The world of marketing has changed dramatically in the past
ten years. New marketing campaigns that involve social networks, search engine
powerhouses, blogs, websites, and viral internet activity have permanently
altered the ways in which consumers are effectively reached by worldwide
companies. However, there is one marketing strategy that's been around the
block a few times and still offers countless benefits to both marketers and
consumers.
Email marketing campaigns have changed with the times, but they may actually
be more important than ever.
Kevin Gao of Comm100, in a recent article, discusses
the benefits of email marketing. According to Gao, email marketing is still a
relevant and beneficial form of mass consumer marketing. Below are ten reasons
why email marketing is clearly here to stay.
Email Lists are Personal
First, email marketing uses lists of contacts that are often
much more personal than consumer lists generated via social media or other
lead-generation tactics. Consumers guard their email accounts, so if you have
been given an email address for a consumer, your company has likely had some
form of positive interaction with that consumer. In a world where many
marketing campaigns are impersonal and generic, the personal nature of email marketing
makes your campaign much more likely to be noticed by a consumer.
Email Marketing is Simple and Quick
Another great benefit of email marketing is the simplicity
of this campaign format. With email marketing, you don't have to spend time and
energy researching keywords, crafting attractive ad titles, generating a blog
with thousands of hits, or posting on social media accounts every hour to
attract attention. An email
marketing campaign gives you a direct line to the consumers on your list,
so you can simply craft an interesting and engaging email, filled with relevant
information, and trust that consumers are going to respond. An email blast can
take fifteen minutes to create, but it can offer days of flurried consumer
activity.
Emails Drive Consumer Traffic to Websites
This brings us to the next benefit of email marketing:
increases in website traffic. Email marketing eliminates the gap between seeing
an advertisement and responding to the advertisement by visiting a company
website. If you place your website address on a billboard or television ad, the
consumer will need to remember that web address when he or she is browsing the
internet in the future. With email marketing, however, you can link key phrases
within your email directly to your website. You'll see a dramatic increase in
web traffic simply because consumers can access your website directly from the
email.
Email is Immediate
Email marketing is also important today because consumers
want immediate information and regular updates about company events and
happenings. The world has become an instant gratification smorgasbord, and many
advertisement and marketing strategies such as radio and television
commercials, billboard marketing, and even social media is simply too slow for
consumers to effectively use. With email, companies can send immediate updates
to consumers. Because many consumers are checking their email via a mobile
device, companies can trust that their customers will receive
important updates in a timely fashion.
Email Marketing is Super Cheap
Let's not forget one of the most attractive attributes of
email marketing: the overall cost. Email marketing is one of the least
expensive marketing and campaigning formats available to businesses today. It
takes very little time, effort, or resources to craft an email and send it to a
group of customers. While developing an email lead list does require time and
energy, this email
list can be used over and over again.
Email Marketing Involves Two-Way Communication
Email marketing is important today because it represents a
two-way communication forum between businesses and consumers. Today's consumers
are tired of being shouted at by businesses. They want opportunities to express
ideas and voice concerns. Email opens up the avenues of communication so
consumers can feel like they are being heard.
Email Marketing is Versatile and Customizable
Email marketing is also beneficial today because it is so
easily customized. Because every business, company, and brand is different,
it's important to find marketing campaigns that can be adjusted to meet present
needs. With email marketing, you can include photos, video files, and even
design elements that reflect your specific brand.
Email Marketing Creates Results
Email marketing is beneficial today because it creates
results. Unlike other campaigns which are designed to communicate ideas and
develop a brand concept, email encourages consumers to take action. Emails can
invite consumer responses, increase web traffic, entice consumers to make
purchases, and encourage consumers to forward important messages.
Email Marketing Allows You to Measure Results
Email marketing is also one of the easiest campaigns to
measure and evaluate. The effectiveness of an email marketing campaign can be
measured by using any number of web tools or data processing software. You can
quickly see which email links were followed, which emails were shared and
forwarded, and which email campaigns resulted in increased sales.
Email Marketing Doesn't Have to be Annoying
One of the greatest benefits of email marketing is that
consumers can choose to receive email marketing alerts or opt out of the alerts
if they feel they're being over-contacted. One of the biggest problems that
companies run into when they begin marketing on a personal level is crossing
the line from helpful to obnoxious. There is often no way to tell whether
customers appreciate frequent updates or begin to loathe them. If customers
feel that marketing efforts are too frequent, their concept of a brand can
begin to falter. With email marketing, however, this doesn't have to be an
issue. By allowing consumers to opt out of email marketing campaigns, you can
ensure that consumers are only receiving the updates they have requested.
Email marketing may be an older marketing form, but it has
secured itself as a long-lasting and profitable marketing campaign format. With
the explosion of social network marketing campaigns, search engine marketing
campaigns, and content marketing strategies, email marketing is often a breath
of fresh air to consumers and a cost-effective marketing alternative for
businesses.
Article From: www.davidandersonwealth.com
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