Editorial
By -

At its core, email marketing is the use of email to promote products and services. It is just one segment of Internet marketing, but it is a key element in a marketing strategy. Done right, it can generate exceptional results.

Email marketing can help a company to develop and build relationships with potential customers. It can create brand loyalty, increase sales and engage customers to voluntarily take additional steps to support your brand through online reviews or social media engagement.

When a person provides you with their email address, they are giving you permission to contact them. Take this responsibility seriously. It is a direct connection with your customer and one that you can personalize and build on.

 

Is Email Marketing Still Relevant?

While we keep hearing that email is dead, the fact is, it is still incredibly relevant. It makes it easy to reach customers via laptops, tablets and mobile phones. It is estimated that there are more than 4.3 billion email accounts in the world with more than 205 billion emails sent daily.

 

So Much More Than “Spam”

Email marketing is an opt-in exercise. The person has taken a step to engage – he/she wants to receive information, news and opportunities from your company. By creating useful content that provides a benefit, you are seen as a trusted source rather than a spammer.

 

Email Marketing Requires a Strategy

Just sending out an email about what you want customers or potential customers to know doesn’t work. It is about engagement – and to do that, you need a strategy. To start with, it’s important to understand your customer and what they want from you. It is not a “one-off” action, but a long-term commitment to building a relationship that consistently provides value to the customer.

 

Your Email List Is a Business Asset

Along with understanding and adhering to anti-spam laws, building your email list should be a business priority. A comprehensive list is an asset for a company. It is the avenue to consistent engagement and communication with individuals who have proactively opted-in to stay in touch. These are customers and potential customers who have declared an interest in your brand, products and/or services.

 

Email Marketing Can Be Personalized

Beyond just adding the person’s name, email marketing provides the ability to personalize your communication with customers and potential customers. This is a game changer and should be taken advantage of wherever possible. The person opening a personalized email feels as though you know and understand them and know what they are looking for. This drives sales. Everyone wants to feel like they are important and the personalization of content tells them that they are special to your company.

 

Email Marketing Can Be Integrated

Email marketing can be a consistent touch point that can pull your customer into deeper engagement and create a more enjoyable and compelling customer journey. It can drive your customer to action – writing reviews of products, engaging on social media, helping them to blend their in-store interaction with an online or email experience, etc. It is one element of a larger engagement opportunity where elements leverage off of each other to generate sales.

 

See Immediate Response and Results

Email marketing allows you see real-time results. (Who opened the email? How many clicked the links, what the responsiveness is to a call to action? Etc.) Email marketing provides key insights into customer behaviours. This allows you to see what resonates and, as importantly, what doesn’t – and to make changes that reflect these results.

What do you see as the biggest opportunities with email marketing? How do you implement it for your business?

Want to know more? Contact Bubblebox today to see how we can help you develop and implement a strategic email marketing campaign. Connect with us here.