/B testing, you can use your collected data to enhance the user experience of your email marketing campaigns. You can see who has opened each of your emails and which links they have selected.
Instead of starting over every time you want to test a new idea, you may make many versions of the landing page and make changes to each version individually.
If an A/B test shows that one variant performs better than the other, you can then change all of your current pages to reflect the successful variant.
The Future Of Email Marketing
Email marketing is still relevant and has a long future. It will probably become even more important as time goes on, especially since it’s so easy to use and cost-effective.
In addition, sending emails isn’t the only point of email marketing, but profitability for your company is the goal. In order to avoid sending out pointless messages, you must ensure that everything you send generates real leads and sales.
There is no better time to begin focusing your attention on the rising trend of email marketing because as this upward trend continues, you will want to be sure that your brand is ahead of the game.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?