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Email marketing can be described as the use of email to promote products and/or services. It is defined as the act of sending out emails to customers, both current and perspective. Email has been in existence for nearly as long as the internet has. It is an essential communication tool that enables businesses to communicate with their staff, their suppliers, and their customers. Email marketing is a segment of internet marketing which constitutes online marketing via websites, blogs, social media, etc. Email marketing functions almost the same way as direct mails. Most businesses today make use of email marketing. They use it not only as a channel for promoting their products and services but also to develop and forge meaningful, productive relationships with potential customers and/ or clients.
This book provides a comprehensive guide on how you can use email marketing for success. Regardless of whether you run a business, a government establishment or a not for profit organization, the strategies, and techniques discussed in this book will give you a clearer and broader understanding of how you can make the most use of this dynamic and reliable tool called email marketing.
Why Use Email Marketing? There are several reasons why people choose email marketing as their preferred means of promoting their products and services. One of the main reasons is because email marketing allows businesses to reach their potential clients in a place where most people visit every day – their inbox.
There are, of course, other means through which businesses can get their messages out to their target audience, such as video marketing via YouTube, social media marketing, and so on. However, email marketing has remained the most reliable and cost-effective marketing solution that consistently delivers the highest ROI, and it is being used by thousands of businesses of all sizes across the world. Marketing hasn’t really changed much, rather technology has. The advent and increased usage of the internet over multiple devices and platforms is the major factor that has contributed to the evolvement of marketing. The marketing channels that were previously employed by most businesses attracted new customers and kept existing clients coming back by spending huge amounts of money erecting billboards, publishing in magazines and advertising on television or radio stations. Getting the most out of your marketing efforts requires a system that not only generates traffic and converts consistently but is also cost-effective. A marketing channel must expand your customer base and also save you lots of valuable time and money. Email marketing focuses on these areas and more. It provides the most convenient platform for businesses to increase their sales, as well as their customer loyalty. It is extremely easy to set up and track, which makes it a favorite among small business owners. It also provides a cost-effective solution that helps businesses develop and maintain a close relationship with their customers over time.
Another one of email marketing’s most compelling unique selling point, and why businesses love it more than any other marketing channel, is because of its measurability. Email marketing’s accurate, near real-time reporting translates to improved confidence when calculating the testing, execution, and the resulting return on investment. Below is a compilation of some of the amazing statistics email marketing has generated in recent years.
• Email marketing has a 4400% ROI and $44 for every $1 spent
• 75% of adult online users say that email marketing is their preferred marketing method
• 94% of internet users use email, while only 61% use social media
• Email’s average order value is at least three times higher than that of social media
• Nearly 1 in 5 companies (18%) reported an ROI of over $76 in 2014, which is three times more than 2013 figures (5%)
• Email on mobile continues to grow in leaps and bounds with open rates reaching up to 68%
• The revenue per email was $0.11 in Q1 2014 compared to $0.10 in Q4 2013
• 77% of ROI comes from segmented, targeted, and triggered campaigns
• Email offers more reporting and analytics capability, including clickthrough rates, open rates, bounce rates, and conversions.
• Email’s ROI was 28.5% compared to 7% for direct mail
• 83% of B2B marketers use email newsletters for content marketing
• 91 percent of US adults like to receive promotional emails from companies they do business with
• Email is almost 40 times more effective in helping businesses acquire new customers than
Facebook and Twitter combined These statistics prove why email marketing has remained the ideal marketing channel for internet users to date. Still, you may wonder, why does email marketing drive more customer engagement metrics and better ROI than other marketing techniques? Why do its benefits outweigh other conventional forms of marketing? What is the essence of investing your time and resources to develop an email marketing program in the first place?
Those who are unfamiliar with email marketing may not quickly understand the reason behind its popularity amongst companies operating in a variety of industries. This is why we have compiled a list outlining all the benefits of email marketing. Below are some of the reasons why it is seen by many as the most effective marketing channel today. Benefits of Email Marketing Email marketing offers a lot of benefits for its users. Some of these benefits include: It is cost-effective and generates a high ROI This is one of the most apparent advantages email marketing has over other mainstream marketing strategies. It is a highly sought-after marketing channel that does not require a large marketing budget as other mainstream marketing techniques require. There are no print or postage costs, and you do not have to pay any fees in exchange for exposure. You usually just need to pay a monthly flat rate to your email service provider. If your email list is huge, you may also need to pay a small overhead cost for sending thousands of emails at a time. These costs, when combined, are nothing compared to the costs incurred when using other marketing methods.