Email marketing is the original medium of digital marketing. Since its inception, the power of email marketing has grown expansively. And, despite today’s new innovative tech marketing tools, email remains one-of-the-most influential.
Build your Email List
Your email list is your key to unlocking conversations with your valued customers. These are the people who subscribe to your email and have a expressed an interest in your product or company. There are a few things to consider when building out your list:
Make it easy to sign-up. Establishing a quality email list begins with figuring out where your brand engages with people. For on-premise customers, social WiFi makes it easy to capture email addresses via your WiFi connection. In addition, capture online customers by adding a signup form or subscribe button to your website and social media profiles.
Explain the value of your emails. Why should people sign-up? Clearly outline the value of your emails and give people a reason to subscribe. For instance, can subscribers expect incentives, company updates, industry trends and/ or blog posts?
One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
It’s easy to track
A user can track user via analytics, bounce messages, un-subscribers, click-throughs, etc. These can be used to measure open rates, positive or negative responses, and correlates sales with marketing.
It has a global reach
No matter where you are or when you need to reach people, targeted emails can reach their targets. There are no boundaries with email marketing. Advertisers are able to get repeat business affordable and automatically.
People check their mobile phone up to 150 times per day
And checking email is actually the number one reported activity on smartphones, beating out making actual phone calls. The mobile inbox is a battlefield, though. Multi-column newsletters crammed with content can look pretty crappy on a small screen, so unless you’re using a responsive template that automatically resizes and rearranges your content for mobile devices, you run the risk of shortchanging your brand and your message, not to mention getting deleted. (Did you know 80% of people simply delete an email if it doesn’t look good on their phone? I told you it was a battlefield). Anyone can design for the mobile inbox, though: Just keep your content in a single column, use a 14-pixel font and design your buttons at least 46 pixels on each side — that’s the optimal size for fingertip taps.
As we talked about above, with a print mailer or telesales campaign, you’ll need to select marketing campaigns and specials that have a “long tail” because of the extended period of time between campaign development and implementation. Because a marketing email can be completed in just a few hours, you can literally send “day-of” messages to help reduce stock or promote a limited time special as needed. You can even send unique real-time messages to customers that arrive on their birthdays or anniversaries. With email marketing, short time frames are your friend, not your enemy.