9 Benefits of Email Marketing

Just about everybody uses email every day. They check their inbox before breakfast, during the commute, and on coffee breaks. Email provides an efficient and cost-effective way to establish communications between your brand and your customers.

Email Marketing Concept. Button on Modern Computer Keyboard with Word Partners on It.

The following list enumerates some of the benefits of using email marketing. It is estimated that email is nearly 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.

1. Increase Brand Awareness

Email marketing strengthens brand recognition with both new and potential clients. As people forward or share your messages your organic reach is extended. As you update your existing and potential customers regularly you have the opportunity to emphasize your brand's unique voice, style, and image.

Keep in mind, once you've created a brand style guide complete with your company's branding guidelines, you need to follow it in each and every email sent. It's not just an opportunity to connect with your subscribers but an opportunity to further cement your brand identity. With every email, the customers are exposed to your business and your brand. You build value with strategic planning, smart design, and targeted content. Consistent and helpful emails keep you top-of-mind for existing customers and inspire leads to convert. 

2. Reach Targeted Audiences

Knowing your audience and segmenting emails accordingly ensures that the content you're putting out there is relevant and meets a specific need. By so doing you should see your conversion rate go up. Carefully crafting your subject line, using images that resonate with the customer, and providing content that has value to each customer's segment of your audience should combine to drive engagement.

3. Build Authority and Credibility

Use email marketing to deliver curated content that helps establish you as an expert in your niche. You build credibility by staying in contact with your customers and keeping them up to date with the goings-on around your business. The more they learn about you and the more they hear from you, the more they will come to trust you.

Every time subscribers share your content you build more exposure and credibility. If you plan your content to be relevant and timely for its intended audience, you establish a continued rapport and trust with current customers, hopefully ensuring they'll turn to you again when the need arises. Be sure your sending credentials are good so your emails don’t go into spam. And give customers a way to opt-out that's easy and clear to see. 

4. Create Excitement

Your customers aren't all the same and offering all of them identical incentives doesn't work as well as aligning incentives according to unique characteristics of targeted segments of your audience. Your customers feel valued when you offer them a reward like an invite to a special sale, a limited discount, or just showing them what goes on behind the scenes. Not only is the gesture appreciated and remembered by your customers, but it creates that excitement and exclusivity that will help your startup down the line.

5. Increase Product and Service Visibility

There's always a good chance customers don't know about all of the different products and services you offer. Taking a proactive approach means enhancing the exposure of all your products and services, and email marketing is an effective means to build the visibility you need.

6. Foster Strong Customer Relationships

Email gives you the ability to stay top-of-mind with your customers and keep people engaged with your business. Customers like to know you're thinking of them. They like being made aware of the latest products and information about your business.

The latest product launch, the next big event, any news at all about your business are all good topics for regular newsletters. When a customer has opted into getting emails you shouldn't be hesitant about actually making contact with those customers with timely announcements, offers, and product developments.

You can set up automated emails that provide constant value to the customers while keeping your brand top-of-mind. These sorts of email campaigns provide helpful information, products, and/or tips, and do so over days, weeks, or months.

7. Gain Insight with Measurable Data

You need analytics to measure the success of any marketing campaign. Email marketing software gives you precise and useful data and metrics that include delivery rates, open rates, click-to-deliver rates, and subscriber retention rates. More than numbers and percentages, these provide insights into the customers' behaviors and interests. Use your email marketing campaigns to see what information your consumers are most responsive to. From there you can further target your strategy towards what you now know to be the most effective campaigns and topics of interest.

A good open rate means your customers know your brand and want to hear from you. The click-through-rate shows you how many customers took the time to go through your email content and clicked to learn more. The next goal is to convert the customer—to follow through on the action your email has asked them to take. Conversion rates tell you how well your call-to-action performed.

8. Increase Sales and Web Traffic

Email marketing provides opportunities for impulse buying. You can entice your readers to purchase by featuring other items often bought with whatever the customer just purchased. You can provide a list of items similar to what the customer has purchased in the past. You could create a special offer or discount for future purchases.

Encourage visits to your website by including relevant links within your email content. Encourage engagement with information about other pieces of content available on your website. Always include social sharing buttons to encourage the promotion of your content across the customers' social channels for that added bit of organic reach.

9. Start a Conversation

Email marketing lets you start a two-way conversation that benefits you and your readers. Don't just push your message out, encourage them to share feedback and ideas. Share useful advice, news, and educational content and encourage feedback to continue building your reputation and strengthening your relationships with your customers.

Ask what they thought of the advice, news, and educational data you've included in your email. Ask what other questions they have or what they'd like to see addressed in future emails.

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Shelley K.
Shelley K.
Shelley's been in Seattle practically since the dawn of time. She enjoys having fun (seriously) with research and writing. In her off hours she reads and walks, although not at the same time -- because tripping over sidewalks is embarrassing.

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