The Top Benefits of Email Marketing
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Email marketing is a direct marketing channel that helps brands engage with existing and potential customers. Marketers can segment their audience, automate campaigns, measure the effectiveness of each marketing campaign, and personalize emails to a hyper-accurate level. Email marketing also enables brands to interact with customers regularly, and this helps build customer loyalty. Let’s explore each of the benefits of email marketisegmenng in detail:
- Increased reach and ROI
- Enhanced segmentation and personalization
- Improved brand awareness and customer engagement
- Higher conversion rates
- Integration with other marketing channels and automation
- Mobile optimization and accessibility
- Building and nurturing customer relationships
Increased Reach and ROI
Email marketing is one of the most cost-effective and produces the highest ROI of all marketing channels. Brands don’t have to fight for ad space and can reach their customers on multiple devices.
Each dollar spent on email marketing can generate $40 in revenue. Marketers can also save time by automating their emails, creating drip campaigns, and conducting A/B testing to analyze what is working well with their audience.
Enhanced Segmentation and Personalization
Email marketers can segment subscribers based on demographics, age group, life stage, preferences, and behavior. These segments help micro-target the audience based on their interests and what resonates with them most. For example, IKEA segments customers based on age group and life stage. Each segment receives product recommendations that match their needs.
Ikea asks its customers smart questions to help the company micro-segment its customers as early as they sign up. More customer information can be extracted using sign-up forms, engagement rates, and purchase history. Asking customers smart questions early helps curate a niche email marketing strategy. The performance of each segment can be measured, and based on the data extracted, customer segments can be optimized.
Insights gained from running segmented email marketing campaigns can help create various “Ideal Customer Personas,” which can help optimize email marketing and digital marketing campaigns across various platforms.
Improved Brand Awareness and Customer Engagement
Regular interactions with customers via email marketing campaigns can help improve brand visibility and recall. Promotional campaigns that reward email subscribers can increase customer cohesion and loyalty to the brand.
Brands can interact with the customers using interactive email marketing campaigns that start a dialogue with the customer. For example, companies can ask for feedback using an interactive feedback scale that allows customers to rate their experience. Other interactive elements that can be used in emails are spinning wheels, sign-up forms, puzzles, and scratch-off discounts. An email marketing strategy that uses interactive elements helps create a brand recall among email subscribers.
Higher Conversion Rates
Email marketing helps the brand connect with the customers directly. This direct connection with the customer enables the brand to push the customer to the next step of the customer journey. Customers can be directly informed about promotional offers with a CTA that redirects them to the purchase webpage.
For example, every time a customer leaves after adding items to their cart, an email can be triggered within 24 hours, reminding the customer to take action. Cart abandonment emails can directly contribute to revenue generation by pushing targeted customers toward making a purchase.
Unlike traditional marketing campaigns like print media, the results of an email marketing campaign are measurable. The CTR, bounce rate, open rate, and conversion rates can be tracked across campaigns to understand what the customer resonates with the most. Email marketers can reach the pulse of the consumer by frequently conducting A/B testing on different campaigns. Each email campaign exposes the marketer to a plethora of essential data, which helps them make data-driven decisions on their future campaigns.
Integration with Other Marketing Channels and Automation
Triggering email marketing campaigns manually can take up a lot of time and effort. Marketers might not be able to keep up with all customers who have abandoned their cards, signed up, purchased, or taken any other relevant action. Additionally, scaling the email campaigns can become a challenge without the option to automate.
Marketers can automate their email marketing campaigns to scale efficiently. Drip marketing campaigns help reach the right consumers at the right time by triggering emails automatically on a predefined schedule. For example, whenever a customer’s subscription renewal is near, they will receive an email to renew their subscription automatically.
Automated emails can also be personalized using the recipient’s name or interests. By using automation, marketers can make their email marketing campaigns more powerful and efficient.
Mobile Optimization and Accessibility
46 percent of emails are opened on mobile devices. Every email marketing campaign that a brand sends out should be optimized for mobile devices to achieve optimal campaign results. The key to creating effective mobile-friendly emails is to keep them simple. Select layouts that are simple and clutter-free, embrace white space, and keep subject lines short.
Headspace, for example, chooses clean templates with easy-on-the-eye visuals. This helps grab the reader’s attention towards the key message of the email. The trick to ace mobile friendly emails is to ensure the customer can quickly skim through the email and yet get a fair idea about the brand communication.
A major chunk of email readers consume their daily dose of emails on their mobiles. This makes it essential for brands to optimize their graphics, content, and CTAs for mobile devices as well to ensure a wider reach and impact.
Building and Nurturing Customer Relationships
Brands and small businesses can use email marketing to build and nurture customer relationships. Newsletters or regular email cadences that provide valuable content regularly to customers can help build stronger customer relationships. Polls, surveys, and other interactive elements integrated within these campaigns help business owners understand their customers even better. These valuable insights derived via email marketing campaigns tend to be beneficial in recognizing prospective customers, carving out promotional campaigns, and segmenting the email audience to enhance personalization and targeted messaging.
Regular email interaction with customers helps create brand recall, which eventually leads to customer retention and repeat business. For example, brands trigger special email campaigns during festivals, holiday seasons, and birthdays to nurture their email lists.
64 percent of millennials and 60 percent of Gen Z believe email is the most personal channel for brands to interact with them. In the survey, email outperformed all other channels of communication. Email marketing is a powerful tool that brands should leverage to build and nurture customer relationships.
Conclusion
Email marketing is one of the most powerful tools for helping brands tap a new customer base and establish customer loyalty with their existing customers. 66.9% GenZs receive 20 emails or less a day, which opens up space for brands to market themselves without tough competition. Companies can establish a personal touch in a cost-effective way with their existing and potential customers using email marketing.
Brands can maximize the benefits of email marketing by creating personalized content, triggering targeted messages, redirecting emails to the brand website to generate website traffic, and creating automated campaigns. Regular contact with customers can help strengthen customer relationships with the business. Amplify your business growth by creating and automating effective campaigns with MoEngage; schedule a demo today!
