Why businesses should invest in email marketing

Email promotion is a popular marketing channel for many reasons. Different email techniques are used by marketers to reach their target markets or already established customers. If designed correctly, email marketing campaigns can be very successful in any given industry. However, if poorly conceived, a campaign is likely to be ineffective and a waste of energy and resources.

Reasons to use email marketing

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In the scheme of things, while it’s been around for a while, email marketing is relatively new when compared to its counterpart, direct mail. The latter has long been in practice but with tech used as a primary communication channel nowadays, many business have chosen to switch over to electronic marketing. Business News Daily reports email marketing provider iContact indicated SMEs (small and medium enterprises) routinely dedicate large chunks of their marketing dollars to email campaigns.

Since its inception, email marketing has quickly grown to become a powerful tool. After all, it’s efficient fast and cost-effective. Not to mention, metrics can be tracked, unlike direct mail when you have no idea whether or not your promotional materials were tossed in the trash without being looked at.

Types of emails used in marketing

The type of email you send out should clearly reflect the reason why the company is reaching out. Different types of emails include:

  • Newsletters that share information, such as updates and new releases.
  • Press releases about the company, including any changes or "big" news.
  • Promotional emails to announce sales or other initiatives.
  • Surveys or questionnaires to solicit customer feedback.
  • Thank you emails to supportive customers.
  • "Loyalty" emails, including coupons and discounts. 
  • Transactional emails that outline orders, sales, payments, etc.

Prior to "sending all" on a company-compiled email list, decision makers should carefully consider who the target audience is, it may be only certain customers or groups should receive a particular type of email. For instance, do not send out a promo email for new customers to an entire email list. The email sent should have a purpose and not necessarily be sent out in volume. You don’t want to annoy
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your subscribers by sending them non-relevant emails.

It is also critical to follow sensible and acceptable email practices and be sure to adhere to compliance laws, such as the Can Spam Act of 2003. No legitimate business wants to be labeled as a spammer. 

Also, pay attention to your bounce rate, in other words, emails that are never delivered or ones that repeatedly cannot be delivered. ISPs are more likely to label you a spammer if this metric is too high. According to Hubspot, you’ll ideally want to keep this to under 2 percent.

In-house or use a third party vendor

One of the most important decisions to make when creating an email list is whether to build it in-house by staff or hire a vendor that specializes in email marketing and use their email management services. This decision should not be taken lightly as the different types of emails sent should all have a professional look and feel. In branding, consistency is critical and the types of emails sent will be a highly visible representation of the company.

Many businesses opt to go with a third party vendor; this is pretty standard these days. There are customizable templates and the service is usually in an affordable range. In many cases it is cheaper, especially for SMEs that don't have the resources. Fathom Delivers offers a number of suggestions of what to look for and what type of questions to ask potential email marketing vendors. Also, conduct research before engaging with vendors to be sure the service will best meet your marketing needs distribution. Information and reviews can be often be found on the web.

Email marketing is a mainstream form of promotion these days and businesses are wise to invest in this channel.


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