Email marketing is the modern equivalent of the traditional marketing flyer, posted to a mailing list of contacts and clients. However, unlike flyers, email is highly targeted – and it has a much smaller environmental impact.
Forget chasing short-lived trends or dancing to social media’s ever-shifting algorithmic tune; this is marketing at its most straightforward and direct. You’re communicating with a known audience, with its impact easily measured and acted upon – if, that is, you do it properly.
Consider this: UK marketers generate £35 in sales for every £1 spent on email marketing.
In an email newsletter, you essentially own your audience. It’s one of the core benefits of email marketing. If your mailing list is ethically created by genuine contacts who have consented to receive your mail, you have a valuable media platform at your disposal. However, it’s also true that endless offers and mediocre messages typically meet their doom in digital dustbins, so here’s how to ensure yours delivers results.
Why does email marketing transform prospects into profit?
Direct delivery – Your message materialises right into someone’s personal space, rather than hoping for a happy accident in crowded social feeds. This direct access cannot be overstated – and shouldn’t be underappreciated.
Magnificent, measurable metrics – Opens, clicks, and conversions can be tracked with surgical precision, giving you granular glimpses into campaign performance.
Cost-effective conquest – With average open rates as high as 40% (according to industry leader MailChimp), this channel commands serious strategic consideration.
Tailored touch – Personalised campaigns perform much better than generic messages. They can immediately harness your recipient’s attention, raising ROI by as much as 258%. However, and this is an important caveat, make SURE you check your personalisation fields carefully. Nothing turns readers off more than seeing ‘Hello, {first.name}!’
Most importantly, the benefits of email marketing extend to building bridges of trust over time. It nurtures promising leads, retains remarkable customers, and keeps your brand brilliantly top-of-mind. Of course, with any email send, it’s important to get the marketing mix right.
But what is a marketing mix? More importantly, what is marketing mix in business? Simply put, it’s the 4 Ps: Product, Place, Price, and Promotion. Your email campaigns are your dedicated promotional channel, so, once you’ve ensured the product and price are sensible, make sure that you have the inventory in place to accommodate orders which may come through on the back of your outreach. The last thing you want is to drum up interest in a product or service you can’t fulfil!
Which email formats fuel success?
Email’s versatility is its truest virtue. In this sense, the most impactful strategies blend formats with finesse to achieve several marketing objectives. For example:
Newsletters foster ongoing engagement with consistent, valuable content that you curate and compose yourself.
Promotional offers drive sales and strengthen brand loyalty with discounts and exclusive rewards.
Onboarding enables you to remarket to new customers so you can grow your relationship with them and help them get to know your business.
Lead-driven narratives guide prospects gracefully toward purchasing decisions.
Transactional touchpoints transform even mundane receipts into brand-building opportunities (i.e. ‘Don’t forget to finalise your purchase; your basket awaits’).
Re-engagement opportunities give you a chance to win back wayward subscribers with irresistible incentives.
Each serves a singular, strategic purpose. The end result, however, is different for everyone, so take care to select and hone the perfect format for each stage of your customer’s captivating journey.
Read more to learn the benefits of email marketing and the specific email tactics that can make your campaigns impossible to ignore in our blog ‘Five email marketing tricks to turn clicks into clients’. Don’t neglect to get in touch with our team of industry experts today to harness the unrealised potential of email marketing for your next campaign.
