The Email Marketing Series
- Part One – Top 10 reasons why I should run an email marketing campaign
- Part Two – How much does it cost to run an email marketing campaign?
- Part Three – Why your competitors use email marketing to get more business
- Part Four – What should I include in a marketing email?
Email marketing is a powerful tool
Email marketing is one of the most powerful marketing tools around for businesses today. Marketing emails can make a great deal of difference to your business, encouraging new and existing customers to buy from you. Why should you use it? Read on…
Here are the top 10 reasons for running an email marketing campaign for your business:
1. Email is cheap!
- No printing costs – no need for thousands of flyers or leaflets to be printed
- No postage costs – pricey stamps are not needed
- No packaging costs – you don’t need to pay out for envelopes and other stationary
- Email marketing distribution companies charge a tiny percentage in comparison to postage costs e.g. MailChimp, Aweber, etc.
- Keep under 2,000 recipients with MailChimp and you won’t pay a penny
- If you are targeting a very small number of clients then you can send your marketing emails from your own email account for free (beware of spamming – see point 9)
2. Email is (almost) instant!
- No 2-5 days delay, waiting for the post to be delivered
- Your email arrives in your recipient’s inbox within minutes of you sending it
- See an increase in conversions in hours rather than days/weeks
3. Email can easily reach a wider audience
- 1.5 billion smartphones worldwide, that’s 1 for every 5 people in the world – each one has one or more email accounts
- Cheaper cost means you can distribute your marketing email to more people
- Email allows you to reach different target audience groups at low cost – based upon your customer profile research
- You may differentiate email content depending on the demographic you are targetting e.g. age, sex, location, job role, income, etc.
- Experiment with differentiated emails (A/B or multivariant testing)
4. Email is high impact
- Send your email to more people, the more likely someone will click through and buy your products as you have been able to reach more people than if using print and post
- Good copywriting hooks potential clients
- Eye-catching visuals encourages click-through
5. Everyone checks their email at least once per day
- People check their email several times per day and sometimes instantly when their phone chimes the arrival of new mail
- Email is the second most popular method of communication (second only to text messaging)
6. Send emails internationally at no extra cost
- No overseas postage costs – it doesn’t matter where in the world you send your marketing emails, it will still cost you the same as if sending to your neighbour
- Send to anyone with an email account no matter their geographical location
- No additional postage times or delays as with regular airmail – local post can be slow, but international post can take an age to arrive – flight delays, adverse weather conditions, strikes and demonstrations;
7. Tracking made easy – it’s very easy to track clicks
- Know when your email is opened, links are clicked, and purchases are made
- See which email format and/or content is most effective by evaluating the results of your A/B or multivariant testing
- See which demographic is most responsive to help focus your next campaign
8. Staffing – everything can potentially be done by one person
- Basic marketing emails could be designed, written and distributed all by one person
- No need for an army of staff stuffing envelopes
- Distribute to your whole mailing list with a single click
9. Distribution services
- Less chance of email going into recipient’s spam box if you use a distribution service like MailChimp or Aweber
- Email marketing distribution companies are white-listed
- Use the service for distribution and tracking
- Set your own trackable goals and receive a report of success
10. Guaranteed delivery
- If the email addresses you provide are correct you can guarantee the email will arrive in the recipient’s inbox
- No ‘lost in post’ scenarios
As soon as you possibly can, start collecting email addresses. Have a sign up form on your home and contact pages. Give people a reason to give you their email address e.g. free ebook or download; somthing that will help them. Once you have email addresses use them, schedule your marketing email campaign (you don’t want to spam, no one will read your emails if you send them out too often), and start sending out your branded emails.
With consistent and persistent branding, your email recipients will instantly recognise your emails. With excellent design and writing, your emails will make recipients sit up and take notice. Offer the recipient something they need or want and they will click the links in your email and make a purchase.
Email marketing is a powerful tool if used correctly. Try and see for yourself.
Have you found email marketing to be a useful tool? Have you seen an increase in customer awareness and/or revenue due to your email marketing campaigns?
Not sure where to start?
Top 10 reasons why I should run an email marketing campaign
Why your competitors use email marketing to get more business
COMING SOON – Examples of Marketing Emails