No business can afford to ignore a largely free marketing tool. Rumours of its demise are unfounded, and every organisation can use this brilliant, personalised communication option. We outline the benefits of email marketing for 2020.
Sometimes, it’s not what you do that matters; it’s how you do it!
That applies to various marketing tools and techniques, and certainly to email marketing campaigns that produce measurable results.
With so many new digital methods to communicate, inform, influence and persuade, emails are sometimes consigned to a back shelf. There are also plenty of examples of how badly they can be written, distributed and received!
However, they are still a vital part of marketing strategies. Particularly for eCommerce ventures building strong market share and steady sales growth.
With care and planning, email campaigns can be an excellent and highly individualised way to boost lead conversion and customer loyalty.
This article looks more closely at the benefits of email campaigns for 2020 and beyond.
Individualised and direct email marketing
Unlike many other marketing methods, email campaigns create an immediate connection with individual customers, referring to them by name and implying an existing relationship. This is powerful stuff in an era when consumers are hungry for personalised services.
Yet emails have incredible demographic reach – they are part of everyday life for many people, of all ages and in highly diverse consumer categories.
In fact, in 2019 there were 3.9 billion email users worldwide. Predictions are that by 2023 this figure will increase to 4.3 billion. That’s 50% of the global population!
One of the myths about emails is that mobile phones – and alternative messaging offerings like SMS – have rendered them obsolete. No true. Around 46% of all emails are opened via a smartphone!
Responsive and flexible
One of the major benefits of email marketing campaigns is the creative ways these communications can be worded and presented, for a multitude of purposes.
This pivots on the best use of marketing data.
For example, to counterbalance the scourge of abandoned shopping carts a customer email could be sent to gently nudge them to return to complete their order. “Do you still want that beautiful nest of coffee tables?”
A completed purchase could stimulate an up-selling or cross-selling action. “Now you have that beautiful nest of tables, why not buy a matching bookcase for 20% off!”
Marketing emails can re-ignite dormant customers, create referral systems (recommend to a friend) and incentivise customers to buy more, more often. For instance, “To thank you for purchasing the tables and bookcase, here’s 10% off your next order with us.”
You can also use them to stimulate vital consumer feedback, including to collate positive reviews and testimonials.
Customers respond well to this sort of approach. If it’s addressed personally to them and includes references to a genuine purchase or preference. They feel flattered into a response and well informed about new products or discounts. This can substantially increase loyalty to your brand.
One of the other advantages of email marketing is the transparency it offers for lead conversion. You can track response rates right through to your sales successes.
Effortless and low cost
Of course, most customers have little or no perception of how autonomous and systematic contemporary email marketing is.
Once you have set up a series of strategic marketing response emails, modern software ensures that this form of direct marketing is automated and frictionless.
Any costs involved are easily recouped too, and marketing emails offer a substantial return on investment (you get $42 for every $1 you spend according to a US study).
Recommended email platforms like MailChimp make it easy and intuitive to maintain both your database and customer communications. You can analyse data from various angles, including unsubscribes and open rates, to evaluate the success of campaigns and to plan new ones.
Unlocking email marketing value
Getting your message delivered to inboxes doesn’t necessarily unleash the benefits of email marketing. You need to be sure that your email will get through firewalls, and will then attract sufficient attention to be opened, read and responded to.
In 2019, a colossal 293.6 billion emails were transmitted and received every single day. That too is a statistic that is increasing year on year.
Your email needs to be welcome, to be effective.
That means scrupulous housekeeping and strong, purposeful content.
Here’s a really important statistic 99% of consumers browse their email inbox daily. Then, 59% report making a purchase based on the content of a marketing email.
Are you cashing in on this level of interest and response?