In a holistic marketing mix, there is one all-rounder that is the perfect glue for holding your many pieces together. It's the oldest amongst us, the faithful, reliable, ever-useful yet undervalued... email.
When considering your marketing activities, how much value should you give to email? We’ll give you a hint... AS MUCH AS YOU CAN. Businesses who KNOW, know...the incredible value of their email lists. And we’d go as far as to say that the value of your business is very much based on your contacts.
So if that goldmine is gathering dust somewhere on your computer, on an underutilised CMS, or with an agency who isn't maximising your contact capital, then this article is for you.
"Email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available." (Hubspot)
Do I have your attention now?
Email marketing remains one of the most powerful tools in a marketer's arsenal. It allows you to directly reach your target audience, build relationships, and drive conversions.
Here's why you should consider incorporating email marketing into your overall strategy:
Personalisation and Automation: With email marketing platforms like Mailchimp and HubSpot, you can create personalised and automated email trails that cater to each individual subscriber's preferences. By segmenting your email list based on demographics, behaviour, or past interactions, you can deliver highly targeted content that resonates with your audience.
Professional Templates: Email marketing platforms offer a wide range of professionally designed templates that make it easy to create visually appealing and engaging emails. You don't need to be a design expert to create eye-catching newsletters, promotional emails, or product updates. Simply choose a template, customise it with your brand elements, and you're ready to go.
Client Retention: Email marketing is not just about acquiring new customers; it's also a powerful tool for client retention. Regularly sending valuable content, exclusive offers, or personalised recommendations to your existing customers helps to nurture the relationship and keep your brand top of mind. By staying connected, you can increase customer loyalty and encourage repeat business.
Brand Loyalty: Emails go hand in hand with building brand loyalty. By consistently delivering relevant and valuable content, you can establish yourself as an authority in your industry and build trust with your subscribers. When they perceive your emails as valuable resources rather than mere advertisements, they are more likely to engage with your brand, share your content, and become loyal advocates.
Existing Client Engagement: While "cold" emails to strangers might not always be welcomed, emails to existing clients are a different story. When someone has willingly provided their email address and opted to receive updates from your brand, they are already interested in what you have to offer. By leveraging this permission-based communication channel, you can share news, product updates, educational content, and special promotions directly with those who have shown an interest in your brand.
" 77% of marketers have seen an increase in email engagement over the last 12 months." (Hubspot)
To maximise the potential of email marketing, it's essential to follow best practices:
Build a Quality Email List: Focus on growing an engaged and relevant email list. Offer incentives like exclusive content, discounts, or free resources in exchange for email addresses. Ensure that subscribers have given their explicit consent to receive communications from you to comply with data protection regulations.
Segment and Personalise: Take advantage of the data you have on your subscribers to segment your email list and personalise your content. Tailor your messaging to different audience segments, based on factors such as demographics, past purchases, or browsing behaviour.
Optimise for Mobile: With the increasing use of smartphones, it's crucial to optimise your emails for mobile devices. Ensure that your emails are responsive and visually appealing on smaller screens. Make sure your call-to-action buttons are easily clickable and the content is easy to read.
" Smartphone users prefer to receive brand communications via email " (Hubspot)
Test and Measure: Experiment with different subject lines, email formats, and content types to see what resonates best with your audience. Use A/B testing to compare different versions of your emails and analyse the results. Pay attention to open rates, click-through rates, and conversion rates to gauge the effectiveness of your campaigns.
Monitor Deliverability and Engagement: Keep an eye on your email deliverability rates and take measures to maintain a healthy sender reputation. Monitor engagement metrics like opens, clicks, and unsubscribes to understand how well your emails are performing and make necessary adjustments.
Email marketing continues to be a powerful and cost-effective marketing tool that delivers significant returns on investment. With the right strategies, platforms, and content, you can leverage the potential of email to engage your audience, foster client relationships, and drive conversions. By personalising your emails, utilising automation, and delivering valuable content, you can strengthen your brand, boost customer loyalty, and ultimately, grow your business.
So, dust off that goldmine of an email list and start utilising its full potential. Invest in email marketing and witness the remarkable impact it can have on your overall marketing efforts. Remember, email may be the oldest among us, but it still hits the mark like no other.