What are the benefits of email marketing?
Most organisations, no matter what their size, have at least dabbled with the idea of email marketing to reach new customers and keep in touch with existing ones. However, with GDPR and the number of email platforms out there, some organisations may be left wondering whether it’s worth it or where to start – so what are the benefits of email marketing? And if you’re not using it, are you missing out?
The short answer to that last question is probably yes, as email has been given as one of the main marketing channels to consistently deliver high return on investment. Here are some reasons why…
It’s comparatively cheap
Because the costs are related to how many people you want to email, you can easily keep control of your budget, who you want to reach out to and what you want to say to them. On average, small businesses in the UK spend around £50 a month, which is a lot cheaper in comparison to an effective PPC or Adwords campaign.
Reach the people who want to hear from you
One of the best things about GDPR is that you know that if people have signed up to your mailing list, they want to hear more about your products and services, so you can build relationship with people who are already engaged.
You have a high chance of your message being seen
How many times do you think you check your email account a day? It’s likely that it will be more than once, judging by consumer behaviour, so your message has a high chance of being viewed by your audience within a short amount of time.
Easily schedule and organise campaigns
Email marketing software allows you to create and control your emails in terms of their messaging, branding, when they are sent, and to who. If you know that you have certain parts of your audience who are more interested in some of your products and services than others, you can segment your contacts and send them a campaign targeted to them.
Get insights that you can act on
Most email marketing platforms come with reporting functions, which give a whole host of information for you to determine how successful an email campaign is; including how many people opened and interacted with your email, what time they opened it and which links were the most popular. You can also run tests to see how your audience reacts and refine future messaging – for example, you can set up the same email with two different subject lines to two different audiences, to see which is most popular. All of this information allows you to refine future marketing campaigns for greater success.
So, what about that return on investment?
The ol’ bottom line… what does building on relationships mean in terms of money? Well, according to Hubspot, almost 60% of marketers claim that email represents their largest ROI, equating to £38 for each £1 spent.
Would you like to find out more about how email marketing has worked in your industry and how it can change your business? We would love to tell you more, so get in touch today!
