The Power Of Email Marketing Goes On
Every day, our email inboxes are bombarded by a series of automated emails, that mean that our digital life involves that on-going task of deleting or unsubscribing from them, be they invited or unsolicited. The sometimes onerous or irritating task can make us think of email marketing as outdated and ineffective.
If you are one of the email marketing detractors, then ask yourself why so many companies still bank on returns from their investments into this foundation marketing technique. There are still a number of reasons why you should take email marketing seriously as part of your sales funnel.
According to Campaign Monitor’s blog, email Marketing, on average, generates $44 for every dollar spent. This 43:1 return on investment is not to be sniffed at, when this relatively cheap marketing tool is implemented properly.
Statista has estimated that 319.6 billion emails would be sent and received on a daily basis by 4.1 Billion users in 2021. This number is expected to increase to more than 376 billion daily emails, by 4.6 billion users by 2025. Email use is truly colossal, because it is convenient for marketers and interested readerships alike. Emails we will read include pretty much anything, from our work emails, to selected newsletters, invitations, offers and promotions from companies to whom we have given our contact details; we order or confirm bookings, accept payment receipts and much more. Love it, or be frustrated by it, we are attached to our email accounts…
In fact, it is estimated that we open our email inbox contents as many as 20 times per day, chasing, sorting and responding to our emails. So, if you’re not utilising Email Marketing in your marketing funnels, you are missing an essential and affordable piece of the marketing puzzle.
If you get it right, you don’t have to worry about your emails being deleted before even being read! In a report published by Mailchimp, a leading automated email service provider, the average email Open Rate for all industries was calculated to be 21.33%, with an average click rate of 2.62%. If you work out what that means in terms of your email list, this is a significant market who are generally already warmed to you.
Communicate More Through Email Marketing
Email marketing is one of the greatest tools for having a direct conversation with your customers over an extended period, so long as your readership continues to accept your drip fed messages. Your (generally) one way conversation begins from the very moment a prospect willingly subscribes to your email list and opts into your pre-set messages. From this moment onwards, you have endless opportunities to turn your subscriber into regular and loyal customers, to test the success of messages affordably and generate good will for your brand.
In a series of apparently ‘personalised’ emails, where audiences are broken down into ‘market segments’, you can introduce yourself in different ways and tell them more about your industry, your company and brand, as well as introducing your products and services in light or heavy touch approaches, depending upon response rates.
Your systematised campaigns can show people social proofs and what other people have reviewed and rated you in the past in order to engender trust, that can warms the reader towards you, versus your competitor. You can inform preferred customers of an ongoing offer or promotion, available exclusively to them as valued customers.
Once you have them converted as a customer, you can keep subscribers coming back for more, by upselling and cross-selling your products, or simply informing them of a new product release. You can monitor response rates and divert differing customers into alternative message streams, so what they read is tailored to their interests. In this respect, email marketing is an effective tool to target your varied audiences, to acquire new customers, engage them and keep your customers long-term.
Email Marketing With Intent in Mind
There are generally four types of email content categories that marketers use, with a different intent in mind:
Informational. These emails are to provide your subscribers with helpful information about you, your company, your industry, how-to instructions, or announcements about how they can make savings on new product releases, or services offered.
Transactional. These are emails that facilitate a transaction, or tangible step in your customer relationship; they provide an update on an ongoing transaction, such as an order availability or tracking. This type of message include emails about abandoned checkout reminders, order confirmation, shipping and delivery confirmation, invoices, or to provide customer service.
Relational. These emails are aimed at customer retention, often involving sending a message to your existing customers, requesting feedback, or offering to engage subscribers and nurture relationships with them with promotional offers for their eyes only.
Promotional. These emails aim to acquire new customers, or generate more sales from your existing customer base. These messages include invitations for subscribing to a discount code, such as when promoting new product releases. They can also upsell or cross-sell products and encourage your target customers to buy a product, based on their previous habits, or signals via other channels, such as social media.
Personalise and Target Your Customer using Automation and Segmentation
As your business and brand grow, it becomes ever more difficult to give your customer the personal attention they need and to target each and every one of them, based on their particular needs. Hence, it is important to build your email lists and segment them, according to tastes and demographic characteristics.
Customer segmentation is an efficient way to group your customers, based on their demographic attributes, browsing activities on your site, purchasing histories and frequencies of engagement. This need not be an onerous task and means that you are better able to give audiences more of what they want as you categorise groups. Thus, each customer can receive that personal attention they require and feel valued, because they know that you have their interests in mind with appropriate messaging.
Of course, none of this can be achieved without a level of automation. With the help of email automation, you can create workflows and logic-based rules. so that your customers will receive the right message at the right time, to keep them engaged and interested in you. Thus you generate more revenues, adding to the customer lifetime value, which in turn creates virtuous cycles.
ADSRUNNER Email Marketing Services For Your Business
Email Marketing is one of most important parts of any marketing funnel, not least because it is cost effective and has been proven to work, which explains its popularity as a marketing technique.
It is a powerful loyalty tool, as much as a sales device, which means its impact can be both long term and immediate. It is a flexible communications tool, serving each reader’s pre-defined needs.
Whether you want to use your email communications for the softer approach, to warm your audiences to your brand, or to promote a product with a shorter sales cycle, email marketing is flexible enough to do what you need it to do.
Many businesses find that the familiarity engendered by keeping in touch means that your audiences keep you in mind when they are considering future purchases.
Email marketing enables your customers to consistently engage with you and you with them. The data generated from their behavioural responses empowers your marketing teams with the confidence of telling the right story, to the right person at the perfect time.
Let AdsRunner email marketing experts help you leverage this proven, powerful marketing channel to build dialogue with your audiences. As a form of direct marketing and digital marketing, integrated into your marketing campaigns, once set up in terms of automation of message streams, your efforts pay off not only in goodwill and sales, but build some invaluable insights on your customers.
Talk to our team today about how email marketing can be made to work for your given requirements at different points in your sales cycle and for your diverse audiences.