One of the stalwarts of digital marketing, email campaigns are still achieving results – often results better than those newer mediums. Often put on the back-burner, often an afterthought, email marketing campaigns remain one of the most cost effective marketing tools and one of the best ways of reaching prospective customers.
Here’s why email campaigns still work:
They convert
The conversion rate (the percentage of people that visit your site and turn/convert into a paying customer) is higher with email marketing than with search engines and social media efforts combined. Why? The people on your database that you send a direct email to are there voluntarily – they chose to be connected to your business by providing their email address to you. Having signed up to receive your eNewsletter, entering a competition, providing their email to receive an ebook or similar – it doesn’t matter – they are now willingly a part of your tribe.
They provide specific data
Email marketing platforms allow you to gather specific data – receive rates, bounce rates, open rates, link clicks and unsubscribes. Why does this help email campaigns work? By comparing this data you will be able to determine appealing subject lines, popular links, the best (and worst) send times/days, and what type of material is causing people to unsubscribe. With other types of campaigns this data is harder to decipher and takes longer to formulate the same patterns.
They provide a larger audience
Regardless of your target audience demographics, chances are that they all have an email address. Conversely, not everyone has an account on every social media platform. And unless you have a cult following, people are unlikely to regularly check in with your website unless directed to.
No more hoping that people will search for the right keywords and phrases in order to see your Google AdWords campaign, no more crossing your fingers that fans will happen across your social media post – an email campaign delivers the marketing message direct to their inbox.
They are cost-effective
Many email campaign platforms offer free packages, depending on the number of email addresses on your list and the number of emails you send out. If you are not comfortable creating and managing your own campaigns, the team at Website Design Centre can help and still have them present as a cost effective marketing tool.
They create trust
As long as your content is written in a conversational style and tone, your readers will dismiss thoughts of salesy pitches and spamming and trust that you are reaching out to add value to their lifestyle. Don’t send out too many emails – just when you can offer value, have a purpose, and can lead readers to a specific action such as redeem an offer, reading a relevant article, taking advantage of a sale.
Used as a primary marketing tool in conjunction with search engine techniques and social media posting, email marketing campaigns have the continued power to achieve real results for your business. Contact Website Design Centre to learn more.
