Email marketing is becoming one of the more popular ways for businesses to maximise profits from a very small investment, and although the technique is a little old the services being offered today take full advantage of mobile apps and other technological advances to breathe new life into email. Your marketing team should never turn down the opportunity to use email and it should be one of your core ways of keeping in contact with customers. Here are the top ten reasons why email marketing is so useful and at generating extra profit. Speaking of profit, for every £1 spent on email marketing, you could potentially see an average return of £32 according to the Direct Marketing Association – so it’s really important to get email marketing deployed as soon as possible if you want to snag that return on your investment.
1. Segmented Campaigns Help You Use Your Opt-In Mailing List Properly
When customers use the services on your website they often enter a lot of data which is often stored on your servers. Email marketing starts with a new or existing customer opt in to the mailing list, which means that data can be put to use by your marketing team. Demographics are really important to marketing, and a successful email marketing campaign can target different demographics with different mail, meaning you’re able to personalise the mail based on who you’re sending it to. This is much more efficient than having a single email you send to everyone, and doing this is known as a ‘Segmented Email Campaign’.
2. Gives You The Opportunity To Generate Custom Mail In-House
Your email marketing strategy can be as complicated or as simple as you want, but the main focus will be generating emails based off templates that look good and are appealing to customers. You can design the heading, graphics, colors, fonts and other aspects of your email in advance, ready to have different text and photos and other features applied onto it based on who you’re sending the mail out to. Many websites and services like Mailchimp offer hundreds of mail customisation options as part of their services, as well as the opportunity to design your own using code, so you can make a truly unique looking email which helps you stand out from other customers.
3. There Are Many Professional Services To Choose From
Email marketing isn’t just done out of Outlook anymore, in fact in today’s app-enhanced world emails can be designed and filled in using smartphone apps from one of quite a few popular services. Like we mentioned above, Mailchimp is a good example, offering customisation and an app, but they’re not the only service out there whatsoever. Other services include Constant Contact, SendInBlue, GetResponse and many more. All offer different advantages and disadvantages, free trials, pricing plans based on monthly emails sent out, and a plethora of other features – too much variety to properly talk about here. The key thing about these services is there will always be one that works best for your business.
4. It’s A Small Investment, That Can Lead To Big Returns
With email marketing you’ll probably only really end up spending a modest monthly fee and a little time creating and customising your emails. But the main attraction is arguably return on investment potential, or ROI. The ever-helpful Hubspot has reported this year on email marketing, and the most interesting statistic is that >59% of marketers say email is their biggest source of return on investment, meaning it often performs very well indeed. As discussed above, Marketers using Segmented Campaigns also reported as much as a 760% increase in revenue in some circumstances, meaning the targeting of specific demographics really works.
5. Emails Stay In The Inbox
With email your audience is already signed up to your mailing list, and they’ll receive an email that arrives in the inbox, and stays there, even if they don’t open it. Sometimes they’ll open it just to move it out of the ‘unread’ section of their email service. It’s an unavoidable prospect, just like a real letter lying on your doormat at home. This is one of the more overlooked aspects of email marketing, an email is permanent until you delete it, and even if you mark it as spam it still exists somewhere on the person’s email platform. Whether they like it or not, once the email is sent out, it stays there.
6. Every Subscriber Gets The Mail, Unlike Social Media Ads
Advertising today in the digital realm is fleeting. You might refresh a page and it’s gone, especially on social media, Google ads, and everywhere else. With paid advertisements on websites you are constantly in a bidding war to be seen, vying for attention with other companies over specific keywords. But email isn’t like that. Like we’ve discussed above, the semi-permanence of an email gives it an advantage over social media ads which appear and disappear due to the whims of a corporate algorithm. With Segmented Campaigns this makes the targeted marketing even more efficient and useful.
7. The Mail Sent Out Is Personalized
Speaking again of the usefulness of Segmented Campaigns, your mail being sent out will usually have some degree of personalisation based on the person it is being sent to, and according to Hubspot, personalized emails deliver over 200% better conversion rates. Like we discussed before, the people who sign up to your mailing list will have already entered information on your site, so it means you have a wide array of options for personalization. This could include fields for including their name at the start of their email, or a reference say to the region of the UK they live in. All of this makes the email even more unique and it contributes to the customer’s feeling that your company cares about them and is making an effort when contacting them. Although this is all done by an automated process, we feel this is part of email’s strong appeal and is why it should never be left out of a marketing team’s strategy.
8. Email Is Ubiquitous
That’s another thing that makes email so useful – everyone has it. It’s become inescapable of late for people to have an email address, and the most common and secure ones are web based and corporate owned and tied into the user’s mobile phone. In terms of the amount of people using it, email is set to grow to 4.3 billion users in 2023, according to Statista. So basically, email follows the majority of smartphone users around and they can respond and reply to it on the move. People probably won’t even be able to use your service without providing an email address and being offered the chance to opt in to the mailing list, so it’s basically a permanent point of contact between you and your customers. Even the least technologically savvy of your customers will have to sign up for an email service, so even if they don’t use social media, don’t browse the internet often, or don’t even use other types of digital apps, you’ve still got that point of contact through email.
9. Mail Leads To Landing Pages
In marketing, landing pages on your company website are places where people who have clicked on adverts get sent to, ‘landing’ on them after engaging with an ad. This is a really clever skill to learn how to get right, because you can prepare landing pages that either relate directly to emails, or that can be used both for email and another ad service like Google Ads. Essentially as long as the landing page makes sense to be linked to, it can be used, often over and over again. But that’s not all. With Segmented Campaigns you can segment your landing pages. Marketing to old people? Choose images of older people on your landing page. This is how you tie your website directly into the Segmented Campaign and continue the personalisation as you leave the inbox and head to the site.
10. It’s App Controlled And Mobile
Finally let’s talk about how emails are customised, and how easy that can be. A lot of services for email marketing have their own custom app which can be installed on your phone, which means your marketing team can now operate the entire campaign remotely. They can access statistics, demographics, design and send off mail, and a host of other interesting options, as long as the client you have chosen offers this of course. For teams on the go this is helpful, and it can make your work easier if someone is out doing meetings or working remotely and needs to change the parameters of the Segmented Campaign on the go.
How Will You Use Email Marketing?
So, if you haven’t already, get started with email marketing. Here’s a quick to-do list for those who have no idea what to do next:
- Research email marketing services
- Find a pricing and features plan which works best for your business
- Introduce your marketing team to the advances in email marketing
- Train on the software and trial it using a ‘dummy’ mailing list
- Apply existing or new market research to your mailing list
- Use that research to create a Segmented Campaign
If you have any more questions about email marketing, why not check out our companion book to this series of articles, Digital Marketing For Professionals by Nick Bagga – which includes even more hot tips and neat tricks you can use to improve your campaign. As always, there are also more articles on our site about digital marketing for you to look at too.