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Why Email Marketing is Essential for Your Business

People like to throw around the idea that email marketing is outdated. That it’s boring. That it doesn’t work anymore.

They couldn’t be more wrong!

Email marketing might not be the newest, most exciting mode of communication. But it is an essential part of any successful marketing strategy. No matter it’s size, your database is a goldmine. And email marketing allows you to encourage repeat business, test new ideas and turn your customers into your biggest fans.

Still not convinced?

Here are my top reasons why email marketing is essential for any business.

  1. It’s a Relationship Builder

Everyone in your database has consented to hear from you. They want to continue having a relationship with you. Email marketing is the ideal place to offer your audience added value. This can take a lot of forms – blogs, videos, reviews – the list goes on!

Use email marketing to build trust with your audience. Send regular newsletters to explore the benefits of what you have to offer and establish yourself as the expert in your field. The more people hear from you, the more likely you are front of mind. So you are helping your customer make a more convenient purchasing decision. Which leads to repeat custom for you.

More sales, without the acquisition price tag. It’s a win-win!

2. It’s Targeted

With email marketing, you can split customers into different groups based on shared characteristics, and then send them relevant information.

Here are a few simple segmentation examples:

By Location
Take a look at location data. Do clients from London buy different items or read different content to clients in Edinburgh? If so, you can see their specific interests – reflect this in your content.

By Purchase History
Split your database by what they buy. Should the product or service be purchased regularly? If so, send timely reminders to encourage repeat business. Or if there are products you could cross-sell that fit with previous purchases, why not let them know?

By Engagement
If you record website use in your database, take a look at popular content. Send product or services information based on the content thateach group finds most interesting.

Your strategy will depend on the information you have – and how you want to use it.

3. It’s Measurable

Marketing activity can feel like a shot in the dark. A campaign can look great and tick your branding boxes – but how easy is it to measure results?

Enter email marketing. Every platform holds invaluable, real-time stats that can help inform future decision making. These stats show you what content is working – and what isn’t – to refine your strategy.

Key statistics to measure are:

Open rate – if this increases or drops, you will know what subject lines people respond to.

Click-through rate – this helps you understand your strongest offers and CTAs.

Bounce Rate – if this is high, your emails aren’t getting delivered – so you may need to switch platforms.

4. It Can be Automated

The beauty of email marketing is that once it’s set up, it can pretty much be left to its own devices. It takes time to get your customer journeys right – the audience, the content and trigger behaviour needs to be carefully considered. But once setup is complete, customer journeys begin and end automatically – leaving you free to complete other tasks.

A great example of automated email marketing is a cart abandonment journey. This is where an email is automatically sent if a customer doesn’t complete a sale.

5. You Can Collect Feedback

Use email marketing to collect customer feedback on an ongoing basis. If a customer purchases a product or service from you, check in to find out how it is working for them. You could also send a survey immediately after purchase to get feedback on the sales process.

Collect feedback to inform the direction for future products and services. Email marketing surveys help you to understand interest levels in advance.

What impact has email marketing had on your business?

Ready to upgrade your email marketing performance – or add email to your marketing strategy? Let’s connect and have a chat about how to make email marketing work for your business.

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