Wednesday, July 17, 2013

13 Reasons Why your Business should Use Email Marketing

Many small businesses have come to realize the potential of the online media as a marketing channel, mainly because it's one of the most measurable and affordable one. Consequently, social media became a buzzword among businesses who were following the herd, without caring much about whether a match
existed between their audiences and their potential client base. For instance, if you are in the B2B sector, it does not make much sense to devote significant resources to Facebook marketing.
On the other hand, email is one oft-ignored channel of formally reaching out to your potential customers with minimal intrusion. Here we have tried to explore the reasons why email marketing can work for your business and also why you should prioritize it above social media.



Why should you use email marketing?

1. It's cost-effective

Most of the email programs in the market today are cheap (some are even free) and thus have a higher ROI than the traditional media channels. Also, in the absence of a minimum threshold on size of the intended audience, it's a preferred choice for businesses having a niche market.

2. It's easily traceable 

Most of the popular email programs allow you to track metrics such as mail open rate, bounce rate, Call to Action (CTA) conversions, social media interaction instances etc. 

3. Requires minimal effort to set up

Unlike most other channels, setting up email marketing accounts and campaigns require the least amount of effort, especially in comparison to social media networks where a lot of time is spent on setting up the account & understanding the different systems.

4. Can be personalized

Even with ever-evolving interfaces, it's almost impossible to personalize your messages according to your recipient on social networks. However, using emails one can easily modify any field of info in order to show a personalized email to every other user.

5. A useful tool for customer education

If you are into a very specialized business or use a sophisticated level of tech, you must be aware of the importance of customer education. It can be very difficult to communicate through media other than email to educate your customer about complicated products or systems. Emails can afford you the luxury of being as lucid as you want while drafting, so that you can get your message across unambiguously.

6. It can be automated 

Email marketing allows you to schedule campaigns so that you can update your audiences at the right time. It's more helpful to companies having clients spread across different time zones. Scheduling periodic campaigns every week/fortnight/month can be more effective as it streamlines the process rather than just appearing ad hoc.

7. Requires lesser effort on the customer's part

Conversions are swifter as the channel that the customer chooses to respond through is the same as the channel of communication, thus requiring no extra effort to inquire more, or to make a purchase.

8. Leads to a shorter sales cycle

The effectiveness of an email campaign can be measured in just 1-2 days as compared to a few weeks or months in case of other direct marketing channels, which in turn leads to shorter sales cycles.

9. It can boost your sales figures

Although it doesn't have to look like a spammy sales letter,  using emails as a way to reach out to your
leads whenever there is a special offer, pricing or contest can give your business faster conversions.

10. It can complement your segmentation strategy

Can you deliver a different message to different sects of customers using social media? Well, this is where email marketing proves to be different from the typical one-to-many social networks.

11. Has a greater attention span and a longer shelf life

An email upon being opened has a greater possibility of grabbing the customer's attention as the number of emails one normally reads is greater than social media updates that he/she comes across. Also, the number of emails competing for a customer's set of eyeballs is far lower than social media updates beckoning them.

12. You are in control of the design

While drafting an email campaign, you don't have to worry about the number of characters, or the format of the media that you need to attach. You are the master of your campaign's design in every way and can do whatever you like with it to make your emails more interactive compelling, and informative.

13. Garnering Feedback

It's possible that customers are hesitant to post feedback on public forums, while they may choose to reply to your mail campaigns. This can promote a healthy feedback mechanism without affecting your brand image.

Email is without a doubt, a great way to connect, but unfortunately it has garnered a lot of bad reputation due to misuse at the hands of spammers. Though it still works well for companies who are building their own opt-in lists gradually.

(Image Source)

7 comments:

  1. Nice post, an enthusiastic entrepreneur will surely consider this!!

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  2. @Thirumal, thank you! glad you liked it

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  3. Hi Mohit Sharma

    I’ve been watching your blog for a long time. I have been trying to create one. Is this a tutorial idea you’ve considered? Thank you very much for such things and other stuff! Are you going to start new online Business? Get proper Business plan here.

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  4. E mail marketing is one of the best marketing strategies to use, but to be effective; it should be used in proper manner without overstepping the Google Guidelines. It’s one of the active methods of promotion.

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    1. Jonathan,
      In email marketing, the line between communicating value to the target audience and 'spamming' is very thin. One should certainly keep that in mind and pitch only the relevant people out of an opt-in list. Thanks for sharing your perspective.

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  5. One reason why I choose to do email marketing is that even though there are companies that use the automated email marketing, you can still have it personalized, as if you are the one who speaks behind the email. This way, recipients (your possible customers) would feel that you are hands on with the business and that you make sure they get the most of their money's worth.

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    Replies
    1. Fulton,
      Personalized emails make the most sense while doing email marketing. But as you can't personalize mails at a scale, you have to rely on email programs like Mailchimp to do this for you. Make sure though that you have a genuine opt-in list as these programs discourage lists that are sold commercially.

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