Email marketing can sometimes be overlooked but it is an essential tool that carries many benefits for brands and website marketing. Now considered a more traditional communication method, e-mail is widely thought to be unable to offer the same benefits as search marketing or social media content. But this can’t be further from the truth; if used properly, e-mail can be a powerful marketing tool. Here are some ways in which email marketing can assist with an integrated digital campaign.
Email marketing allows businesses to communicate directly with subscribers, previous customers and prospective customers with relevant and targeted communication. This can be done strategically based on their registered interest, preferences, contact history, buying patterns and even online behaviour. Using email marketing allows to send tailored information to suit the customer or subscriber and therefore increasing the chances of conversion.
Clients who have subscribed to a mailing list via a website are most likely going to be interested in the products and services that is offers. Brands should take advantage of the relationship that they have initiated to meet your business goals. For example, if you run an online shoe store and sell women’s party shoes to a group of customers, you can send them targeted newsletters about future party shoe offers to build your relationship with your customers by customising your offers to their purchasing. Brands can also offer special subscriber offers as in incentive to keep subscribed.
Increasing Brand Awareness
Brand awareness through email marketing doesn’t just serve to increase online sales, but also positively impacts on building an online community, reputation and can assist with offline efforts too. Customers prefer to make purchases from brands they are familiar with so marketers should look for innovative ways to increase a brand’s outreach. For example, if you have planned a social media competition, you could let your subscribers be the first to know and send them in the direction of the relevant social pages. In addition, email marketing can be another source to drive visits to a website not just for sales but also to blog pages.
With email marketing, you can keep track of how many emails have been delivered, how many were opened and how many were interacted with. Most email marketing providers enable you to track activity right down to the individual recipient so you can see how a named individual has responded to your marketing efforts and then follow up accordingly.
For more information on Strategiq and how it can help assist with your email marketing, contact us here.