Each online marketing practice has a different function and role in a company's campaign. Email marketing is particularly useful for keeping in touch and staying top of mind with customers. In this blog, we'll explain exactly why email marketing excels in these areas.
A crucial point that we need to address is email marketing's sustainability. Don't consider it a luxury of online marketing, instead ,see it as a kind of fuel.
A recent Business 2 Community article explains what we mean in greater detail. According to the article, email marketing has the highest ROI and is therefore most effective for growing your business:
“Email is the category generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. Despite the plethora of tools available to marketers, email marketing is simply the best bet for business growth. When you want to grow your business, acquire new customers, launch a new product, offer a promotion, you turn to email.”
In other words, don't worry about spending money on email marketing. You're going to get it back at some point. If things work out like they should, you'll get a lot much more than your initial investment.
Now onto how email marketing can help you stay top of mind with your customers. A key factor here is personalization. With email marketing, you can send messages to someone based on their demographics, behavior, and order history. You can do all of this while directly addressing their name and not having to write each message individually.
This is a lot different from, say, social media marketing. There, you post a status for all of your followers to see and hope that the message resonates with them. This works well in its own right, but it can't compete with the personalization of email marketing.
A growing practice
The other great thing about email marketing is that the practice continues to grow and expand through innovation. Some marketers have been predicting its demise since 2008 and year after year, studies show that it still has the highest ROI of any online marketing practice.
Consider how the marketing emails you get now are different from the ones you got in, say, 2006. Companies like Amazon have changed the game with innovative strategies. This Econsultancy article explains how email marketing will continue to develop with respect to personalization:
"When asked what the single biggest change to email marketing will be in five years’ time, the majority of answers involved further personalization - to the point where it is a given - with emails being entirely based around the user’s needs and actions. More than this, however, is a desire to understand how email can support multichannel marketing and customer segmentation. Interestingly, the idea of action within emails was also suggested – such as responsive forms or the ability to fill out a quote form or checkout without actually visiting a site."
So, while the level of personalization in email marketing today is clearly effective, it'll have an even greater impact on subscribers in the future.
The other change addressed in the article is the option of filling out a responsive form within an email. This might not sound like much, but as of now, the goal of email marketing is to bring users to your website. In the context of the buying process, this is essentially a hurdle.
In the near future, this won't be a problem marketers have to deal with. Subscribers will be able to fill out forms without exiting the email, which removes a hurdle from the process. This is just one example of how innovation will affect the practice moving forward.
Use social media for brand engagement and SEO for organic traffic, but save email marketing for the really important stuff -- staying in touch with customers and converting leads.
To learn more about how to improve your marketing strategies and grow your business, give us a call at 661-702-1310 or visit www.SmallDogCreative.com!