Should your company invest in email marketing? This tool is one of the oldest and most important and brings many benefits to your company's marketing.
Today's article dedicated to e-mail marketing, one of the areas of intervention of the digital marketing oldest, but continues to be one of the most important, proving that the news about his death were clearly exaggerated, as Mark Twain would say.
The resilience of email marketing is directly related to its multiple benefits, here are some of the most important ones:
1. HIGH RETURN ON INVESTMENT
If there is a main factor that explains the resistance of email marketing, it is certainly this, which arises as a consequence of the following points. Study after study shows that email is one of the most effective ways for brands to communicate with their target audience.
2. CONSUMER PREFERENCE
Given the dozens or hundreds of emails we receive every day, it may seem strange, but the truth is that studies also prove that email continues to be the preferred channel for consumers to receive information from brands.
3. IMMEDIATENESS AND REDUCED COSTS
As a direct marketing tool, email is extremely cheap compared to traditional options because it does not require printing. On the other hand, it provides incomparably faster responses.
4. SEGMENTATION OF RECIPIENTS
With email you can send the right message to the right audience. To do this, it is necessary to have an updated and well-segmented database; Then just prepare and personalize the message for each of the segments, creating several campaigns. Greater relevance delivers better results.
5. IMPULSE BUYING
A good newsletter makes the consumer's job easier, saving them from exhaustive research. If the offer is relevant and includes a promotional price for a certain period, it becomes difficult to resist – especially since, from opening the email to the purchase process, just two clicks are enough.
6. BEHAVIORAL SEGMENTATION
Have you ever made a purchase on Amazon and then received an email with an offer for related products? What Amazon is doing is sending you an email based on a behavioral segmentation process that helps companies to be even more relevant in the messages they reach users – with the aim of enhancing mechanisms of up-sell It is cross-sell. And these are emails that consumers like to receive.
7. EVERYTHING IS MEASURABLE
How many people opened the emails, which links were clicked and what the recipients did on the website or online store as soon as they arrived there... it is possible to know everything, from the arrival of the email in the user's inbox to the purchase of the product in the store, and use the information collected to identify possible flaws and fine-tune the entire process.
8. TESTS
Before sending a campaign, it is possible to carry out tests on a small segment of the database and thus evaluate the effectiveness of the emails based on two (A/B testing) or more variables. Analysis of campaign results will allow you to identify and select the most effective email, thus maximizing results.
9. IT IS EASILY SHAREABLE
Subscribers can easily forward a newsletter or one-off promotion to their friends. And you can also share it on social media. As a result, the brand obtains additional exposure and increases the possibilities of doing business.
Note: do not confuse email marketing with SPAM. Still common practices such as purchasing databases should be avoided. Quality email marketing presupposes the existence of recipients who want to receive your messages. If your database is small there are ways to increase it and these are the ones you should explore.
