Email is one of the oldest forms of digital marketing and a great many new techniques have come along since the days when those first AOL email addresses were issued decades ago. PPC marketing, SMS messaging and of course social media marketing.
All this innovation has led many businesses to stray away from email marketing – or never try it at all – convinced that it’s an outdated form of digital marketing. However, nothing could be further from the case, especially for a smaller business or one that primarily operates locally.
In fact, email marketing is still one of the most effective ways businesses can reach their target and engage their target market. As a part of a larger digital marketing plan it still deserves its place and here are just five very good reasons why.
1. Email Marketing is Cheap
Very few smaller businesses have a single dollar to waste, so any marketing campaign they undertake must offer the best possible ROI. Email marketing is very cost efficient.
Making use of a service like MailChimp or Constant Contact allows for customized, CANSPAM compliant messaging to be sent to a selection of email lists (allowing you to target different audiences) for a very minimal cost. Yes, there is effort involved in creating the message content but no form of digital marketing does not call for that.
2. Email Marketing is a Great Way to Reach Mobile Customers
One of the bigger challenges facing any company these days is catering to the growing number of people for whom mobile has become the primary way they access the Internet. Email is a great way to do just that.
According to an April 2016 Pew Research report more than 55% of people now read their email via their mobile device primarily and so the fact that email can be easily optimized for mobile is a real plus. And while SMS text messaging can also be an effective way to reach mobile customers it does cost some consumers money whereas email is free to read, so they may be more likely to sign up for an email list over text alerts.
3. It’s a Great Way to Keep Customers Informed
Did you know that a recent Nielsen survey reported that 28 percent of US online shoppers actively seek out a way to subscribe to store or product emails to stay informed? That means that if you don’t offer such a list you may be missing out on a very valuable chance to connect with your customers and build that all important customer loyalty every business is looking for.
4. Email Coupons Drive Sales
In the same survey that we just mentioned it was also found that 27 percent of US online shoppers subscribe to store or product emails to save money. This goes hand in hand with 2015 Deloitte research that found that 65 percent of consumers say email coupons are important when shopping online. Email coupons do work and if you can set them up so that customers can use them directly from their phone – which is easy to do – they work even better.
5. Email Marketing Can Boost Your Other Marketing Channels
Email marketing alone is NOT enough in this day and age. You do need to maintain an active social media presence and you do need to actively market content, via blog posts, explainer videos and sometimes more. Where email marketing can be even more helpful is that it can boost the reach of these efforts too.
Including a link to your latest blog post and social media links to encourage follows and shares in your emails is easy and it’s a great way to boost all of those other efforts at no additional cost.
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