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Why Email Marketing Works For Business Today


Email marketing is a core component of digital marketing, which if you’re wondering, is basically traditional marketing online. With traditional marketing, you’d do a DM (direct mail) campaign with digital marketing you do an email marketing campaign.

Traditional marketing still has a share of marketing budgets, but it’s digital marketing that gets the lions-share of investment because it wins in areas such as immediacy, interaction, conversion and measurement.

Email is also used by other digital marketing channels, to reach out and pull visitors online, for example, the social media giants like Facebook and LinkedIn deliver bulk emails every day to their members to pull them to their sites. Once online ideally the user will engage with their revenue-generating SMM either as a client purchasing ads or as a visitor clicking on ads.

Email marketing is available to all and sundry, and it’s been around a long time so it’s left it vulnerable to spamming and phishing and other criminal activity.

Email recipients find it hard to recognise a real from a fake email and many users have been parted from their money just from clicking on malicious malware links. The good news is, the prevalence of this activity has heightened awareness and the availability of free antivirus software for devices and software like email apps.

Plus also coming to the party to make email safe is Governments. Most countries have stepped up with anti Spam legislation like the CAN-SPAM Act.

Email Service Providers

ESPs (email service providers) have also stepped in with secure bulk email delivery software that improves delivery success. Businesses now have email filters on their servers, to prevent delivering spam to their workers so the email delivery component of email marketing is naturally very important. Your business has spent time creating the perfect EDM (email marketing message) only for it to fail on delivery, i.e. not get passed the spam filters.

All email headers contain sender information, and business spam filters are triggered if it’s not valid. ESPs also manage email bounces, unsubscribe as well as subscribe requests.

Advanced Personalization

For the ESP user, there are also features like advanced personalisation, which is a big step up from just adding in the recipient’s name on the email message.

You can professionally create your email message, and use advanced personalization, i.e. use the recipient’s data to set the criteria for email delivery so only the recipients that are a match with the criteria get the email. A basic example is your recipients have provided their city, and on delivery, you can set the criteria to send an email to recipients residing in one city like New York.

There are so many uses for email marketing to communicate and manage the customer journey including the use of follow up emails. Autoresponders are perfect for driving conversion and measurement.

Why use email marketing?

Email delivery

Social media marketing should be more effective if you look at the number of users; however, according to surveys email accounts will reach 4.9 billion, so email is almost three times more popular than Facebook and Twitter.

Email validation services have improved delivery rates with emails achieving 90%, whereas Facebook will let only 2% of your page followers view your ad or post.

Cost and ROI

Email marketing has a broad reach, and its cost per email is low compared to other digital marketing strategies like PPC and SMM. Email also delivers on ROI with the right content.

Content should be engaging, share tips and knowledge and calls to action (hyperlinks) to continue reading or learning about a product on your website.

Driving conversion

There are so many ways to improve the rate of conversion from emails. Use the measurement of earlier email campaigns to create and deliver targeted content based on recipient personalized data, i.e. wants and likes.

Opt-in functionality for self subscribe and unsubscribe from emails improves conversion. With the opt-in seek to get more data from your recipients, including their interest in your email content. Get permission to send promotional emails and follow up with a simple survey to ensure that the customer is happy.

The honesty of email is if it’s not targeted to your recipients, they will let you their disinterest by eventually unsubscribing from your email list. Therefore make every email campaign count and reap the rewards (high conversion rate) for your hard work.

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