Email can be the most powerful Internet marketing communications tool you have. First, don’t think of email marketing as simply a variation on junk mail. You know, where you send thousands of unsuspecting Netizens (Internet users) an unsolicited offer to buy your products, that’s spam.In this article we evaluated email marketing benefits and the process of how it works .
Email can be used much more effectively and more subtly. And email is NOT a stand-alone tool. Email should be an integrated part of your entire Internet strategy. For example, your Web site has links for users to send your company email. You collect email addresses from customers and prospects at your Web site. Your business cards and brochures have email addresses. Email quickly becomes an important aspect of marketing communication.
One of the reasons you use email for marketing purposes is because it’s relatively easy and inexpensive to reach a large audience. Well, it’s just as easy for the prospective customer to send a response back. It’s not very typical that a paper-based direct mail piece causes a recipient to send a reply (the recipient usually just throws it away if he doesn’t want it, right?). Not so with email. The reader can, and often does, send an email message BACK to you or your company. Inbound email can take even more work to process than the outgoing email, depending upon what the person writes. An inbound response could ask for more information, or there could be a question about pricing, product specifications, delivery issues, company background, investment opportunities, and on and on.
Email Marketing Benefits
- Email delivers $44.25 of revenue for every $1 invested when utilized properly, remaining the best marketing channel for ROI.
- Email is the digital glue holding together all the contacts from social networks, blogs, and even your yoga class.
- Email has nearly 3X as many users accounts as Facebook and Twitter combined, and email remains a significantly more effective way to acquire customers than social media—and again, nearly 40 times that of Facebook and Twitter combined.
- Emails cast a huge net with an estimated 3.7 billion people using email in 2017. By comparison, Facebook had 2.01 billion active users and Twitter had just 328 million active users in the second quarter of 2017. Social media may be sexier, but email wins the size battle, and with marketing, size definitely matters.
- Emails have more guaranteed delivery. Even the best Twitter and Facebook posts are like candles in the wind. One minute, they’re all the rage. The next, completely forgotten. And you never know if they’ll actually reach their targets.
- Emails are far more likely to reach their predetermined destinations. Only an estimated 22 percent of emails get blocked or sent to spam folders, according to research by email analyst Return Path. This means emails have a 78 percent delivery rate than other forms of marketing can’t match.
- Emails have better-staying power. An email message doesn’t just disappear. Unlike social media posts or PPC ads, an email message stays in your customer’s email account until they actively delete it…if ever. This is also a benefit of email marketing.
- According to BlueHornet, 33.8 percent of Americans check their emails throughout the day and 39 percent check emails one to three times per day. Most of the remaining respondents said they checked emails more than four times per day. 4.2 percent said more than 10 times per day. All that adds up to a ton of exposure for your email marketing messages.
- Email campaigns allow you to gauge the effectiveness of your message. Determining whether your email campaigns are successful by monitoring basic metrics like Opens, Clicks, Unsubscribes, and Spam Complaints, let’s you know if your business is sending the right message.
- Email marketing creates opportunities for you to communicate directly with your customers. On Facebook, customers can get personal by sending private messages, but the culture of Facebook is being open and public. Customers are much more likely to leave tag or comment on your business in their posts. So this is an important email marketing benefit
- If someone responds to one of your email messages, they’ll most likely do so by hitting the reply button. This chance at a private, one-on-one communication is invaluable. A person who is interested enough to engage you in conversation and join your email list is highly likely to become a customer.
- With email marketing, you are in complete control. You define when to contact your audience, exactly who in your audience to contact, and what message to send. With other marketing methods, you simply do not have that kind of control.
- Your email list can be divided up however you’d like. You can launch email marketing campaigns aimed at either potential buyers or returning customers. The possibilities are endless relying on the information collected when people sign up for your emails.
- Emails increase website traffic. Want to bring customers back to your website? Dedicate an email campaign for that very purpose. For example, you can do this when you want your customers to check out a big sale or a special landing page.
- You can also use email marketing to advertise blog posts, do-it-yourself guides and other interesting content on your website. People who click through may share your content and provide backlinks, bringing even more value to email campaigns.
- There are a lot more Email marketing benefits, the marketing can help you build a relationship with your leads that convert into sales down the road. At times, weeks or months may pass before someone responds to an email with an online purchase or a phone call. In the meantime, you can continue to build your relationship with your audience by presenting them with helpful and compelling email content.
How Can You Use Email?
Email is versatile. You can use email to support or enhance any of the different aspects of marketing and customer communication—advertising, customer service and support, and branding. Four areas stand out:
- Ongoing communication
- Service information
- Customer service functions
- Direct marketing
Direct Marketing with Email
The online equivalent of direct mail, only better. The cost of creating and delivering email marketing efforts can be significantly less than direct mail. A successful campaign can bring in results or inquiries as high as 25%, compared to the average of 1% or 2% response from direct mail. One of the great aspects of successful email marketing is that the reader who finds your message to be of interest can easily forward the message on to friends who might also find it of interest. Rarely with direct mail will anyone ever put the letter in a new envelope, address it to a friend, put on a stamp, and send it out again!
Even so, email marketing campaigns need serious thought to be successful. What exactly are the procedures and costs involved in email marketing? There are four steps:
1. Produce the message
2. Obtain the recipient list
3. Deliver the message4. Manage email responses (both from email marketing and your website)