The Importance Of Email Marketing And the Top Benefit

Email marketing is a type of direct marketing that uses personalized, mass emails to educate and convince a lead to take a specific action, like making a purchase.

This means putting into place a series of email marketing tactics so you can tweak, measure, improve, and continue to provide a great experience for subscribers.

It’s not enough to write up a couple of emails and send them sporadically throughout the year. Instead, we’ve put together some key strategies you can use to improve your campaigns and make them a powerful marketing asset.

Why Email Marketing is Important?

Let’s talk about why email marketing is so very important for your business now. Despite the rise of social media and unsolicited spam email (which is never a good marketing strategy, by the way), email remains the most effective way to nurture leads and boost customer loyalty.

There are many reasons you should make email marketing one of your top priorities:

1. Email is the #1 communication channel. Did you know that at least 99% of consumers check their email daily? That can’t be said of any other communication channel.

2. You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.

3. Email just converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. Email marketing has an ROI (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.

Provide value every time

Next up, providing value to subscribers is equally essential to an effective email marketing strategy. If you consistently provide value, your subscribers are more likely to consistently open and read your emails. They might even start anticipating your messages landing in their inbox.

So how exactly does one “provide value”?

Think about what your customers want and need from you and build your email strategy around that. Maybe you’re an eCommerce clothing retailer, and a major pain point for your customers is not being able to try on your items before purchase. Your email marketing strategy can and should address this issue!

In your email newsletters or marketing campaigns, you could feature content with advice on online clothes shopping. Similarly, you could transform your generic size guide into a custom size finder and link to it in your emails.

This kind of email content is what we mean by providing value to your subscribers. Of course, promotions and new product features provide value too, but consumers have come to expect this type of content, so it doesn’t come across as exceptionally helpful.

Optimize your calls-to-action

Your calls-to-action (CTAs) can dramatically affect the click-through rates of your emails. (And, therefore, your conversion rates too). A weak CTA means fewer visitors and, ultimately, fewer sales so it’s worth spending time on your CTAs to make sure they pack a punch. Experiment with using buttons and text CTAs and focus on making sure the words you use are compelling enough for subscribers to click on.

Another best practice when it comes to CTAs is to use specific language. You want to give your subscribers a good idea of where you’re sending them, especially for your higher-level CTAs to generate leads. For instance, if you’re featuring a new line of products, your CTA could read “check out our summer 2022 collection,” and the link should go directly to this section of your website.

Get Personal — But Have Your Boundaries

There’s no doubt that email personalization is a great tactic proven to have amazing benefits on your mail campaigns. According to Invesp, compared to non-personalized, personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates. The benefits even go further. An Epson research states that 80% of the customers are more likely to purchase from a brand that provides a personalized experience.

While it’s great to familiarize the relationship you have with your customers, you have to be careful not to cross the line. Overusing names will just make you look weird in your customer’s eyes and damage your reputation.

Final Words:

The use of email within your marketing efforts to promote a business’s products and services, as well as incentivize customer loyalty. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between. Mailgaze can help you design, build, and optimize your email marketing and give you the best email marketing examples to get the best ROI in your marketing program.