Email marketing is a form of digital marketing that involves promoting a business, its projects or services through emails to potential and current customers. Essentially, it is the modern, digital form of direct mail campaigns, relying on electronic, rather than physical, mail.
In the world of digital marketing, email marketing has a unique edge. It doesn’t require people to reach out or take action to search for a business or its offerings. Instead, email marketing allows businesses to put themselves right in front of potential customers in a place that they regularly visit – their inboxes. In fact, the vast majority of American consumers are frequently checking their inboxes, as these findings show:
- More than 98 percent of U.S. consumers check their email at least once a day.
- Nearly 60 percent are checking their email at least four times a day.
Consequently, when done right, email marketing can be a highly effective way of staying directly in front of potential customers. It helps in promoting a business and growing a customer base.
Explaining this in more detail, We will look at top 7 ways email marketing can benefit your businesses.
7 Ways Email Marketing Can Grow Your Business
With the right strategies and well-crafted campaigns, email marketing can launch your business to the next level of success by:
Enhancing Brand Awareness –
Branded emails in audience’s inboxes can be important to make your logo, graphics, and tagline memorable. As messages are regularly sent out, your audience will get to know your business better while becoming more familiar with your brand’s visuals and voice. This is true regardless of whether your audience ever opens up your emails. That’s because regular encounters with your business through an inbox, even if the emails are never opened, can be enough to develop brand recognition with your audience.
Cultivating Top-of-Mind Awareness (TOMA)–
As brand recognition among your audience grows, your business can start developing TOMA. It means your audience will first think of your business and brand when they are looking for (or even simply recommending) the types of products and/or services your business provides. Top-of-mind awareness can be incredibly valuable. It helps your business build relationships with potential customers. Most importantly it starts to build brand loyalty even before your audience makes a purchase from your business.
Establishing Credibility & Authority–
Email campaigns that consistently deliver value in some way (like, for instance, by sharing insights, tips or special offers) can lend both credibility and authority to businesses. While credibility can provide a strong basis for presenting and pitching new offerings to your audience, industry authority can set your business apart from – and steps ahead of – your competitors, positioning you as the top choice when your audience is ready to make a purchase.
Driving More Traffic to the Business’ Website–
In addition to sharing new offerings and special deals, emails can be a great way to direct targeted traffic to your business’ website. For example, email campaigns can link to and promote new blogs, white papers, infographics, and other engaging and helpful content. As a result, email marketing can be a great tool for improving website traffic and rankings. It can be pivotal to enhancing your business’ overall presence and visibility online (especially in organic search).
Converting an Audience into New Customers–
Good subject lines can increase open rates. Great email content and calls-to-action can trigger more click-throughs and, ultimately, more purchases. This can be particularly true when emails showcase special, limited-time deals, discounts or offerings. When emails make it as easy as possible for an audience to respond to the call-to-action, like by featuring “buy now” or “book now” buttons.
Generating New Income Streams–
While email campaigns can generate revenue by converting your audience into new clients. These campaigns can also be used to drive more revenue to your business in other ways. For example, your email marketing can include affiliate marketing (with affiliate links strategically place in email copy) and/or ad sales (with paid ads featured in email sidebars). Both of these options can provide additional income streams for your business while growing your network.
Cultivating Customer Loyalty–
Attracting new customers always costs businesses more than retaining existing customers. In fact, some recent findings indicate that, in general, it costs businesses between 5 and 25 times more to attract new customers, as opposed to keeping the ones they already have. Email marketing is a relatively easy way to stay in contact with past customers and build loyalty with them. For instance, offering special deals or discounts to return customers can motivate them to make another purchase. It brings them into the fold of loyal, repeat customers.
Clearly, email marketing can be incredibly beneficial to the growth and success of businesses. Given the fact that, on average, email marketing can provide returns of $43 for every $1 spent, it can be a low-risk, highly effective way to digitally market and grow your business.