Email Marketing – Why it’s Still So Important
Did you know that there are more than 4 billion email users worldwide?
Contrary to popular belief, and despite the growth of other forms of digital marketing, email marketing retains a very important role in an effective overall marketing strategy.
Most consumers eagerly anticipate email content from their favourite brands – more so knowing that it’s just a simple click from there to purchase what has caught their eye – especially when a special discount or appealing deal is accompanying it!
What is EDM?
EDM refers to electronic direct mail. It includes email marketing but so much more as well. Your campaign message is relayed and built upon through multiple channels including:
- PPC Campaigns (e.g. Google Ads)
- Social Media Marketing (e.g. Facebook Ads)
- Remarketing Display Advertising
- Offline Advertising Channels
Used individually or together, email marketing and EDM campaigns work to build brand identity and loyalty and boost conversions.
What is Email Marketing?
This is a type of marketing campaign based solely on email content. It requires that you build a targeted database of email addresses for customers and/or other subscribers and regularly send them special offers and other communications from your brand.
According to Statista (2020):
- There were more than 3.9 billion users of email globally in 2019
- 347.3 billion emails will be sent daily by 2023
- More than half of all emails sent daily are for business purposes
As a business, email marketing offers a uniquely personal way to connect with your subscribers – its personalisation capacity is exceeded only by SMS marketing. It can be customised and segmented so that every message delivered is relevant to its recipient, and the types of message content you can transmit over email are almost infinite.
Email marketing plays a crucial part in your complete marketing strategy. It is opt-in (permission-based) and enables you to universally reach your customers and others who have signed up for your brand’s messaging.
Email contacts have expressly provided their contact details, which permits you to send them promotional eCommerce and non-eCommerce material via email, including:
- Welcome emails
- New product alerts
- Sale reminders
- Exclusive access
- Event invitations/Information
- Re-order reminders
- Abandoned cart alerts
- Re-engagement campaigns (“we miss you”)
- Birthday/Holiday promotions
- Special offers
- Company newsletters
- Testimonials/Case Studies
- Industry news
Use email marketing to:
- Attract new customers
- Retain existing customers
- Trigger social media follows
- Lead generation (e.g. refer a friend)
- Automate messaging
- Connect marketing channels for cohesion in your overall strategy
- Share location-specific content
- Enhance your customer’s experience and relationship with your brand
Benefits of Email Marketing
- Email is Cost-Efficient
Email marketing is an inexpensive way to engage with your subscribers, allowing fast and wide reach to a large pool of consumers for very little in terms of cost per message. It is an ideal option for budget-conscious business owners and its return on investment is exceptional. Estimates for ROI per $1 spend for email marketing are in the region of $35-$40.
- It outpaces Social Media in terms of customer acquisition
Social media marketing (including Facebook Ads) plays an essential role in most business marketing strategies, particularly for two-way dialogue and brand loyalty curation. Email marketing takes this a step further by enhancing results for conversions. A 2016 report by WBR Digital states that for US retailers, email marketing drove customer acquisition rates of 81% and customer retention rates of 80% – far outperforming other EDM methods.
- It is Personal
Segmentation of your customer/subscriber database is the key to successful email marketing and ensuring that each recipient is delivered relevant content which is of high value to them. Personalisation of email further creates a relationship with your subscriber and this promotes brand loyalty. Emails with a personalised subject line and greeting are significantly more likely to be opened and read.
- It is Measurable
Tracking and analysing any marketing campaign is critical for its ongoing success and the success of your subsequent marketing activities. You need to be able to assess data based on:
- Which emails get opened
- Which subscribers open your email
- Which links are followed and by whom
- Which clickthroughs are converting
- How many people unsubscribed
- How many people shared your emails for lead generation
- It Triggers Action
Aside from building engagement, the real power in email marketing is its actionability. Actions it can be used to trigger are myriad:
- Sign up
- Direct purchase
- Follow on Social Media
- It is Optimisable for Mobile
Mobile is the future of digital marketing. The desktop will retain its place, but more internet users are accessing online content via mobile, including email. As such, your emails must be mobile-optimised. This enables emails to be checked on the go, anytime, anyplace. The vast majority of people do use their smartphones to access email – so why would you not leverage this opportunity to engage further with your customers?
**IMPORTANT – NEVER SPAM your email subscribers! Use email thoughtfully to build relationships with your opted-in customers, leads, and prospects.
Send emails at a convenient time and not too often, but often enough that your recipient knows roughly when to expect to hear from you. Message them only when you have something of value to say and make that value about your customer – not yourself. You must also include a clear, concise, simple-to-follow unsubscribe option.
Building Your EDM Database
Building your database is the foundation of email marketing success. Your database is an intelligent, interactive list of contacts and valuable data pertaining to them – Who is buying your products or services? What are they buying? Where are they located? What matters to them? What solutions are they seeking that you can provide?
A well-managed database allows you to target your marketing more effectively to
- Drive engagement
- Trigger conversions
- Retain customers
- Foster loyalty
- Gain valuable insights
Build your customer/subscriber database by:
- Signing up at instore registers
- Signing up via social media links
- Requesting email address at online checkout
- Scanning QR codes in your establishment or on your advertising
- Using platforms like MailChimp for EDM
Your database must be maintained and be manageable, accessible, and secure.
Choose Sparx for Email Marketing and EDM
Sparx Digital is very proud to offer tailored email marketing and EDM solutions like Google Ads and Facebook Ads for your business or other organisation. We work with clients throughout Australia and our talented team of passionate digital experts is here to advise, guide, and collaborate to help you boost your online visibility to generate fresh leads and realise your online business goals.
We work with the industry-renowned MailChimp and Campaign Monitor integrated platforms to facilitate database building, manage automation for email marketing campaigns, and drive results.
Put your digital marketing in our experienced hands! Drop us an email at firstname.lastname@example.org. Or give us a call on 1300 477 279.
We look forward to working with you!