Benefits of email marketing
Email newsletters are a simple and accessible tool for stimulating sales. Attracting new customers through paid channels, such as contextual and targeted advertising, is always more expensive than building the right work with an existing audience using email newsletters. At the same time, the results from implementing email marketing will be no worse, if not more impressive. And this is the first advantage!
What other benefits does email marketing have:
- Segmentation and personalization
The target audience can be divided into groups based on gender, age, location, personal preferences and other criteria that are important to your business. In addition, technology allows you to use information about the interests, preferences and actions of subscribers to create personalized offers, which significantly affects brand trust and the formation of strong relationships with the audience.
- Guaranteed loyalty
Letters can only be received by those people who have given consent to the mailing, which means they are already inclined to communicate with your brand. But whether the user will unsubscribe or will interact with the brand for many years depends only on you.
- CTA or Call-To-Action
Email marketing can ensure high conversion from reader to buyer. It is enough to correctly place a call-to-action button inside the letter, make an attractive offer, and the subscriber will be only one click away from an impulsive desire to buy your product to making a purchase.
- Simple Performance Evaluation System
There are several key metrics in email marketing that are easily tracked using email automation services (ESP). By constantly analyzing the metrics, you can spot problems in time and make adjustments to your email campaign.
- Versatility
When is it worth connecting email marketing? This channel is effective at any time and for any sphere, be it B2B, B2C or e-commerce. Yes, each industry has its own nuances, but we believe that there is no brand for which email communications will be ineffective. The main thing is a professional approach!
There is a myth that email marketing is spam. In reality, it is the other way around: qualified email marketers make sure that subscribers receive only interesting and useful information. Email marketing is a whole system that requires strategy, a competent approach, constant testing of new mechanics and analytics.
how to start email marketing
Email marketing is aimed at attracting new customers, building long-term relationships with them, and stimulating repeat purchases. To achieve these goals, you need to carefully consider and implement each step.
First of all, develop an email strategy how advise soc-leads. Define the KPIs and goals you want to achieve. Analyze your competitors. It is important to understand how they communicate with the audience in your market so as not to miss an effective mechanic or, conversely, to become a pioneer and use a solution that none of your competitors have tried yet. Study your target audience. You must understand what people want, then you will be able to build communication with maximum benefit for yourself and for them. Based on the information received, draw up a detailed action plan for implementing email marketing.
To make regular mass mailings, you will need a special platform that helps automate work with the email address base. Thanks to ESP, you will be able to send letters to several thousand or even millions of users at the same time.
You won’t be able to send out newsletters without a database of email addresses of those users who have officially consented to receive communications from your company. Use special services to set up static or pop-up forms for collecting contacts. Think about incentives for subscribing: users should understand what benefit they will receive in exchange for an email address — bonuses, gifts, useful content, and special offers. If you already have a client database, for example, from sales managers, you need to process it first:
Think about the categories your target audience can be divided into. Describe each segment in detail, as this will determine what types of email newsletters you will use.
As a rule, email communications are a mix of several types of email newsletters. The goal of any email marketer is to make interaction with the brand as attractive as possible for subscribers. Therefore, use several approaches at once so that users do not get bored, receiving the same format of letters, and the communication itself is as useful as possible for both parties. Do not act blindly: make a communications map for each segment of your audience with a list of reasons and scenarios, frequency of interaction, types of letters, etc.
When developing a strategy, you didn’t just set KPIs for no reason. You need to constantly monitor statistics to identify ineffective solutions and mechanisms in time. Also, don’t forget to put forward and test hypotheses to improve interaction with subscribers and increase indicators.
bring the database files to a unified form;
check the database for incorrect or non-existent contacts and get rid of them;
conduct the first mailing and invite people to subscribe to further communications from the company.
email marketing results for business
Let's summarize what benefits a business will receive from setting up email marketing.
- Strong emotional relationships with your audience through direct communications
You regularly remind your subscribers about yourself and your products, sending them not only promotional emails, but also useful information. Together with personalization, this gives very good results: buyers regularly return, repeat sales grow, and all because the audience feels its value and knows that it can benefit from communicating with you.
- Increase sales
Regular and relevant promotional mailings will definitely have a positive impact on your revenue. The main thing is to maintain a balance between advertising offers and entertainment content.
- Growing interest in products
You can showcase the benefits of your product, educate your audience on how to use it, and do it in a variety of ways. Email marketing gives companies the opportunity to keep subscribers engaged in an engaging and unobtrusive way.
- Restoring relationships
Sometimes subscribers stop interacting with a brand. This is normal, email marketing tools allow you to quickly detect such cases and correct the situation. A competent specialist knows how to return the favor of a “sleeping” subscriber and rekindle his interest in your brand with renewed vigor.
- High level of service
It's nice when a company strives for quality service. Trigger emails in email marketing are as important as promotional ones. Don't ignore creating transactional mailings, include in your strategy messages about the order and delivery status, a welcome letter, subscription confirmation and other service letters.
Effective email marketing can set a company apart from its competitors and take it to a new level, but its implementation requires the coordinated work of a whole team of professionals.