Email marketing campaigns are essential to every business’ arsenal. When it comes to promotions, newsletter, notification, announcements there’s really no better way to keep your current customers, rescue old ones, and gain new purchases.

Digital marketing strategies are used by just about every brand. But many strategists want to know how to squeeze the most from their digital marketing budget and deliver the highest return.

Everyone uses email

By 2022, it is estimated that 4.25 billion email users will maintain 1.86 email accounts on average. As of 2019, 4.33 billion people have internet access worldwide and 3.93 billion use email.

It’s common for people—especially young people—to have two or more active email addresses. Many use one email for personal things (like social media and bills), one for mailing lists and brand promotions, and another for work or business.

An email address is required to do many things online, like signing up for Facebook or online banking, so just about everyone with internet access has a valid email address.

What is Email Marketing?

Almost all businesses rely on email marketing, which is the act of sending promotional materials, newsletter & notifications through email. It’s an effective digital marketing strategy that reaches your customers via their inbox.

Emails for cart abandonment, sales, and product announcements are common, but they can be sent in almost any situation and to any customer or potential customer.

Recent customers and potential customers on a newsletter list can be nurtured and encouraged through email. It’s all about how you set up your email marketing campaign.

The ROI for email marketing mostly as high as 4400%. That’s $44 for every $1 spent on an email marketing campaign.

Top reasons why your business needs to engage in email marketing.

1. Personal Messaging

In obvious terms, the target market subscribes to your content, therefore you already know they want to hear from you. As they subscribe, take the opportunity to ask specific questions about their demographic, interests and purchasing habits to better segment your audience. This information can be used to strategically target your messaging. The most effective emails are the ones that people want, so allow your customers to prefer the type of emails they receive; email newsletters, promotional emails etc. Segmenting your email lists allows for personal email journeys to develop and you can be more influential by understanding the needs of your customers.

2. Collecting your customer’s feedback

Keeping an eye on the customer experience is very valuable if you want customers to continue to interact, engage, and purchase from your brand.

Email marketing can help you do this. For instance, you can send customer satisfaction surveys to obtain customer feedback through email campaigns.

In fact, this is one of the best ways to calculate your Net Promoter Score (NPS). This score helps you find out the percentage of customers who are brand ambassadors and the ones who are detractors. With this information, you can come up with strategies to improve your customer experience.

3. Measurable Metrics Over Time

Knowing what works is amazing. You can continue building on previous success. Equally as important is to recognize where you can improve. While it’s easier (and more fun) to focus on the positive, acknowledging where you can make adjustments will improve your products and services. With email marketing software & automation, it becomes easy to gather such data by tracking conversion and click-through rates.

When you see an email with a great click-through rate, use that as a base for future sends. For example, if you notice an email with an image performs really well, use a compelling image in the next email.

While we would prefer good news all the time, it’s important to know that not every email will be a smash success. And that’s okay. And totally normal! Because of that reality, take the same amount of time to look at emails that didn’t perform as well as you hoped. Make sure you have clear calls to action, your links are all working correctly, and the content is interesting.

4. Improving sales.

While email marketing is clearly an excellent marketing tool, it can actually improve your sales as well.

Email marketing campaigns can feature products or services, encourage customers to purchase after abandoning their cart, or deliver special offers to your customers.

Your email marketing campaigns can easily incorporate messages to encourage a purchase to an audience that’s more likely to buy from you because they’ve opted-in to your messages and updates.

Additionally, you can use email marketing to automate part of your sales process, which can help increase sales as well.

5. Generating traffic to your site.

With email marketing campaigns, you’ll send traffic to your site and improve your SEO. Plus, you’ll keep your audience engaged with your brand and your site.

When you’re creating an email that links to your content, keep in mind that each email should contain a call to action (CTA) so readers can click through to your site.

6. Increasing leads.

In the same vein as improving sales, you can also increase your leads with email marketing. In fact, with the inbound method, email marketing is used to nurture leads and improve conversions.

For example, let’s say you downloaded a lead magnet from a site. Then, you start receiving drip emails, and in the end, you decide to book a demo and learn more. You just went from an MQL to an SQL, which improves the marketing teams number of qualified leads to the sales team.

Email marketing automation can further qualify leads so your sales team isn’t wasting time on bad leads. Plus, if your company does lead scoring you can keep track of whether those leads open your emails or engage by clicking the links in your email.

Email marketing is one of the top ways to reach your audience. Plus, it can also improve sales and leads. Since this is still the place where people want to receive information, let’s just say that email marketing isn’t dead.

Improve your email marketing strategy

The benefits of email marketing for small businesses may not always be obvious, yet there are many. An email marketing strategy can help you find new customers, retain them and stay in touch with them, all while maintaining a reasonable budget.

While there is a multitude of email marketing services out there that can enable you to start sending your own messages, AUMARK (AUtomated MARKeting) is the powerful tool that does all the work for you. UOM expert marketing professionals writes, compiles, and automatically shares compelling content that your network will love and will make you look great.