All businesses can benefit from an email campaign.  If your company or organization isn’t currently collecting email addresses from current and potential customers, and engaging them with a regular email marketing campaign, you’re missing out on an effective method of marketing. While social media has become an essential component of any successful 21st century marketing plan, discounting email is a major strategic misstep. Email is not only alive and well, but remains the dominant form of communication: in fact, email accounts triple the sum of all Facebook and Twitter accounts combined.

Integration: Another level of market targeting allows email marketing combined with other direct media more of a chance to reinforce the marketing campaign message with an audience.

Pushing the Message: Website based advertising relies on an individual to visit the website. Direct email communication allows an advertiser to ‘push’ it’s message to the target audience.

Numbers: It is far easier to collect email addresses of interested parties who can then opt-in to companies marketing emails and newsletters than it would be to collect physical addresses and send direct mail to the same interested parties.

Green: E-mail marketing is paper-free.

Low Cost: Accumulating email addresses and maintaining a mailing list is relatively inexpensive, as well as sending out a newsletter. The cost of sending thousands of pieces of direct mail would be much more expensive to reach the same number of customers. Compared to traditional advertising  like radio, television or print, email advertising costs are minimal.  Smaller lists can be emailed directly from a mail client, but even as your list grows, a subscription to a service for email marketing is relatively inexpensive. In addition, email marketing is typically much more targeted than traditional forms of advertising. Instead of an ad that goes out in a newspaper to tens of thousands of people who likely have little to no interest in your products or services, you can ensure that everyone on your email list has requested to be there, and therefore they are interested in what you  have to say.

Tracability: Clickthroughs and positive or negative responses to newsletters by customers emails can be easily tracked by many numerous tracking metrics. This allows for a measurement of return on investment as well as the effective of a marketing campaign.

Instant Delivery Time: Email is near instant and so provides the benefit of deploying a marketing campaign faster than traditional media. The ‘quickness’ of the internet also encourages immediate responses from potential customers.

Personalisation and Campaign Testing: It is easier and cheaper to personalise emails, or a group of emails, than for physical print media and also than for the company’s website. This allows a relatively easy and cost effective way to test different email creatives and messaging.

Easiest Way to Sell to Your Existing Customers: It’s always easier to sell to existing customers rather than a new one.  If you’re sending regular information and updates to existing customers via email, that is the perfect place to introduce new products and services that may be of interest to them.  Once again, this can save time and money over the traditional method of contacting your customer base by phone or ground mail.

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