14 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.

Benefits of Email Marketing

The following lists some email marketing benefits. 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 can emphasize your brand's unique voice, style, and image.

Once you've created a brand style guide complete with your company's branding guidelines, follow it in every email. It's not just an opportunity to connect with your subscribers but 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, clever 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 and hear from you, the more they will trust you.

Every time subscribers share your content; you build more exposure and credibility. Suppose you plan your content to be relevant and timely for its intended audience. In that case, 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 an easy way to opt out that's easy to see. 

4. Create Excitement

Your customers aren't all the same, and offering identical incentives doesn't work as well as aligning incentives according to the 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 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, and any news 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 consistent customer value while keeping your brand top-of-mind. These email campaigns provide helpful information, products, and 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 valuable 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. 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. Conversation starter

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 customer relationships.

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.

10. Cost-effective

One of the significant benefits of email marketing is that it is a cost-effective way to reach a large audience. Compared to other marketing channels, such as direct mail or paid advertising, the cost of sending emails is relatively low. Email marketing is an attractive option for businesses of all sizes, as it allows them to reach a large audience without breaking the bank.

Another advantage of email marketing is that it is easy to scale. As your business grows, you can easily add more subscribers to your email list and send more emails without incurring significant additional costs. This flexibility makes email marketing a cost-effective option for businesses looking to reach a large and growing audience. Additionally, many email marketing platforms offer pay-as-you-go pricing, which allows you to only pay for the emails you send rather than a flat fee or subscription. This can help you control your marketing costs and stay within your budget.

11. Personalization

Personalization is a crucial benefit of email marketing. It allows you to create a more personalized experience for your audience by tailoring your messages to their specific interests and needs. This can help increase the relevance and effectiveness of your emails, as users are more likely to engage with and take action on messages that are relevant to them.

There are several ways you can personalize your emails, including using the recipient's name in the subject line and body of the email, segmenting your email list and sending targeted messages to specific groups of users based on their interests or behaviors, and using dynamic content to display different content to different users based on their interests or preferences. Using personalization techniques, you can create emails that feel more like a one-on-one conversation with the user rather than a generic mass email. This can help increase engagement and build stronger relationships with your audience.

12. Mobile-friendly

One of the benefits of email marketing is that it is mobile-friendly. Most people check their emails on their smartphones, so it's essential to ensure that your emails are optimized for mobile devices. This means designing your emails with a responsive layout that looks good on both desktop and mobile devices and using a font size and layout that is easy to read on smaller screens.

By making your emails mobile-friendly, you can increase the chances that they will be read and acted upon. This is especially important given that many users may be checking their emails while on the go, and may not have access to a desktop computer. By optimizing your emails for mobile, you can improve the user experience and increase the chances that your emails will be read and interacted with. Additionally, many email marketing platforms offer mobile app versions, making it easier for users to manage their email campaigns on the go.

13. Flexibility

Flexibility is another benefit of email marketing. Email marketing can be used to achieve a variety of business goals, such as generating leads, increasing sales, or building brand awareness. This makes it a versatile marketing tool used in various contexts and industries.

Another advantage of email marketing is its flexibility regarding the format and content of the messages you send. You can send newsletters, promotional emails, educational emails, and other types of content depending on your business goals and the needs of your audience. You can also experiment with subject lines, headlines, and calls to action to see what works best for your business. This flexibility allows you to tailor your emails to your specific business goals and audience and to test and optimize your campaigns for the best results.

14. Easy to share

One of the benefits of email marketing is that it is easy for users to share your messages with their friends and colleagues. This can help you reach a larger audience and increase the visibility of your brand. Many email marketing platforms include social sharing buttons in the emails, which make it easy for users to share your content on social media platforms such as Facebook, Twitter, and LinkedIn.

In addition to social sharing buttons, you can also encourage users to forward your emails to their friends and colleagues by including a call to action in your emails. This could be as simple as adding a "Forward to a Friend" button or a message asking the reader to share your email with their network. By making it easy for users to share your emails, you can increase the reach of your campaigns and potentially attract new subscribers.

Another way to leverage the sharing power of email is to include user-generated content in your emails. For example, you could ask users to share their photos or stories about your product or service and then feature the best submissions in your emails. This can help create a sense of community and encourage more users to share your emails with their networks.


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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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