With a plethora of tools now available to marketeers, business growth can be enhanced using a variety of techniques. The influx of more informal and reactive content, thanks to social media applications such as Instagram and TikTok, has meant that it has become increasingly important to connect to an audience in a highly personalised way.
Perceived as one of the more ‘traditional’ digital marketing resources, email communication continues to perform well as part of a multi-channel approach. Most users and consumers use email daily and the convenience of smartphones allows for a quick inbox check at any moment. Whether they’re having a brief scan whilst in bed before they start their day, refreshing their feed at the gym between sets, commuting on public transport, whilst out for lunch or at home enjoying some down time.
Emails are no longer an activity restricted to when logged into a desktop computer or laptop – and that is something businesses can (and should) take advantage of.
How Does Email Marketing Aid Business Growth?
There are three main areas in which email marketing strategies can help meet key commercial goals: brand awareness, conversions, and customer loyalty.
#1 – Provides Consistency, Increasing Brand Awareness
Subscriber lists can be comprised of current and prospective customers; those who have shown an interest in the business or have previously surrendered data.
Email marketing allows for consistent and targeted contact with this audience and is an easy way to show value to customers. With regular communication, the audience will naturally become more aware of a brand, products, or services, helping to cultivate trust and loyalty.
#2 – A Targeted Form of Marketing
Social media algorithms are ever-changing, and because of this, it isn’t guaranteed that organic social content will consistently be seen by the same target audience. One way of amplifying your content above your existing following can be through paid media, such as sponsored ads or boosted posts.
In contrast, email marketing provides the opportunity to directly target the same people, in several ways, whenever an email is distributed. The message is delivered directly into their inbox, so even if the recipient chooses not to open it straight away, they’ve had a brief exposure to the brand name whilst scrolling.
Adjusting messaging for different audiences ensures the content is always engaging. Studies have found that businesses who incorporate segmented campaigns into their email strategy often see as much as a 760% increase in revenue1.
#3 – Email Marketing has a Large Reach
There are around 4 billion daily e-mail users currently, which is expected to climb to 4.6 billion by 20253. That’s more than half the world population! This statistic alone provides strong support behind implementing email marketing strategies into a digital communications plan.
#4 – Personalised Messages Help to Increase Site Traffic
Emails create a great opportunity to funnel customers through to a website when incorporating relevant links throughout the content, with eye-catching calls-to-action. Links that can navigate to specific products or services, to blogs or videos, or critical business information.
What’s more, email marketing signposts an audience to content that is relevant to their interests – otherwise they may not have subscribed! These users are likely to be lured from their inbox to their browser when promised additional content, and as a result, may progress further through the research or purchase funnel.
#5 – Email Marketing Provides A High ROI
Email marketing can be one of the most cost-effective forms of digital marketing, offering a solution to reach customers in an environment they spent vast amount of time in – their inbox.
It is a low-cost form of communication that offers high scalability, due to its ability to send multiple messages easy and quickly to segmented audiences. Alongside the acquisition of new customers, emails can be used to encourage previous customers to make another purchase, using techniques such as:
- Special offers and discounts for loyalty
- Showcasing items that align with a customer’s previous purchases
- Featuring complementary or supporting products or services
- Re-targeting customers with abandoned baskets
#6 – Meaningful & Insightful Data
Once an email has been distributed, results can be viewed almost instantly depending on the email client used. Those such as Mailchimp and Zoho offer instant analytics to allow for quick decision making.
While often fully customisable, typical metrics highlighted can include open and click-through rates, conversion and link tracking, providing an early inclination into how the email is performing.
Introducing Email Marketing Strategies into Digital Services
Email marketing is a powerful driver in increasing brand awareness, sales, and revenue.
Talk to our Digital Marketing specialists today about how this proven communication channel can help achieve your commercial goals.
Learn more about TMC’s content development services.
- Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)
- 87% of B2B marketers say email is one of their top free organic distribution channels. (Content Marketing Institute, 2020)
- There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)
- 78% of marketers have seen an increase in email engagement over the last 12 months. (Not Another State of Marketing, 2020)