Email marketing is the use of email where it contains advertising content to introduce business products and services to different groups of audience. These audiences can range from new to already existing consumers that the business list has.
Most businesses do segmentation where their consumers are listed into different categories. They might have consumers that are new to the product and have made transactions once or twice, consumers that are frequent customers and have repeated purchases more than ten times or even people that have no transaction records with the business but are potential consumers in the future.
Businesses then make different email templates to target these different groups of consumers. Content marketing by email is a great way to attract new and old consumers because it feeds them the answers they are probably looking for.
When emails are sent, businesses with email statistics software that helps with data and analytics are able to see the numbers of clicks that are generated from their recipients. In this way, businesses can have an idea on what works best and do the required email content editing based on the percentage of clickthrough obtained from recipients.
Businesses should take advantage of the increasing number of smartphone users and technology literacy rate of the community because when marketing is done by email, it can be guaranteed that the number of recipients will be higher than distributing physical pamphlets or inserting flyers into letterboxes as this papers will most likely be thrown away by receivers.
As mentioned above, physical pamphlets or flyers are rarely seen in today’s time because it takes a lot of manpower and cost to do so. We have the cost that is required from purchasing the stacks of papers, the cost that comes from manpower where businesses will be required to engage individuals to distribute the flyers for them. And we also have the cost that comes from engaging with a printing company. By implementing email marketing, businesses can even set the date and time for the emails to be sent to all targeted consumers in one go. Email marketing is therefore a very efficient and cost saving method to convey the required advertising message to consumers.
Before the popularity of email marketing by businesses, calls were made to pull in consumers and increase exposure. However, there were negative reactions to the method because not everyone liked the idea of picking up calls from unknown numbers and find themselves stuck in a situation where accepting the offer seems a tad too much and hanging up the call seems too rude.
With email marketing, consumers can have the option of reading it or ‘mark as read’ without much to consider. Interested consumers will also have the option of visiting the business web through the link or make the contact by calling from the details stated in the email. Besides, it is a good communication tool to keep consumers updated on business plans and special deals.
Social media posting can draw a huge traffic to your business web, product or services but the downfall is that the posting gets replaced by competitors because most of the social media users have set their pages to showing only the recent post. While it is possible for businesses to update now and then so that their posting lingers at the top, it can be deemed as an unfavorable act because consumers might find it unpleasant to see the same content postings every now and then.
Email on the other hand stays in ‘bold’ wording if the receiver does not read it unless he or she marks it as read. It is harder for an individual to miss an email compared to missing a social media posting and this itself already helps the business increase the percentage of reaching out to the consumers with more success rate.
Email is a very strong and efficient communicating tool in today’s digital world. People use email for business purposes, school, contacting and document sharing etc., it is a great tool to connect with different people and businesses can use email marketing as a way to identify the needs of their consumers and do the necessary targeting in order to fulfill the needs and increase customer satisfaction.