02 Oct Why Email Is Still Important For Your Business
One of the most important ways of engaging with your clients is through the use of social media with sites like Facebook, Instagram and Twitter. But for most industries this shouldn’t be your main channel even though some people claim that email marketing is no longer an effective tool due to social media.
However, these are simply misconceptions that do not have any proof. Research shows that there are 3 times more email accounts than there are Facebook and Twitter accounts combined. And that email open rates are in the range of 20%-30% depending upon industry which means your message is likely to be seen 5 time more than that of a Facebook post.
Email marketing is one of the best ways a small business can market their products or services to potential customers both online and offline. It makes the conversation with their customers more personal since the message is delivered directly to a client’s inbox.
Here are some reasons email marketing should be your top priority marketing tool in your business.
It builds relationships
Building brand loyalty and trust in customers takes lots of patience and hard work. Email marketing lets you build relationships with potential, past and current clients by contacting them directly about your brand through their inbox. You do not have to feel like you are invading their private space since they can always go through their emails at their most convenient time. If you have any new products or services, you can introduce them to your email subscribers by sending to them newsletters, discount vouchers and information about events via their email inboxes. If each email you send out to your clients makes them feel valued, then your marketing campaigns should be able to result in higher sales.
Sending out emails as a form of marketing plan is much lower in terms of costs than other types of marketing strategies. Since this form of marketing is scalable, you can choose to commit much or less of your time to email marketing. In Australia startups, one of the most preferred free email marketing tools is the MailChimp because it has some excellent features, an easy to use interface and it’s absolutely free. I also use Constant Contact and Campaign Monitor
One can choose to opt out anytime
Marketing via email usually comes with an opt in protocol in which people who willingly subscribe to your mailing list are expected to click to a link that is send to their email addresses so as to confirm their subscription. However, in email spamming, the receiver is never notified and messages are send to their inbox without their consent. Still, if as a customer you feel you are not getting what you expected, you can opt out of their subscription by clicking on the unsubscribe button. Therefore, business owners need to send well thought out emails that add value to their subscribers.
Email marketing allows a business to measure its effectiveness better than any other type of direct marketing. You can easily track each opened mail, click, email shared all through to the actual sale. This is so different from direct mail spamming where one cannot tell the number of emails that went directly to the bin. With email marketing, you can be able to tell whether your campaign has worked, identify where it didn’t work and what exactly did not work. This lets you learn from your experiences and use the feedback to customize your email activity to the needs of your customers.
It outperforms social media
In a recent study, email marketing was found to have 40 times more conversion rates when compared to Facebook. This could be because with social media, posts are easily “buried” while one can easily log into their email accounts after weeks and still find their emails waiting for them. Of course, we cannot overrule the importance of social media in marketing. However, it’s important to remember that targeted email marketing is king in marketing your small business.
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