Email marketing, the act of sending a commercial message using email is a popular way of marketing to connect to potential customers. Being one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc, it allows businesses to keep their customers informed and tailor their marketing messages to their customers.
Evolved rapidly alongside the technological growth of the 21st century, the two biggest advantages of email marketing are price and ease.It is an inexpensive way to advertise a company and its products and/or services compared to many other types of marketing. It’s also extremely easy to set up and track an email marketing campaign, making it very accessible.
It also shows tangible results when used as a part of an integrated marketing strategy and works well, resulting in higher returns on investment (ROI), click-through rates (CTR), and conversions. Another huge advantage of emailing is over social media. Just posting something doesn’t mean that everyone you want to see your message will see it. Your post might not even show up in your targets’ social media streams. However, an email will sit in the inbox until it is read (or deleted). Moreover, the insights provided by consumer response to email marketing can help businesses and organizations understand and make use of consumer behavior. It’s also a great way to get people to visit and/or revisit websites or blogs to increase traffic usually equating to more income.
Despite of endless advantages, email marketing succumbs to few disadvantages too. People’s in-boxes may get inundated with emails, both solicited and unsolicited. Thus, your emails could well land in a spam folder and never get viewed. With Gmail, Yahoo and free emails inbox service, you cannot send bulk emails or your promotional emails, since they have the daily limit (500 emails/day).
Though Email marketing allows you to create more targeted and personalized messages, it can help you build more meaningful relationships with your customers to help you improve response rates to your direct marketing campaigns. However, it is important not to overuse email marketing. Receiving marketing emails can irritate people if it is irrelevant, too frequent or unwanted.
To use email marketing efficiently, use your judgment and spend your hard-earned money on email data that is worth investing in. For best results, the list of prospects and their email addresses should be permission based. It is always important to have a check on spam email addresses, invalid email addresses, hard-bounces and complainers. Emails should be self-attested first and it should be ensured that it displays correctly on different devices.
By tracking the customers’ behavior, triggered emails can be sent, which increases both conversion and retention of customers. The emails created may include detailed information about the products and services that the customer is interested in. You can also send out promotional discounts for certain services provided.
Thus, if done properly, Email marketing can help a business develop and maintain a relationship with customers over time that would hopefully result in increased sales and increased customer loyalty and can always be used as a part of an integrated marketing strategy.