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Email Marketing — Don’t Write It Off Yet

8 Reasons Why Email Marketing Should Still Be Part of Your Marketing Plan

By Tara Alvey

In today’s ever-changing digital world, email marketing tends to take a backseat. However, if you haven’t considered email marketing for your business already, now is the time. Email marketing is a targeted, shareable, credible, measurable and cost-effective tool overlooked by many. With a strategic approach, proper guidance and a strong message, your business is sure to benefit from email marketing

1. Email Marketing is Targeted
Email marketing solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, or in a newspaper with no control of who will see it. With email marketing, you have the ability to control exactly who sees an email by segmenting your contacts based on their lead status, demographics, location or any other data. Targeting emails ensures that your audience receives content suited specifically to his/her needs.

2. Email Marketing Increases Brand Awareness
With each email sent, consumers are exposed to your business and your brand. With strategic planning, smart design and targeted content, your business will consistently build value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs products or services, your business stands a much better chance of turning those leads into clients and clients into loyal customers.

3. Email Marketing Allows for Personalized Messages
Because print mail campaigns and even television and radio advertising campaigns must be done in a mostly “one-size-fits-all” format, it’s difficult for you to speak directly to your consumer in a personalized way. However, email marketing presents many dynamic opportunities. Not only can you send personalized email with your user’s name or login name, but many email marketing solutions offer the ability to feed in personalized information such as sales or purchase history.

4. Email Marketing is Easily Shareable.
There aren’t many forms of marketing as easy to share as email marketing. With the simple click of the forward button, subscribers can share your deals, offers and news with their friends. Subscribers who share your emails are acting as brand advocates. Therefore, when a subscriber shares an email with friends, your brand gains more exposure and credibility.

5. Email Marketing is Measurable
Analytics are indispensable to measuring the success of any campaign. Email marketing draws precise and valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber retention rates. Use your email marketing campaign as a tool to monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.

6. Email Marketing Means Test Marketing Messages
Good marketing always means being able to test things! With email marketing, it becomes incredibly easy to see what graphics, headlines, offers and even colors your users and customers will respond to. It’s incredibly simple to simply send one version of an email to one part of your list and a second version of an email to a different part of your email list. Then, through the very precise tracking tools that email marketing offers, you can figure out which marketing message worked better to convert sales or user actions.

7. Email Marketing Increases Communication Frequency
Because email takes less time to create and send than other marketing and advertising channels do, you can communicate with your customers more frequently. Instead of only being able to send them a flyer or catalog once a month or once a quarter, you can easily send them offers once a week. You may want to note, however, that it’s one of the typical email marketing best practices to not send customer emails more than once a week.

8. Email Marketing is Cost Effective.
Perhaps the most appealing advantage of email marketing is the return on investment. No print costs, no postage fees, no advertising rates. Email marketing is as affordable as marketing gets. According to the Direct Marketing Association, email marketing brings in $40 for every $1 spend, outperforming search, display and social marketing.

Email marketing presents more content opportunities for your business and drives a better return on investment. With email marketing, your business can create deeper relationships with a wider audience at a fraction of the cost of traditional media. Give us a call to find out how FORTHGEAR can help.

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