In the last decade, online marketing has become an extremely popular and effective way to attract, engage, and retain customers. Marketers leverage the power of digital marketing to create awareness, attract buyers, and engage with potential and existing customers. The shift to online marketing has been so drastic that some of the biggest brands are also some of the most popular companies on social media. To learn more, I suggest you read these articles.
The Rise Of Email Marketing
Although email marketing has been used for many years, the rise of social media and digital technology has significantly changed the way marketers approach this type of marketing. Today, more and more businesses, brands, and marketing teams are relying on email marketing strategies. In 2019, 52% of U.S. adults use email, and 66% of those people use it daily. Additionally, 83% of people who use email use it to communicate with businesses and brands that they like. This means email is a highly functional marketing platform with a wide reach and flexible enough to fit almost any business or brand.
What’s more, email marketing allows you to build and nurture relationships with customers. Studies show that when customers feel as if they are part of a community, they will be more engaged and loyal to that brand or company. A brand or company that I work with, Hello Fresh, focuses a lot of their marketing strategy on building a community. They use various platforms, such as YouTube, to communicate with their audience. One of their videos provides a behind-the-scenes look at how their product is made and how it is packaged for delivery. In this video, they show prospective customers what they’re like and give them a reason to buy their product. Moreover, they use email marketing to provide regular discounts and exclusive offers. This video has received over 16 million views on YouTube.
The Benefits Of Email Marketing
Email marketing can be a highly effective tool for brands and businesses of all sizes. Here are some of the benefits of email marketing:
- It’s cost-effective.
- It’s flexible.
- It’s highly targeted.
- It has the potential to be highly personalized.
- It’s measurable.
- It’s easy to set up and manage.
- And, finally, it’s accessible.
Let’s take a quick look at each of these benefits.
1. It’s Cost-Effective
If you’re wondering if email marketing is cost-effective, the answer is a resounding yes. Email marketing doesn’t require costly ad campaigns, flashy websites, or expensive mobile apps. Moreover, with email marketing, you don’t need to rely on any one platform or service to deliver your message. This is critical, as relying on just one platform or service can leave you exposed and, ultimately, vulnerable. For instance, if you use Google email, you’ll only enjoy limited features and be subjected to their whims and fancies. With email marketing, you can leverage the power of various platforms and services to grow your audience, engage with current and potential customers, and, ultimately, increase your sales.
2. It’s Flexible
With email marketing, you don’t need to be limited by traditional marketing channels or methods. For example, if you want to promote your business or brand in Thailand, you’re going to have to rely on traditional marketing methods, such as radio ads or billboards, to get the word out there. With email marketing, you have the flexibility to target users based on their interests and demographics. Additionally, with email marketing, you can try out various types of content, such as emails, blogs, and websites, to engage more customers and drive them to your store. Moreover, you can use various platforms and services to reach your audience, including; but not limited to, email, SEO, social media, and more.
3. It’s Targeted
With email marketing, you can get very specific with your targeting. You can target users based on their interests, demographics, or location. Moreover, you can use various platforms and tools to target the right audience for your product or service. For example, if you’re selling hammocks and you want to target men between 18 and 25 years old who live in Panama, you can create an email list using demographic and interest targeting to send out an email with a customized offer. In this case, you’ll want to use an email marketing service that allows you to build and send out automated emails, such as Mailchimp.
4. It Has The Potential To Be Highly Personalized
With email marketing, you have the opportunity to be highly personal with your interactions with customers. You can build and nurture a relationship with your customer by providing them with useful and personalized information. Moreover, you can use various platforms and tools to gather detailed information about your customers. For example, you can use Google Analytics to track the devices your customers use to access your site and the locations (geographical regions) from where they come. With this information, you can determine the effectiveness of your marketing efforts and personalize your interactions with customers.
5. It’s Measurable
The metrics and data that you can measure with email marketing are almost limitless. You can use various tools to track the effectiveness of your campaigns, from click-throughs to conversion of an existing customer to a sale. Moreover, you can use analytics tools, such as Google Analytics, to measure the success of your marketing campaigns and identify the content that attracted the most interest and engaged users.
As you can see, email marketing is a versatile and cost-effective tool that can be used to reach and engage customers. If you want to learn more, I suggest you consider looking into it.