The Benefits of Email Marketing

Chloe Bucknell

In its broadest sense, you could consider every email you send to a potential or current customer to be a form of email marketing.

It is now easier than ever for your company to be taking advantage of the many benefits that email marketing offers.

Keep reading to find out our top tips on how to effectively use email marketing and why it is such a useful tool…

Marketing experts Dave Chaffey and Fiona Ellis-Chadwick swear by 7 factors to successfully manage email marketing and we 100% agree with them!

1. Creative

The overall design of the email is really important.

This includes the written content, links, call to actions and how the email appears on different devices.

2. Relevance

Targeting and ensuring emails are relevant and personalised to each recipient

3. Incentive

Understand what benefit the recipients will get from opening the email and make sure this is obvious from the subject line.

4. Timing

You will need to test what times work best to send out your emails.

A good way to engage with this is by looking into your target audience analytics.

Email Marketing Campaign

5. Integration

Make sure your emails flow with other media campaigns to ensure consistency of messages.

6. Copy

The copy will be guided by the objectives of the email and is dependent on what industry you are in.

If you are a small business we recommend you consider using personal greetings and friendly language.

Remember that people will to notice if they are receiving the exact same emails as everybody else.

Personalise your messages and you’re more likely to see the best results from your email marketing.

7. Landing page

It is important the user is re-directed to your website in order to achieve the goal of a sale.

Using email marketing effectively is beneficial for your business in more ways than one!

Keeping your costs down

Email marketing has relatively low costs in comparison to printed mail or advertisements in magazines.

To keep on track of the engagement, it could be worth investing in software such as MailChimp.

The price of this would not come close to how much it would cost for an advertising space.

Your audience already trusts you

The customers on your contact list should have consented to you sending them emails by subscribing/signing up.

The engagement rates will therefore be high because the recipients want to receive updates from your brand.

This will increase conversion rates and grow your customer base.

Specific target audiences

With today’s technology, it’s possible to send emails to subscribers who meet certain criteria.

For example, if your company is running an offer in a certain area, emails can be sent to people within a 20-mile radius.

Or if there is a sale on moisturiser, only those who have shown an interest in skin care products could be contacted.

Drive revenue

A study by Ecosultancy found that around £29bn of annual retail sales are generated through email marketing.

Now is the perfect opportunity to take advantage of impulse buying.

You can make it so easy for customers to purchase an item.

Quick and easy

For those of you who aren’t particularly tech savvy, fear not!  

Some of the best email marketing campaigns only require a simple message to your customers.

Email marketing doesn’t require a huge team or reams of technical knowledge in order to be successful.

It is certainly possible to jazz up an email campaign with fancy templates, videos, images and logos, but the content of an email is the most important thing.

Easily Fixed

With email marketing it’s easy to notice when it’s not quite working.

Any alterations you might need to make will be practically effortless.

Platforms such as Mailchimp allow you to access conversion rates and click through, making it incredibly easy to improve your campaign.

Sharing beyond subscriber list

By adding a share button, you will notice your brand gaining popularity as your ‘too good to miss’ offers are shared amongst contacts.

Brands are constantly using this tactic, leading it to become an important mechanism of online selling.

Instant reach

Email marketing ensures that your messages are definitely reaching your customers.

One of the beauties of email marketing is its ability to help your brand’s message be shared around the world in an instant.

Quick results

Did you know that it could take just minutes for a business to start seeing results from an email marketing stunt?

Playing on customers FOMO (fear of missing out) has proved to be a brilliant marketing ploy.

For example, remind your customers that they are missing out on a sale or discount code.

Return On Investment

The benefits of email marketing are perhaps best displayed through their financial results.

Email marketing campaigns have undeniably strong return on investment.

According to an eMarketer study, the “median email marketing ROI is 122%.”

Regardless of the many digital marketing tactics that continue to emerge, email marketing remains one of the strongest ways to engage, entertain and educate your customers.

You are now one step closer to running some quality email marketing campaigns!

If you are in need of Email Marketing help, then you have come to the right place!

Our in-house team will review your analytics to ensure your email is being reached by the right people, design a stunning template and write content your customers simply cannot ignore!

Freja Edmonds

Freja Edmonds

Marketing Intern

CB Digital Nottingham Marketing Agency