Nowadays, all or almost all businesses use the email marketing strategy. However, many do it without analyzing its function. So why is email marketing important, and what is it?
Email marketing is sending emails to your database or contacts, such as repeat customers, occasional buyers, or potential customers.
It is a digital communication strategy that focuses on developing relationships with customers and prospects through email, which allows us to deliver a unique value to each user based on their activity or need.
Also Read: Email For Marketing Example
Table of Contents
Why Email Marketing Is Important
Email marketing plays a significant role in our daily lives as consumers and professionals.
Who among us doesn’t check their email regularly?
One of the most effective communication mediums today is email.
The possibilities for businesses and professionals to use this communication channel is enormous.
By using email in marketing initiatives, we expand the reach and awareness of our product and can consistently convert more clients.
We can connect with a lot of individuals by using email marketing.
Additionally, if we utilize effective techniques, segmenting the messages will enable us to personalize and adjust them to the customer’s demands.
We will look at some of the factors why email marketing important.
The Reason Why Email Marketing Is Important
Is email marketing still important, given how other digital marketing tactics have changed?
Yes, it is the answer. You may improve sales at a low cost by reaching and connecting with your target audience in a personalized way by developing a strong email marketing plan.
The ability to reach clients more simply thanks to email marketing solutions has transformed along with other platforms and media.
1. Stay Intouch With Your Audience
Emails can help you in keeping your customers informed.
Consumers can check their email at their convenience. It will give them the feeling that you are thinking of them.
An email can represent things as simple as saying, “Hi, you’re on our mind, here’s a special offer.”
Or “Here’s an update on what’s been going on here in the last few weeks.”
Those who have signed up for your email list have already committed to receiving these notes.
So they are likely to enjoy these emails (as long as you give them something worth reading), and it will increase engagement with your customers.
The major one is that your rivals are undoubtedly doing it and profiting from it.
2. It Is Profitable
One of the most important reasons to do email marketing is its profitability:
According to research, email has an average return on investment of 122%, 4x higher than the return on investment (ROI) of other marketing channels such as social networks.
And along with these conversion results, another important reason is that it is a very affordable channel in terms of price to broadcast.
Today, one of the most affordable methods of small business outreach is email marketing.
3. Call To Action
Your users are more likely to buy something when you motivate them to take a specific action: a motivating email subject and a feeling of urgency are tips that encourage the user to open an email and start your relationship.
You can also include another call to action within the email to continue the conversion process.
4. People Use Emails
For a long time, over 40 years, email has been a form of communication.
Over the years, email has quickly become our main communication option.
We have all been trained to respond to an email in some way.
Whether it’s to reply, forward, click something embedded in the email, delete, buy something, or sign up.
We usually do something with email.
For this reason, you may use email to encourage people to visit your website, call you, or take any other action.
Email marketing over the past year was responsible for over 25% of purchases.
5. Direct Contact With Customers
According to Litmus (email development tool for marketing teams), 54% of all emails were opened on a mobile device.
This is important and should be considered when planning any marketing strategy.
More and more consumers use their mobile devices to access emails and other media and information.
Furthermore, well-designed emails produce higher conversion rates on mobile devices than any other medium. Seize it!
6. Email Marketing Is Achievable
You can reach a sizable audience of customers for little more than a few cents per message.
The (possible) cost per conversion is so low with email marketing that you can’t believe all businesses stop participating or don’t engage more often.
Email marketing services like SendGrid, for example, cost 0.0006 cents per message on the Platinum Email Marketing level.
You can send more than 11,000 emails per month with Mailchimp.
They also offer more extensive monthly plans for growing businesses with up to 600,000 subscribers and high-volume sender plans for anything above that.
Another email marketing company, Vertical Response, offers free email marketing for up to 4,000 emails per month and 1,000 email contacts.
They also offer subscription services for more significant volume senders.
7. Increase Brand Awareness
Social networks are not the only platform that helps a company’s brand awareness.
Possessing the email address of a client or potential client has a meaning: it shows a level of interest in your business.
By being on your clients’ minds, email marketing enables you to raise their level of interest and brand awareness.
This doesn’t mean sending four emails a day to every customer.
That would be an excellent strategy for turning off clients.
Try email marketing instead to advertise your community outreach initiatives.
Companies attempt to sell their goods through email marketing far too frequently, ignoring the need for brand awareness.
Doing so also inhibits the most excellent chance of building customer trust and adding a sense of personality to your brand.
8. It Is Timely
Exactly, one of the benefits of email marketing can be selling your products if you approach it the right way.
Using as much data and information from customers as possible is essential.
Sending customers a special offer on their birthday or letting them know their favorite dish is half-price is much more effective than simply sending them a menu.
This email marketing strategy can also incorporate seasonal sales, allowing you to promote a special holiday offer or annual sale.
Any offer you make should have a sense of urgency because customers are far more likely to buy when a sale is about to end.
9. Allow Targeted Messaging
Let us now discuss the significance of email marketing in lead promotion, also known as email lead marketing.
The main idea here is that your prospective customers are at various stages of the purchasing cycle.
Some may be considering their alternatives, while others may be researching and weighing their possibilities, and still, others may be prepared to make a purchase.
Creating buyer personas can assist you in determining the type of content to create for each step.
Segmenting these customers into appropriate email marketing lists helps companies target these groups more effectively.
Customers need the information to move to the next buying cycle stage; using the right content can do just that.
It’s about moving these leads into your sales funnel, not as quickly but as efficiently as possible.
Email Marketing Subject Lines
Many companies and entrepreneurs who start email marketing have doubts about what to put in the subject of an email to get more sales.
Several factors make your subject lines grab the attention of your subscribers and increase the open rate of your emails.
Let’s see some of them one by one:
1. Emphasize The Benefits
People buy moved by emotions that you can arouse by talking about benefits.
I will give you a clear example: when looking for a new mobile, you do not choose based on the characteristics, such as the camera’s pixels, RAM, and storage space.
They influence the decision, yes. But how many people have an iPhone in their hands, knowing its battery capacity is a thousand times less than any other brand?
The benefits are clear: design, social status, belonging to a community, and luxury.
This is something you should use in the subject lines of your emails.
The benefits will be the ones that make you want to click to read more because you will create positive emotions.
2. Create Expectations
Your email subjects have to make them click to read more.
The key is that you leave them with honey on their lips and give the necessary information so that they understand what the mail is about, but they have to see it to discover the information.
Even brands write contradictory subject lines, which have nothing to do with the content but generate interest.
3. Be Natural And Forget That You Are a Company
People prefer to buy rather than be sold.
We want to feel that we are the ones who have the power to make the decision.
And your subscribers feel the same way.
Receiving corporate or pure sales emails is anything but attractive.
Immediately, the brain tells us: “you are not interested,” “they are going to sell you something,” and “it is the typical message that they send to their entire list for some reason of their interest.”
And I emphasize the latter.
Because your potential clients, like you and me, want to feel special, not just another.
If you write emails that sound like “scheduled mail for the masses,” you will not arouse any emotion or interest.
The key is to write your emails as if you were a friend in the distance who strikes up a personal conversation by mail.
And in affairs, the same thing should happen: be natural and start an intimate conversation.
4. Avoid Using Capital Letters And Special Characters In Excess
These items also cause you to go to the spam and promotions folder.
I’m not saying you shouldn’t use them at all.
What’s more, they help make your subject more eye-catching and grab attention.
The problem is that you go overboard or mix them with “spam” words, like the ones I mentioned before.
All combined, Italics, bold, icons, and capital letters will make your emails not well received.
5. Take Advantage Of The Pre-Header In Addition To The Headline
The subtitle of your emails is also important.
It is the phrase in gray that your subscribers can read under the subject without having to click.
It is optional, but if you do not use it, the first lines of the content of the mail will be seen.
The pre-header is one more bullet you can use to persuade them to click.
It’s your second chance to generate interest in reading more.
The length of the pre-header should be between 40 and 75 characters if you don’t want the text to be cut off.
6. Avoid SPAM Words
There is a list of words considered spam that, if you use them, will make your emails land directly in this folder.
I am going to mention the most common ones so that you take them into account and avoid their use:
- Too much personalization: “congratulations,” “you have won!”, “you have been selected”.
- Direct purchase options include “credit cards,” “buy now,” “click the link,” “PayPal,” “Mastercard,” and “visa.”
- Free or discounts: “50% discount”, “special promotion”, “free shipping”…
- Too urgent: “don’t miss out,” “what are you waiting for?”, “exclusive offer”.
- Sexual terms: “hot”, “naked”, “sex”, “Viagra”.
- Exaltation: “incredible”, “wonderful”, “you won’t believe it”, “impressive”…
Yes, indeed, it will not always happen to you, especially if you have a list of quality subscribers who usually open your emails or directly save you as a contact, so you don’t go to spam.
Conclusion
Working email marketing is essential for any professional or business. You can start small.
The first thing you have to do is attract subscribers interested in your services by sending them information.
Free email marketing tools are readily available and simple to use.
You can start small.
Email marketing will allow you to create an audience or network of potential customers with little money.
Ensure to comply with the General Data Protection Regulation ( RGPD) and do not spam and schedule your emails wisely.