Having spent over 3 years in the email industry, I’ve learnt that at times, companies don’t realise the impact email can have on their business. Many CEOs still see email as spam and junk. This however, is not true. There are several benefits to emailing your customers, some of which are highlighted below.
1. Easy to create
Thanks to online tools such as FreshMail and BEE Free creating an email has never been this easy. Building a beautiful email can be quite daunting especially when one doesn’t have the skills required to do so. These online email template builders make designing responsive emails simpler than before.
2. Reach
Social Media Platforms such as Facebook or Twitter do not guarantee that all those who are following you will see your message. This is due to the limit on the number of times a post appears on your news feed and the duration that it appears for.
A study done by Forrester Research found that while posts on Facebook only get delivered or seen 2% of the time, email delivers more than 90% of the time.Email is the proven channel to ensure that your message gets delivered. Most likely, read as well as people have signed up to receive it.
3. Tracking
Open Rates, Click Rates, Unsubscribes, Delivered, etc. are all standard metrics that are inbuilt in most ESPs to allow you to track your email. This makes analysing the performance of your email easier and allows you to know what content works and areas that need improvement. Improvements and changes can be made almost instantaneously unlike with print adverts and TV commercials.
4. Personalisation
With the help of segmentation and some data cleaning, personalising a message to your subscriber is pretty easy. This allows you to then send highly targeted emails and thereby increasing your chances of achieving the desired end goal.
5. ROI
The fact that email has a higher reach than social, quick improvements, and highly personalised content means that the return on investment from email is pretty high. Compared to other channels, email is more successful at acquiring customers and retaining them. VentureBeat found that email produces the maximum ROI when analysed alongside other channels.
A marketing budget can be limited so all channels are looked at to conclude on how the budget should be spent. The above makes a pretty good case for email marketing and it is the best channel to acquire, retain, and engage your customers.
So if you’re thinking of cutting down on email, think again!
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