Why Email Marketing Is Important For Your Business

Stay In Contact With Your Audience

What’s one of the best ways to market your business and grow sales? Email! Contrary to popular perception, email marketing is not dead. In fact, it is very much alive and kicking and offers great ROI. Whether you are looking at lead generation, customer retention, bringing in new users or boosting engagement, email marketing tools and email marketing softwares can help. Here are a few reasons why email marketing is important for your business.

Email Marketing allows You To Stay In Contact With Your Audience

Similar to marketing automation and CRM, emails have the ability to keep your customers informed and up-to-date with what is going on in your business and what you have to offer. And the best part is, customers have the freedom to check their email when it is convenient for them, making it a little less intrusive and in-your-face. Remember, these are people who signed up for your emails and genuinely want to hear from you, so keep them in the loop!

It’s Affordable

With email marketing, you can reach a large number of people at a relatively lower cost compared to digital campaigns and social media campaigns. Mail Chimp, for example, allows you to send up to 12,000 emails per month for FREE. And, according to Campaign Monitor, every $1 spent on email marketing generates around $38 in ROI – that’s a pretty sweet deal!

Traditional marketing channels like television and print can get very expensive with the fees involved, which isn’t the case with email marketing. The only real investment you will have to make is to hire a resource who can manage your campaigns.

Email Marketing allows You To Create Targeted, Customized Messaging

What exactly is email marketing? It is about segmenting your audience/customer base into lists and sending each list a tailored message that speaks to them and provides something of value to them. (With social media, on the other hand, you end up speaking to all your followers en masse, which means you can’t offer them specific products or services based on segmentation.)

Customized Messaging

Your customers and audience are at different stages in their buying journey. Some may be in the consideration stage, others in the research and comparison stage and some others may be in the ready-to-buy stage. With email marketing, you can create messages tailored to each of these segments to encourage them to take the necessary action and move on to the next stage of their journey.

It Can Help You Reach More Mobile Customers

Mobile marketing and email marketing go hand-in-hand. Why? Because most people today have access to their email on their fingertips thanks to smartphones. Research shows that two-thirds of all emails are read on mobiles or tablets.

Your emails need to be easy to read on mobiles. And with the kind of smart designs and templates available today, it’s easy to create email content with responsive design that looks great on small screens. When crafting email for the mobile, keep a few things in mind, like:

  • Adding alt-text
  • Using images of optimum size
  • Using buttons instead of online CTAs 
  • Evenly proportioned text and images

It’s Actionable

What is an email telling the reader? Apart from informing them, it’s also encouraging the user to take an action. This could be something as simple as replying or forwarding to a straight buy. The transactional nature of email makes it the ideal vehicle to get customers take that action and move up the sales funnel. Here are a few things you can do:

  • Ask them to sign up for something
  • Redirect to blog or website
  • Request a share on social media
  • Offer a discount
  • Point them towards a sale

Email inspires action of some kind, and this helps you grow.

Social media marketing

It Has Wide Reach

Pretty much everyone uses email –a Hubspot survey says that 91% of consumers use email,  which gives you unparalleled reach, comparable only to that of social media platforms. The mass adoption of email makes it the ideal channel for marketing. And unlike social media where you have to speak to your entire audience through a post they may or may not see (thanks to ever-changing algorithms), with email, you have a direct line of communication with your customer/subscriber and sacred space in their inbox.

From being economical to inspiring action and having unsurpassed reach. Email has several things going for it as a marketing channel. So don’t ignore the power of email and incorporate it into your marketing strategy today, and stand to benefit!

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