If you are looking to boost your sales, get more leads or improve the relationship with your customers, you should bet on email marketing.
In this article we explain some of the benefits. In addition, you will better understand what email marketing is and the advantages of applying it.
Let's start now!
Table of Contents
- Email marketing: what is it?
- 5 benefits of using email marketing
Email marketing: what is it?
Email marketing is a form of direct marketing. It is used to connect with leads or customers through email. Unlike other marketing resources, such as advertisements, email is an opt-in channel. That is, people on your mailing list subscribe to receive your content.
Marketing emails have two central objectives: to promote and to inform.
Informational emails aim to educate customers. They serve to present your brand (or the work you do) and your products or services through email marketing.
Promotional emails aim to sell products and services. There are several promotional email marketing techniques.
Many newsletters include a CTA (call to action) button that takes the reader to the brand's store.
5 benefits of using email marketing
Here are 5 great advantages of using email marketing:
1. They are low-cost campaigns
Marketing used to be a very high expense for companies. Especially when hiring billboards, TV ads and printing posters. Email marketing is much cheaper. You only need a computer, time and a platform to automate your email marketing campaigns.
According to the digital marketing platform WebFX, a medium-sized company spends between USD 9 and USD 1,000 per month on email marketing. In Spain, a study by Digital Response shows that 48.73% of companies spend less than 10% of their marketing budget on email marketing.
Because it is so low cost, the revenue generated by email marketing offers a high profit margin.
2. Reach an interested audience
Some types of marketing (such as social media ads or billboards) target groups of potential customers who don't know your brand. In email marketing, on the other hand, people choose to subscribe to your mailing list from your website.
The recipients of your email campaigns have agreed to receive your emails. That is, they are an audience with interest in your brand, products or services.
This benefits you because:
It is easier to convert an interested audience into customers, as these leads would not join your mailing list if they were not motivated.
In summary, email marketing is an excellent investment because it reaches interested consumers through a platform where they like to receive promotional content.
Generate and nurture leads
Email marketing generates high quality leads for your brand, as you can attract them to your mailing list with a "lead magnet".
A magnet is something you offer the lead in exchange for signing up for your mailing list. You can use many types of content as lead magnets. For example:
- Free products
- A free trial period (if you sell a software or subscription service)
- Free counseling or advice
- Discounts and promotions
Email marketing also allows you to segment your leads by groups or demographic characteristics. This way you can apply different techniques to attract them. Segmenting consists of dividing your mailing list into quadrants to send specific campaigns to each of them.
Segmentation helps you nurture your leads in a more personalized way. The closer the relationship you create with a lead, the more likely you are to close a sale.
4. Keep customers informed
With email marketing you can be in immediate contact with your customers when there is a unique event, as it is a channel that allows you to send crucial information directly.
Informative emails also strengthen the relationship with customers. You can use them to share your brand's achievements and good deeds.
5. Increase web traffic
Increased web traffic helps drive revenue. The more leads that interact with your content, the more likely you are to make a sale.
To drive your readers to your website from your marketing emails:
- Add links within the body of the email in a natural way.
- Add links to key pages of your website (such as the Q&A or contact form) in the footer of the email.
- The more quality links you include, the more chances you have to sell.
Endnotes
An email marketing campaign is a fantastic investment for your business.
In short, email marketing helps you drive revenue, while promoting one-to-one communication with your leads and customers. In addition, email is a very versatile channel for creating marketing campaigns as it allows you to customize the design and content, update your emails if an important event arises and optimize your campaigns by A/B testing.
Source
https://www.pipedrive.com/es/blog/email-marketing-beneficios
