When people discuss digital marketing, email is not always a prominent starting point. It might have been ten years ago, but ever since the boom of social media and SEO, it has fallen to the wayside of the conversation – despite the fact many businesses still utilise it.
In an ironic way, this could be due to the fact it is such an effective marketing tool. For many established companies, it is almost a given that email will be integrated into their digital marketing strategy, but for new, small businesses who are just setting out on the journey, its benefits can easily be missed.
Email Provides An Easy Way To Stay In Contact
If you are a business that requires repeat custom in order to thrive, then email provides a quick and easy way to stay connected with your existing clients.
According to the site www.incentivesmart.com, 91% of B2B companies say email is their best marketing tool in terms of success rate, mostly due to the fact it cuts straight to the source. Overall, 54% of emails are opened on a mobile device, meaning your marketing strategy is reaching customers in real-time, keeping your customers informed and engaged with offers and updates.
Emails Are Good For Engagement
As a digital marketing tool, email has some history. The first email was sent 50 years ago, and since then, businesses and consumers alike have been utilising the service as the top form of communication. This means that, in some shape or form, people are accustomed to engaging with an email, whether it’s with a reply, a forward, a link click or a deletion.
It is your job to utilise that and ensure that your email is being engaged in the right way. An email gives you a chance to really connect with customers, sometimes on a personal level – a b2b loyalty program can directly email customers based on their individual needs – and you can easily drive traffic towards your site with a simple click.
Cost Effective And Increases Awareness
One of the most beneficial things about email is that it is cost-effective. Whilst some social media strategies can take up a lot of the budget, email is both efficient and saves on your company’s pennies. It is also positive when it comes to brand awareness. It can be easy for both new and existing customers to overlook your company’s existence if they are not reminded of you on a regular basis.
Of course, this shouldn’t be done through sending an abundance of emails to every customer – this is known as spam, and it will certainly have the opposite effect – but a regular marketing scheme that promotes your activeness is enough to keep your customers engaged and aware of your company. As mentioned previously, this can be even more effective than social media marketing techniques, as you are ensuring that your email is going to be acknowledged by the consumer in some way. The only thing you have to do is ensure that the email is informative and gives the customer an incentive and motivation to react positively to it.