There are days when trying to keep up with the latest marketing trend…no, not the one you’re currently thinking of, the latest trend…can leave you feeling like Ferris Bueller—it moves pretty fast and, if you don’t stop to look around, it can pass you by. Yes, Ferris was talking about life in general and not marketing, but his wise words hold true. It seems as if that newest marketing craze is the darling of the industry one minute, then old hat the next.
Yet, this is not the case with the old standby that is email marketing.
In fact, email marketing has been around so long, some wonder if it is still relevant. Given the rise in popularity of social media marketing, does anyone pay attention to email anymore?
You might be surprised to learn the research says they do.
Consider this—according to recent research:
And if you think email as a means of communication is used exclusively by…shall we say…your more seasoned clientele, you might be surprised to learn, according to the Pew Research Center, a whopping 73% of millennials say email is their preferred means of business communication.
But it’s not just about the numbers. Today, we’ll look at 5 ways a smart email marketing campaign can directly benefit your business.
1. Sending Targeted Emails Specific to Different Audiences Boosts Open Rates
There are no two ways around it—what works to draw in customers in their 30’s will likely be quite different from what will draw in customers in their 60’s. Email marketing allows you to tailor messages according to demographics (age, location, income level, etc.). Such personalization makes customers feel as if you sent your email directly to them instead of being the recipient of a generalized email blast.
If the thought of customizing emails according to demographics feels overwhelming, consider starting small by setting up your email so that it incorporates the recipient’s first name in the title and/or body. Studies show that personalized emails generate 50% higher open rates.
2. You’ll Likely Enjoy a High ROI
In terms of bang for your buck, you can’t get much better than email marketing. On average, businesses running well-planned email campaigns earn $42 for every $1 they spend on email marketing.
Given that clients in a variety of demographics still use email, it stands to reason that this would be your best bet when trying to reach as many potential buyers as possible.
3. Saves you Time and Money
One benefit of email campaigns is they can be automated, saving you time and effort which, in turn, saves you money.
Not only can your initial email be automated, but you can also create different workflows that will automatically follow up if a recipient does not open the initial email, and send customized responses depending on how recipients interact with your initial email.
All of this work takes place without you having to get involved, freeing up time for other business-oriented tasks.
4. Allows You to Measure and Replicate Successful Campaigns
There’s a good bit of instant gratification with email campaigns, considering you start receiving metric data soon after sending your initial email.
Delivery rates, open rates, CTR, bounce rates, and the number of unsubscribes will let you know what worked well…and what requires a bit of tweaking. Drawing insights from your metrics and applying them in meaningful ways to future campaigns will make them even more successful.
5. Nurtures the Relationship Between Your Customer and Your Business
A good email campaign isn’t just about selling something to a customer—it’s about building a genuine relationship and providing something of value.
While making customers aware of flash sales or new services can certainly be part of an email campaign, you want to make sure you’re offering more “gives” than “gets”, otherwise customers will grow tired of constant sales pitches.
So, make sure emails pack in plenty of “gives”—include a link to your most recent blog post, share with them some industry insider tips and tricks. In doing so, you’ll create an informative email that the customer looks forward to receiving while building brand loyalty.
While there is a bit of a learning curve to creating a well-branded email campaign, it is still very much worth your time and effort. And, if you find yourself needing a little assistance or a bit of direction, consider reaching out to us at Digital Canteen. We would love to help you create an engaging email campaign your clients are sure to love.
Thanks for reading,
Digital Canteen Team
This content was originally published here.