Email marketing is a very effective way for companies to keep their client base engaged and advertise their goods and services to prospective customers. 86% of consumers share that they enjoy receiving information from businesses they frequent, and 60% claim that email is their preferred method of communication.
These stats show how email marketing is a low-cost marketing strategy but with a very high return, so there’s no reason why you shouldn’t be sending out newsletters and email marketing campaigns to stay top of mind with your client base and increase your chances of getting repeat business!
Benefits of Email Marketing
1. Email Newsletters: Cost-Effective Direct Marketing
Regular newsletters are a great way to keep in touch with current clients, strengthening your relationship with them. They are a great way to introduce and promote products or services and get the word out on any promotions, discounts, contests, deals, specials, or any other offers you might want to let your customers or prospects know about. This makes sure your customers don’t forget about your company and keeps you top of mind as a trustworthy and reliable solution for their needs. It also boosts repeat business by fostering loyalty, leading to higher rates of customer retention, so clients don’t look up other alternatives or turn to competitors.
On top of newsletters, which are regular communications, businesses can also leverage their email list for sending e-blasts as part of specific marketing campaigns like product launches, contests, special events, and more. You may do this in addition to your monthly newsletters for special projects you want to track.
When combined with engaging design and built-in links, and interactive calls to action, email campaigns and newsletters help maximize reach, ultimately impacting conversions like clicks and sales. Email marketing, in fact, delivers an average return of $36-$40 for each $1 spent. Being one of the most low-cost but highly effective tools alongside SEO content, email marketing turns customers into potential returning customers and long-term buyers, without a large investment other than time.
Since the only downside is that it requires time and energy to craft effective and attractive newsletters as well as email marketing campaigns, many businesses outsource this task to an experienced marketing team. Email marketing outsourcing has numerous benefits, like getting content pre-made for many months or even a whole year and leveraging an expert team’s knowledge, saving valuable time and resources that can be invested in other tasks.
2. Enhance Communication Through Data Collection
Nowadays, thanks to Customer Relationship Management systems (CRMs), you can go beyond mass emailing by targeting individual clients or a particular group for specific email campaigns based on their needs, preferences, and interests. These tools track demographic and behavioral data and create customized mailing lists. They also report metrics like open rate, click-through rate (CTR), conversion rate, bounce rate, and unsubscribe rate, maximizing your success. This allows you to adapt your content and email frequency accordingly for the best impact, just like it does for other marketing channels like social media.
You can also input customers’ birthdays in the database, for example, and send them special birthday deals to add that extra personal touch. It’s these same tools that pre-fill customers’ names and other individual information into emails, tailoring your communications and customer relationships to each client or prospect.
Most robust email marketing software have embedded tools for tracking and analytics, allowing you to track your newsletter or email campaign performance, ultimately leading to higher efficiency, improved customer service, and increased conversion or customer retention rates.
3. Boost Business Productivity With Email Automation
Another way that online newsletters allow businesses to save time is through email automation. Most email marketing software provide different automation capabilities to fit your business needs and helps you save time while delivering timely, consistent, and relevant communication to your clients and prospects.
When combined with email automation systems, the categorization feature that CRMs offer enables you to have different communications and contact lists for your B2B and B2C relationships, ensuring both segments receive their unique promotions or news in the most effective manner. The same can be done for contacting partners, suppliers, affiliates, and other organizations or individuals that might need their own unique approach.
An email autoresponder is another tool you can take advantage of to boost your marketing efforts through automation. It consists of a sequence of pre-written messages that are automatically sent to people on your email list. These have now evolved into email marketing software with varied integrations that allow you to nurture leads, build client loyalty, and manage customer interactions more easily via email.
Getting Started: How to Build Your Contact List
Although you can meet people in person and collect their emails to add them to your newsletter with their consent, in the online arena, that process is handled automatically through an email opt-in box. As you already know, building a list of contacts to whom to send emails is difficult for most businesses, especially new ones. So, having an effective lead generation mechanism to collect this information is crucial. That’s where the automated opt-in box comes in as a key part of your CRO strategy. This box can be on your website or landing page, for example, in designated spots like the footer or header, or in multiple locations to maximize its visibility.
You can build an opt-in list even if you don’t have a website, but having one will significantly help your email marketing efforts. If you don’t need a full website or if you are running a specific campaign you want to brand and track independently, you can also create a landing page. A CRO-designed landing page is a one-page website that includes your pitch, an offer, a call to action, and a sign-up form to collect visitors’ email addresses.
A blog is also a wonderful place to gather emails. SEO blog articles are extremely efficient in increasing traffic from search engines like Google and Bing and driving new people to your website, which translates to getting more leads and conversions. A blog with relevant SEO content will help you build an audience of people interested in your topics. In a search-engine-driven and now also generative-AI-driven online market, content is key. So, if you engage your visitors with useful information, they will perceive you as an expert in your field. Adding an opt-in newsletter subscription box allows you to collect visitors’ email addresses, so you make the most of each of your website visits.
You can also make list building a key goal of your social media management approach by encouraging your followers to visit your page and sign up to your mailing list. Some PPC advertising campaigns, whether they are paid social media or paid search, can also yield email newsletter signups, making them one of the tools worth exploring as part of your comprehensive marketing strategy. Lastly, building relations through PR techniques, partnerships, or affiliate marketing programs can offer unmatched business development opportunities that allow you to reach new audiences and further grow your email list.
Once you have your list ready, your lead generation strategy defined, and your automatic subscription form active on your blog or website, you can start nurturing your audience either by sending newsletters, email marketing campaigns, or email autoresponders and grow your business beyond expectations.
Maximize Your Investment with a Well-Rounded Marketing Strategy
Before moving forward, it is important to note that email marketing is essentially the process of monetizing your email list. Most organizations can profit from email marketing, but you must master all its aspects to reap the rewards. This is why having a dedicated team to assist you can be a rewarding investment for your business.
Although email marketing is a powerful tool all on its own, it is most effective when supported by other marketing elements like:
When designed by an expert team, this synergistic approach uses the right tools, at the right time and in the right amount, to achieve the desired result, elevating and transforming email marketing into a business development, sales, and profit powerhouse designed for your business growth.
Book a consultation and start reaping the benefits of email marketing with a strong and comprehensive marketing strategy!
