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Email has rapidly evolved over the decades from an unsaturated, new shiny tool for both consumers and marketers, to a forum for unsolicited spam and is nowadays, often seen as a baron wasteland of unread messages.
Yet, despite the negative perception of emails, there hasn’t been a better time to incorporate email marketing into a digital strategy. When it comes to cutting through the ever-increasing ad noise, reaching your target demographic and, most importantly, driving conversions through a natural sales conversation, email marketing remains an under-utilised tool.
This is especially the case when recent research has revealed:
Simply put, if your business has yet to implement a full email marketing strategy aligned to your marketing funnel, then you’re leaving money on the table.
Digital campaigns are often at the mercy of algorithm changes, which is the case with popular advertising platforms such as Twitter and Facebook. Considering the recent changes in the Facebook algorithm at the start of this year, existing strategies have been flipped upside down and has impacted businesses, brands and advertisers. Nowadays, we cannot simply assume if your target audience is on Facebook, they’ll see your ad or post.
Email is not regulated by third-party algorithm changes at the moment, therefore is the superior channel for customer acquisition. Additionally, and very importantly, it’s inexpensive! Email marketing allows businesses to reach many consumers with literally a few cents per email, significantly lower than the usual CPC rates of other platforms. This makes email particularly attractive for SMBs where every cent counts and research has shown 85 percent of eCommerce businesses consider email marketing one of the most effective customer acquisition tactics.
We know content marketing may be time-consuming and it works. Rather than simply publishing your content on your website, it’s a win-win situation distributing the piece of content to thousands to incentivise immediate action via eDMs. Content marketing and email marketing are a match made in heaven like peanut butter is to jelly – OK, this may be left up to the discretion of taste buds.
You’re also able to kill two birds with one stone by dissecting a new blog post and packaging it for an email format, in order to engage your target demographic without a sales focus. Unlike a standalone website, we can establish a personal rapport with every customer as emails are a direct one to one form of communication, in comparison to blogs where it’s seen as a public space or even blunt advertising for that matter.
The collection of email addresses is likened to exclusivity and loyalty. The email addresses in your database are your most loyal and dedicated fans, usually with the decision-making power and intent to take action as they’ve given you the consent to correspond with them. This is an important note.
Now, if you have thousands, tens of thousands, even hundreds of thousands of emails in your mailing list who have opted in to hear from you, this opens many doors to nurture them with personalised content and offers, translating into qualified leads or revenue.
Along with the significantly high average open-rate of emails sent to a mailing list, and the desire to hear from your brand or business, a mailing list also provides the opportunity for experimentation and research. Require feedback on a certain product or service? Just ask your mailing list. They’ll be open to indulging with your content, ideas and requests. Just don’t forget to provide value back to your loyal following in the form of valuable content or discounts/offers – it’s a two-way street.
Now we understand the importance of a mailing list, it’s a no-brainer to segment and nurture your following. Segmenting your email database is like neatly filing all books in a library by genre. The benefits of segmentation, just like filing books, is profound – it enables macro-targeting, higher open and engagement rates, subscriber retention etc.
Once we’ve segmented the data, lead nurturing is the next strategy in line. It’s the process of engaging the predefined target group by drip-feeding relevant information at each stage of the marketing funnel journey. The aim of this is to proactively move your prospects you’ve gained through your marketing and lead gen efforts, so they ultimately end up as paying and return customers. There’s no better platform to create an ultra-personalised nurture flow than emails.
All in all, even in 2018, email marketing is here to stay, and it is essential it’s part of your digital strategy for the reasons listed above. Additionally, it’s worth noting it’s a trustworthy platform as it’s permission-based, unaffected ad blocking platforms and algorithms, and it’s still extremely effective
If you don’t know where to begin, we can help set you up with the team here and find the perfect email strategy for your business. Give us a call on 02 8310 2393 or contact us here.
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