Email marketing is far and away one of the most successful ways to advertise your business, increase brand awareness, and drive traffic to your website. It also happens to be extremely low cost and have an exceptionally high ROI.
So if you’re not already using it, what are you waiting for?
The benefits of email marketing are seemingly endless, and it provides benefits that other marketing strategies don’t.
Email Marketing Can Transform Your Business
At Cowan Marketing, we’ve created successful email marketing campaigns for many unique businesses that are looking to increase brand awareness and conversions.
1. IT’S TARGETED
Though other online marketing techniques allow you to target your most qualified customers, email marketing allows you contact them directly.
This means you can be sure that you’re reaching exactly who you want to reach, and forming relationships with current and potential customers.
2. IT HAS A HIGH ROI
Email marketing is one of the most cost-effective ways of marketing your business.
Initially, an email marketing campaign can be completely free. Moving forward, if you decide to purchase software, or partner with a marketing agency, you can still manage to work with a budget that’s only a few hundred dollars.
Plus, the ROI of an email marketing campaign can be astronomical. In fact, the average campaign generates an ROI of 3800%, or a return of $38 for every one dollar spent.
3. IT INCREASES BRAND AWARENESS
When you communicate with your audience on a regular basis, they’ll naturally become more aware your brand and what it stands for.
Your subscribers will become familiar with your products, services, and company as a whole, since you’ll always be in their inbox.
When you share useful information about your company or industry, you can also establish a reputation as a valuable resource, which helps to build trust with potential customers.
4. IT’S EASILY MEASURABLE
Most email marketing platforms offer built-in analytics that provide insight on your results. Each platform is slightly different, but most allow you to measure key pieces of information that can help you understand the success of your campaign.
You’ll see information like how often your emails were opened and by whom, who clicked links in the email, how many emails “bounced” or did not reach a user, and who unsubscribed.
5. IT CAN TAKE SEVERAL DIFFERENT FORMS
There are many different types of emails you can use to market your business, and they each present unique benefits.
Here are a few of our favorites.
Benefits: Welcome emails are a great way to begin any email campaign. They give you the opportunity to introduce yourself to subscribers and let them know what to expect from your emails.
When to send: You can send these emails when a user subscribes to one of your newsletters, starts a subscription for a scheduled delivery of one of your products, or becomes a first-time customer.
You should only send a welcome email once, and it’s beneficial to have an automated system that deploys the welcome email as soon as a purchase or subscription is completed on your website.
Content: A welcome email should be simple and to the point – the purpose isn’t to sell anything more to the customer at the moment, so you should only focus on thanking them for choosing your company.
You could include a photo of your store, or another image that’s consistent with your branding so that upon opening the email, the recipient will know exactly who they’re being welcomed by.
Since personalization is so important, it’s also beneficial to welcome them using a first name, and reiterate what they’ve done to warrant a welcome email.
Personalized emails have 6 times higher transaction rates than emails that aren’t personalized to the customer, so this added effort can have a serious impact on your campaign’s success.
Benefits: Thanking customers for their business can go a long way in showing your appreciation.
Thank-you emails can also form connections between the customer and your company, and will encourage them to do business with you in the future.
When to send: There are a few different instances in which thank-you emails are beneficial.
The most common thank-you emails are sent after a purchase is made on your company’s website, but you can also send thank-yous after customers attend a sponsored event, download one of your online guides, or provide a positive review for your company.
Content: Like welcome emails, thank-yous can be short and to the point.
Remember the importance of personalization and be sure to include the reason why you’re thanking them.
Benefits: Newsletters are beneficial because they help your business stay at the top of subscribers’ minds, even if they’re not actively looking to make a purchase.
They also allow you to keep potential and current customers in the loop about your business, and give them any updates that may be important to them.
Newsletters can also drive traffic to website if you choose to include links to blog posts, product pages, and other content your subscribers would enjoy.
When to send: Newsletters are typically sent on a schedule, so that customers know exactly when to expect them.
They are often sent bi-weekly, or monthly.
Content: Content that you can include in newsletters is all over the board.
It’s common to first include any company updates that may be happening, like the progress of a new building, the relocation of your storefront, or the addition of new products.
You can then include a schedule of upcoming events that your company may be sponsoring, along with the time and location.
Next, you can add links to your newest blog post, informational guide, and industry news. This will inform your customers, and can also help to drive traffic to your website and generate conversions.
Keep in mind that your newsletter should be 90% educational and 10% promotional. So even if you add a few calls to action at the end of your newsletter, selling should not be your primary goal.
IS YOUR COMPANY READY TO START AN EMAIL MARKETING CAMPAIGN?
If you’re ready to start reaping the many benefits of an email marketing campaign, Cowan Marketing can help.
We’ll create a custom strategy that’s tailored to your needs and goals, and work to create original content that resounds with your audience.
Our email marketing specialists will work to ensure that your email campaign works seamlessly with your other digital marketing strategies to create the highest ROI and the most traffic to your website.