Despite the strong urge for brands to embrace new software and tech, e-mail remains the top mode for one-to-one communication. That means you already have a powerful marketing tool at your fingertips! Read on to learn all the great features you may not know about e-mail marketing
1. Useful for B2B and B2C
While social media is great for keeping customers up to date with brand news, e-mails are supreme when it comes to promoting limited offers and gaining those impulse clicks. Social media content is filtered — a scattergun approach that doesn’t specifically target your most loyal customers. This is where e-mail marketing is most powerful: personalization.
In 2020, 87% of marketers felt email was increasingly effective for messaging customers. Today we still send out newsletters, promotions, and lead retention emails because of these pieces of content continue to draw customers’ attention. Simple, emotionally evocative language does the trick.
Emails are a direct, informative way to contact key people within businesses. A well written subject line will work wonders — balance building intrigue with cutting to the chase, acknowledging buyer intent. Also, remember to include no more than one call-to-action in the email body when dealing with businesses.
2. High Response Rate
Tired of ads and social media posts that generate zero attention? Since emails can be tailored to customers and businesses, you’re more likely to receive a response from your target audience.
The most common metric for assessing email marketing success is the click-to-open rate, or ‘CTO’. This rate measures opened emails against the amount of clicks on your call-to-action link. 13.4% of marketing emails result in a click, on average. That’s comparable to a successful social media post from a large campaign, while being far more affordable!
Aim for a 10% CTO rate to gage the success of your email marketing campaign when starting off. Experiment with layouts, or action-based call to actions and images to increase your rate.
SalesHandy and RightInbox are excellent stand-alone mail tracking tools, allowing you to view link clicks and amount of sent emails opened. Keep reading to learn about complete mail marketing suites that include this feature.
3. A Direct Call to Action
Emails provide an excellent opportunity to connect with your target demographic. The formality of your language, nature of your graphics and images – even your text colour and font affect customers’ receptiveness to your message. Use this to your advantage when writing the call to action and body of your email.
Start (or finish) writing your email with a great subject line consistent with your CTA. A classic formula for writing email bodies is to ask questions (which may be potential problems or queries) and frame your CTA as the solution. Questions should be emphasized with emotive language, e.g. ‘Stressing about which mattress to buy?’. An appropriate CTA would be: ‘We make choosing a mattress easy. Start shopping.’
This simple formula may not be effective for B2B sales, instead your ability to convey value information concisely comes into play. Entice your prospect to respond by stating the undeniable value of your service or again, by asking questions they need answering. Be proactive about setting meetings and timeframes; ensure the ball is always in the potential clients’ court.
4. Automated, but Personal
Now let’s talk about mail marketing clients and the amazing things they can do. Mail marketing software like MailChimp, HubSpot and Drip provide you with email statistics, but are also able to send out emails to prospective leads and current customers based on their behaviour.
Consider the journey a prospect takes from signing up or registering interest to purchasing. Lifecycle emails can be customized according to which step a prospective may be on this journey.
Your mail software may automatically send an e-mail to users who have closed a browser window containing their virtual shopping cart. Alternatively, you may automate email vouchers or discounts to inactive clients, rekindling cold leads. The possibilities of further categorizing and targeting niches within your client-base are endless and depend on the nature and structure of your business.
5. Not Going Away Anytime Soon
All in all, e-mail marketing is a fantastic way to attract and retain customers, no matter the size of your business. E-mail marketing has an ROI of $44 for each dollar (USD) you spend. Not to mention a massive B2C audience – 90% of customers enjoy receiving coupons and sales promotions from companies.
E-mail will likely remain a major method for marketing to businesses. Companies are beginning to move away from email as a form of internal communication, with Microsoft Teams and similar software beginning to fill that niche more effectively.
Thank you for reading! We hope you learned something new. Check out our posts on creating effective loyalty programs and marketing automation to round-out your e-mail marketing skillset.
Looking grow your brand ASAP? Hire a Cemoh today and enjoy the benefits of a marketing expert working in your company early as next week.
