Email marketing was one of the first channels used in digital marketing. However, this doesn't mean that it's no longer of value.
Perhaps you're an SME or a start-up with a limited budget. Email marketing is a great, low-cost way of getting your message out there. So why should you give it a try?
- It's cheap
- Emails are a targeted, direct way to contact your subscribers, including current and previous customers as well as prospects
- Email campaigns help build a relationship with your database, and target subscribers at different stages of the lifecycle
- They can prompt sales from new customers, encourage repeat purchases, increase sales conversion and up-sell/cross-sell other products or services. You can even use email marketing to highlight location specific offers and drive people offline to your shop
- They help increase brand awareness, keep your brand fresh in your subscribers minds and drive targeted traffic to your website - so that when they do require your product or service, you are first in their mind
- You get trackable, measurable results from campaigns. They're a highly measurable form of marketing with statistics available to delve into every part of what happened during your campaign, when it happened and how often it happened. By using all the data available your campaign can be monitored, tested and optimised to ensure the highest result possible is achieved
- Fast delivery – email is perfect for communicating with customers for limited time or availability offers
- High ROI (Return on Investment) – a percentage of marketers use email campaigns, with many acquiring 50% or more of their business through this channel
- Email can catch people on the move viewing email on their mobile devices
- You can personalise communications using the data collected in your database
- You gain feedback from your customers. For example product reviews can be directly asked for through your emails, as well as giving you the opportunity to deliver online surveys to subscribers and increase the amount of data you hold about them; enabling you to personalise your campaigns further with this information in the future
So should you use your existing contact list or buy one in? Your own list will be of more value and the recipients are likely to be good prospects, and possibly even 'warm'. Bought lists can be very expensive and may not be as targeted as your own.
Don't forget that it's illegal to send unsolicited emails, so your contact list should have 'opted in' to contact - for example by signing up to a newsletter or entering their business card into a draw at an exhibition.
Try using a free, third-party email provider like MailChimp. It's free to send 12,000 emails to 2,000 subscribers so is a great starting point. We also love Campaign Monitor, although they charge small monthly fee.
Give us a call if you need help putting your email together - even if you're already using MailChimp or Campaign Monitor, a well-designed email newsletter will have much more of an impact and a higher click-through rate than one put together by a beginner!