Emails give you a direct channel to your customers and prospects. It’s one of the best ways to communicate directly with your audience, without fighting for attention like you have to do on search engine results pages or social media profiles. Whether you’re trying to attract new customers, nurture prospects through their buyer journey, or
Emails give you a direct channel to your customers and prospects.
It’s one of the best ways to communicate directly with your audience, without fighting for attention like you have to do on search engine
results pages or social media profiles.
Whether you’re trying to attract new customers, nurture prospects through their buyer journey, or re-engage an audience that’s become inactive, emails help you at every stage.
In this article, you’ll learn some of the email marketing benefits to understand why it should be a key part of your digital marketing.
On average, email marketing delivers an ROI close to £40:£1, making it one of the highest ROI channels in digital marketing.
Nearly 60% of marketers say their biggest ROI comes from email.
And this ROI continues to compound over time because once you’ve got someone’s email, you don’t need to pay to get their attention again.
As marketers, so much of our time is spent chasing customers on channels we don’t own. Google Ads, search engines, social media channels. They’re all effective at getting traffic, leads and sales. But they also put you at the mercy of algorithms and account glitches.
With email, you own your list. Even if you decide to move email provider or CRM, you can just take your list with you.
Even when emailing a large list, you can make emails feel personal in a way that’s hard to do on other channels.
You’re not screaming for attention on a search engine results page or on a social media feed. You’re just sitting in someone’s inbox.
Using segmentation, behavioural triggers and drip campaigns, you can turn this into personal communication at scale.
You can send abandoned cart sequences to push individual shoppers back towards a sale for eCommerce email marketing, nurture prospects over time with content they care about, and increase sales by sending targeted offers to your list.
One of the best things about email is how easy it is to scale.
From sending a single monthly newsletter to a small list, this can be quickly scaled with a fully automated series of emails that cover all parts of the buyer journey, whether it’s a welcome series, nurture campaign or re-engagement promotions.
These automations work in the background, allowing you to communicate with your audience without the need for manual effort.
There aren’t many marketing tactics that can be adapted across the buyer journey as much as email, and there are lots of different types of email you can send.
In the awareness stage, email newsletters and thought leadership can be used to build brand reputation among your audience.
In the consideration phase, you can use nurture sequences to educate leads about your products or services.
When it comes to conversions, you can use emails to send targeted promotions, case studies and social proof to encourage sales.
And emails can be used to retain customers with renewal reminders, upsells, referral programmes and re-engagement campaigns.
One of the great things about email marketing is the amount of data you can pull from campaigns to improve future emails and inform other parts of your marketing.
Open rates tell you if your subject lines and hooks are hitting the mark. Click-throughs and conversions tell you that your messaging and offers are what your customers want. And revenue per send gives you a real ROI figure for email.
Emails aren’t just transactional, they’re about building trust and loyalty with your audience.
Sending regular, valuable content can keep you top of mind for when your audience is ready to buy.
With consistency and great content, your customers will start to expect your emails in their inbox, and can build loyalty and awareness.
These relationships compound over time, with more customers (both in B2B and B2C) more likely to buy from brands they know and trust.
There are a lot of misconceptions that email marketing is mostly about sending spammy content to inboxes that customers ignore, or that it’s a manual task that takes up a lot of marketing resources.
But emails play a huge role across the entire customer journey and can not only increase your chances of winning customers, but retaining them.
With a strong email campaign, your brand can get through algorithm changes on other channels and build lasting relationships with customers that deliver consistent ROI.
We can help you build and automate personalised email marketing campaigns that target the right message at the right person at the right time to deliver better results.
Whether you’re using emails in your marketing or not, book a free strategy session, and we can audit your existing email campaigns or help you understand how to get started.
Contact our email marketing agency now.
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