So what exactly is email marketing, and what can it do for your brand? With newer technologies it can get forgotten, but it’s still worthy of your attention.
As we became more comfortable (and reliant) on computers, email marketing was one of the first digital strategies used to connect with new and existing customers. Some have even gone so far as to say that email marketing is dead - but with 106.2 trillion emails sent every year, this couldn’t be further from the truth. It’s simply changed.
What Is Email Marketing?
In a broader sense, every email we send as a business to a client could be classed as email marketing. Specifically, the term is used for a commercial message (flyer, text, image, etc) sent from a brand or business to an individual or cluster of new and existing customers.
As technology progressed, so did customisation. These days, email marketing (or EDM) options are vast and varied - the quality of content and personalisation options have dramatically improved. When actioned well, an email based digital marketing strategy can convert prospects into loyal, raving fans: something that no amount of money can buy.
Why Is Email Marketing Popular?
- You Can Target Your Audience - Your email subscribers are already interested in your brand or business, which of course cuts down targeting significantly. You’re controlling who sees your content, and it eliminates the guesswork.
Increases Brand Recognition - Your subscribers may already be familiar with what you do, sell or offer, but they might not be ready to buy from you just yet. By “checking in” with them, you’re reminding them about your brand so that you stay relevant with them.
- The Results Are Measurable - You can quite literally track every single time someone opens your email, who clicks through to your website, and who eventually buys something. Engagement levels are relatively easy to measure with email marketing.
- It’s Cost Effective - You don’t need to pay for advertising space, printing or postage - once the actual content is crafted, you’re good to go. It’s also less time consuming compared to other avenues like PPC, SEO and social media.
Should My Business Be Doing Email Marketing?
If the above hasn’t yet convinced you - the short answer is yes.
Insights show that customers who purchase goods through email marketing compared to social media, converts are three times higher in order value.
On a global scale, one third of marketers worldwide claim that email marketing provides the best return on investment for their business. If we measure our marketing efforts collectively - well, that’s a pretty attractive set of figures.
If you’re not quite sure where to start on your email marketing or content strategy, why not schedule a free discovery call with us at Content Hive? With digital content done for you, we can help to get your brand buzzing online.