6 ways email marketing can benefit your marketing functions

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Girdhari Singh | Digital Marketing General | Added March 19, 2021

Do you think email marketing is dead? It has been a matter of grave concern and is usually discussed within marketing circles. Well, statistics tell a different story. 73% of millennials prefer business communication via email, 40% of B2B marketers say that email newsletters play a significant role in making their marketing programs successful. To add more to it, 99% of consumers open their inboxes every day to check communications from the brands they follow.

The statistics mentioned above make it crucial for the marketing teams to brainstorm effective marketing strategies. This article will explain in detail how email marketing can benefit a company’s marketing functions.

1. Create a personalized content strategy.

A personalized content strategy is the need of the hour because it significantly increases customer engagement. Research suggests that emails that have the first name of the customer have a very high open-rate. Personalization can be based on numerous parameters, such as:

a. Geography

b. Demography

c. Behavior

d. Psychography

e. Past purchase pattern

f. Buying habits

Marketing teams can create different strategies based on the parameters mentioned above. It will help them retain existing clients and attract new customers.

Benefits of Email Marketing

2. Collect sample surveys and feedback.

It’s essential to conduct sample surveys and collect customer feedback from time-to-time to understand the customer’s needs, wants, desires, and ambitions. Customer satisfaction surveys reveal whether clients are enjoying using the products or being lured away by competitors. The marketing team must run email campaigns to collect first-hand information to know the percentage of brand ambassadors and detractors. These details will allow the marketing team to brainstorm better strategies and improve customer experience.

3. Significantly improve sales.

Marketing teams can use email marketing campaigns to increase their sales significantly. 59% of marketers agree that email marketing is the most significant contributor to ROI. Moreover, segmented campaigns have helped boost revenues by over 760%. Further, 59% of marketers in a survey revealed that emails substantially influence consumers’ purchase decisions. Email marketing campaigns have various benefits:

a. Encouraging customers to make the final purchase decision.

b. Attracting customers who have abandoned their cart.

c. Providing special discount offers.

d. Giving customer loyalty points to people who buy regularly.

Additionally, marketing teams can integrate the email marketing tool with Customer Relationship Management (CRM) software to send automatic messages to prospects that salespeople can follow-up later.

4. Disseminating critical business information.

Emails are one of the best ways to share crucial business information with customers. Statistics suggest that 60% of customers subscribe to a brand’s email list. On the other hand, only 20% of them follow the brand’s social media page. Emails make it easy for marketing teams to insert various documents like PDFs, images, videos, graphics, and hyperlinks. Also, they can insert an interesting Call To Action (CTA) towards the conclusion that encourages customers to take the intended action. Emails significantly help in increasing website views and visitor counts.

5. Helps increase leads.

Email marketing helps increase leads substantially. Inbound email marketing allows marketing teams to nurture leads and improve conversions. It does that by offering lead magnets in return for collecting crucial customer information. Examples of lead magnets include:

a. eBooks

b. Whitepapers

c. Solution briefs

d. Guidebooks

e. Free software trials

f. Informatory articles/blogs

g. Training videos

h. Expert opinions

Email allows marketing teams to provide valuable resources to customers in return for their email addresses and contact details.

6. Email marketing campaigns are cost-effective.

Email marketing campaigns are more cost-effective than traditional media, including newspapers, magazines, or outdoor hoardings. They can also be tailored according to the customer’s taste and provide them pin-point information. Moreover, the marketing team doesn’t have to pay for the following things:

a. Lightning

b. Photoshoot

c. Printing costs

d. Location fees

For creating effective campaigns, marketing teams require only two things: A copywriter and a graphic artist. The best part is that email marketing campaigns can be brainstormed and initiated on the same day. On the other hand, print campaigns take a lot of time to be produced and distributed.

Conclusion

The reasons mentioned above reveal why building an email marketing strategy is crucial for marketing teams. They help create a customer-specific strategy, collect sample surveys and feedback, help find better prospects, boost sales, share critical business information, explore better leads, and are less expensive than their print counterparts. Most importantly, email marketing campaigns allow marketing teams to get high-quality real-time data which isn’t possible in print campaigns. These parameters make email marketing campaigns highly successful and worth implementing.

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