Are there any real benefits for email marketing in 2019? Why should small businesses or companies invest in email marketing? How viable is the email marketing channel in 2019 as compared to other marketing channels? What should be your email marketing strategy in 2019? If you’ve been plagued with these questions then you’re not alone, lots of marketeers are seeking answers to these questions.
No matter how many new online marketing options are developed, I firmly believe that e-mail marketing will never grow old. I have always been an advocate of traditional marketing options and email marketing remains one of the most popular marketing option for startups and small businesses. It is reliable and is very likely to generate better leads for you.
Here are the top 10 benefits of email marketing that will show you why this should be an important part of your marketing strategy:
Emails are the cheapest most economical way to reach out to your customers. With most reputed email marketing software companies like Mailchimp, GetResponse etc. offering free trials or free usage upto a specified number of users in the email list, the costs can literally be zero for startups to begin with email marketing. So, for startups I always suggest including this channel as part of their marketing strategy.
Another worrying aspect for business owners is that they will have to dabble with code and understand jargons like DMARC,DKIM, SPF, SMTP etc. The simple answer to this is, NO! Setting up email lists is one of the easiest processes specially when working with an industry renowned software platform like Mailchimp or Getresponse. Usually the process involves adding a simple API key into a field. Most content management systems provide easy plugins to set these up.a simple google search will guide you for this.
Large email lists can lead to significant costs. I am talking of lists larger than one million customers. Businesses having so many customers will usually have reached a scale to afford a technical team that can setup an inhouse SMTP server with ip rotation. If you have reached this level and are looking to reduce the monthly costs of running your email marketing program consult your company’s Technical/Devops specialist. He/She will be adept at setting up the postmaster account , install the SMTP server with ip rotarion and configure DKIM, DMARC & SPF keys. Be advised , this is a long process that requires strict following of an IP warm up process and may take upto several months to reach a high sending volume.
Email targeting is predominantly handled by the email marketing software or platform. The more detailed your email list is, the more precise can your targeting be.For example, An email list having just email ids cant be segmented by gender, age, interests etc. This will force the marketeer to send all emails to probably the whole list each time. While another email list having first name, last name, gender, date of birth , last opened emails etc will allow for the most precise and targeted email campaigns like a mail to only women having birthdays in the month of june or a mail to men below the age of 35 etc. The possibilities are immense.
The advantages of having a detailed email list are manyfold.
If you want to find the right demographic for your product, provide a subscribe button with your mailers. Those who are interested will click on it. And, they are the ones who will bring in the revenue. Remember engaging the right audience is the key to better sales.
The way the email marketing strategy is used can change the game for any business. Avoid spams or unsolicited mails to a large database that you may have purchased. Instead, send emails only to those customers who have subscribed for them. This will help the brand reach out to customers who are already engaged, thereby increasing the chances of conversions.
If you can make the content of your website strong, I think you are already one step ahead in holding the attention of your target groups. Today, Newsletters have features like call to action and even links to the checkout page directly. This can really boost sales given the increase in online impulse buying behavior.
If you are new to the world of business, I recommend that you start with an email marketing strategy. I say this because it is the simplest marketing options available. You do not require a very sophisticated team of technicians and staff. You can do it yourself as long as you are able to produce engaging content. If not, you can make use of online email marketing platforms as well to help create a good email marketing campaign.
A marketing plan is effective only when you know what effect it is having on your customer. The reason I suggest email marketing to everyone that I work with is that it is very easy to monitor the results being generated by a certain email marketing campaign. You just have to install an email marketing software to check the number of clicks, the rate of conversion, and even the amount of engagement with every campaign. Then you can decide what kinds of campaigns are working for your business and can make all your plans accordingly.
Now you may argue that all the online marketing strategies have a global reach. But let me tell you why an email marketing campaign is different. You can target the right audience who could be anywhere in the world. You can tell who is reading the messages that you are sending and whom you should be sending these messages to. Segmentation of contacts is one of the biggest advantages of email marketing that give you a global reach that is still within your control.
When you think of some of the most recognized brands of the world, the one thing that they have in common are the brilliant email marketing strategies. The first step to a great campaign is to create carefully curated and relevant content. Since the mail reaches the inbox of your customer directly, it is one of the best ways to create and develop brand identity.
Want your customers to visit your website more often? It is simple. Just send them emails with a back link to your website. I recommend using flash sales or discounts as bait to ensure that they click on these links. Create “FOMO” or the “Fear of Missing Out” in your customer. With time bound offers or even services that offer limited seats etc. this is a great way of telling the customer that they may miss an opportunity if they do not act fast, thus directing them to your website faster.
The best thing about email marketing is that it is immediate. The sender can see the results of sending the email in just a few minutes. The best examples that I can think of are e-commerce portals. They often use the 24-hour sale strategy to use email marketing to its best capacity. These types of mails create a sense of urgency in the customer. It is also possible to deliver the message to the customer in that time.
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