Email marketing has many advantages over other online communication mediums and because of its relative ease of deployment and low costs, many businesses include it in their digital marketing strategy.
Here are 6 benefits of email marketing:
1. Relatively low cost of fulfillment
Compared to other online channels, email marketing is relatively low cost to implement and manage and its returns are high too. This is especially the case with an in-house list of subscribers, customers and lists that have been built from business connections. With cold or rented list where recipients are not familiar with the business or have little knowledge of it, then returns are usually lower and costs are higher, but overall it is an effective marketing strategy.
Email is much cheaper than other direct marketing tactics like direct mail because there is no cost of postage or costs to create leaflets, letters, brochures and other promotional materials. The only costs you are likely to incur are from email platforms like Mailchimp and Constant Contact.
2. Direct response
Email is primarily a direct response medium and is used much less for brand awareness. As a direct response medium it encourages immediate action like making a purchase. Prospects who signup to your emails usually have one goal in mind – to receive discounts, for product notifications, get coupons, receive deals – and any other offers that they can purchase, download, acquire etc.
So, all email communications should have a call to action and this includes links to your website where they can place an order or a telephone number in the email to contact your business and place an order. However, calls to action are many and it all depends on your business sector and industry.
3. Fast campaign deployment
Email is fast to create and deploy. One feature that helps this is the many templates that are ready-made to create effective emails for your business. You can also create custom templates in Mailchimp and use them regularly to promote your offers.
4. Ease of personalisation
Email marketing is one of the best channels, both online and offline, for personalisation. Every aspect of email can be personalised, including:
• the recipients name,
• offers they are interested in or likely to be interested in,
• time when they receive emails
• frequency of communications
• and much more
5. Options for testing
Email provides many options for testing various features like offers, subject lines, words, calls to action, content and a whole lot more. This helps you to improve your email communications and increase engagement and click-through to your website. Testing with email is cheap too unlike many other forms of advertising where costs are accrued during the tests.
Email can easily be integrated in a digital marketing strategy whether that’s for a B2B or B2C business. Integrating email helps to increase customer and visitor loyalty and leads to greater sales and revenue for your business.