According to a recent survey conducted by the Radicati Group, around 3.8 billion people worldwide were using email in 2018. The study shows that the number of users is increasing day by day – by the end of 2022, we are expecting to see a 10.53% increase, meaning no less than 4.2 billion people are expected to use email by this year. Even if some Buzz Feed article might tell us that email marketing is no longer a useful tool, data suggests quite the opposite.
Many business owners and managers ask me, “Will email marketing truly help me in the ways that I expect it?” My answer is, it depends on what you are expecting. It also depends on how you use it. If you are knowledgeable of the tips and tricks, you will definitely get the expected results. Email marketing has not gone out of fashion – it is still highly valuable. Using it suitably will help your business in unexpected ways.
So, in a nutshell: don’t give up on email eCommerce just yet; learn how to make proper use of your resources!
Customers Use Email
While social media is becoming increasingly vital for eCommerce businesses, entrepreneurs should not forget about the traditional email as an outreach tool. It’s true that Instagram influencers and Twitter posts can quickly draw customer attention – especially lately, with such a drastic rise in media platform users – but in the business world (and not only!), many clients still prefer to check their emails over checking their social media notifications. This behavior should, therefore, be encouraged.
A recent HubSpot survey affirms that more than 91% of worldwide customers use email as their primary purchasing tool, while more than 50% of U.S. clients check their personal emails more than 10 times per day. The same study shows that 99% of buyers check their emails daily. So, email is definitely not something to be excluded from your marketing campaign.
It’s an Easy Way to Share Offers
Conducting market research and polishing your sales strategy are two of the most important steps to take before engaging in email marketing. If you do them correctly, your number of daily purchases will soon increase, and your profits will boost. Email marketing provides the perfect opportunity for salesmen and essay writing specialists to make use of customer data and send out special offers to targeted audiences.
A quick tip: performing market analysis should include the following steps –
- Defining your target audience
- Learning about your target audience using stats & demographics
- Identifying personalized customer characteristics
- Preparing your research questions and engaging in discussions with staff
- Listing your competitors (both small and big)
- Summarizing all of your findings
It Increases Brand Awareness
Not many people know how much of an impact email marketing can have on brand awareness – but if you’re reading this, you do, so make sure you use your resources wisely.
More than 80% of marketers consider emails their most effective tool to improve lead nurturing and market content, writes MarketingCharts.com. So, if you are set on increasing brand awareness, this could be your chance to make it work. Here are some quick tips you might find useful –
- Target the right audience – that can only come with performing accurate marketing analysis and research; don’t forget to ask for customer consent.
- Send out welcome emails and offer customers discounts from the very start!
- Provide valuable info – don’t send out emails just to “do your job,” put some thought into the content and make it highly valuable. Focus on customers’ preferences and interests!
- Include CTA (Call-To-Action) buttons in your emails.
It’s Affordable
According to another significant statistic report at HubSpot, email generates $38 for every $1 spent, which is an incredible 3,800% ROI. You can easily see how email marketing is not only effective but also incredibly cheap, which is something you should definitely look at, especially if you are an emerging business. There are numerous companies that offer various marketing packages for starters or professionals, depending on your needs. Here are some of which we highly recommend:
- MailChimp – suitable for any business, offers forever free plan
- Constant Contact – for small businesses, non-profits, or blogging beginners
- SendinBlue – for affordable packages combining SMS messages, email marketing, and SMTP bulk emails
- Drip – one of the best-rated eCommerce email marketing software
- Buy Dissertation UK – to check content for your email marketing program
- ConvertKit – for professional bloggers or content creators
It’s Easily Trackable and Measurable
Most of the email marketing programs available nowadays will track your progress and outreach activity, making your job easier to handle and complete. That’s remarkable because it gives you an idea of how your company is doing, both short and long term, which means that you are able to improve what goes wrong and eliminate what doesn’t work at all. In the end, it all depends on your targeted population’s preferences, so there’s no point in pursuing something that doesn’t work just to see that it fails.
“Email marketing tells us when to stop or pause, which is why it is so important that we use it as a first business tool,” states Gina Crowfoot, manager at My Assignment Help Australia. “If your customers receive too many emails in one week, this might be quite bothersome to them, but if they don’t receive enough, this will be detrimental for your business,” ends Gina. Email marketing provides the tools that will help you reach the optimal number of emails sent per week depending on each one of your customer’s preferences.
Clients Engage – It’s Personal!
Email marketing has been used for years now, so most customers are already used to this type of outreach method – that’s why so many of them will engage with it. We’ve all learned to reply to our emails, especially if it doesn’t require a long and extensive response, so whether we forward it, sign up for something, or are driven to a certain website, we engage in that content, nevertheless.
One of the best things about email marketing is that it allows you to customize content and address it to individuals separately. On social media (e.g. Instagram), you cannot do this because you must address the whole audience, which can make customers feel less special and therefore less interested in purchasing your product. Here are some quick tips that could help you engage your email subscribers:
- Create dynamic storytelling content
- Use influential headings/titles/subject lines
- Create cool email designs and polish them!
- Personalize them
- Divide your population into segments and send emails by behavioral type
- Use automated email marketing!
Real-Time Outreach
According to Towerdata.com, real-time email marketing uses real-time data to create targeted and timely content that fulfills customer expectation of instant gratification and personalization. For example, if it’s snowing outside, a clothing store might send out the following message, “A snowy day makes discounts come your way! Enjoy 10% off your favorite winter clothes!”
You can implement real-time email marketing strategies, but only if you have enough data to power up your campaign! You will need behavioral data, meaning how customers interact with your content and when; geographic data, meaning knowing where your clients are located and what the easiest way to contact them/deliver to them is; and demographic data, meaning being aware of your customers’ age, income level, gender, and any other helpful demographics.
It Makes it Easier to Use Targeted Messaging
Regardless of the company type you run, you can still benefit from targeted messaging in many ways. It is an effective strategy that should be implemented by anyone who has marketing experience. Using targeted messaging simply means dividing your big customer group into smaller groups.
You could, for instance, divide customers by product and by user. Let’s say you own an online betting company. Then, your by-product division should look something like bingo, casino, poker, sports betting, skills games, etc.; meanwhile, your by-user division could look something like this: gambling interests, gender, income, location, timing, behavior, lifestyle interest, etc.
The reasons why you should do this –
- To keep your content relevant and to the point – there’s nothing that customers hate more than irrelevant content which takes up useful time
- To generate a real-time response – making them interact with your content is something you will always want to improve
- To boost profits – believe it or not, this strategy will help you build and develop new customer relationships and increase sales for your business
- To increase retention rate – if you can make your customers trust and value you, they’ll engage with your content regularly and consistently
Conclusion
Email is one of the best tools you could use to change your business for the better. That’s because emails can be whatever you want them to be (which is why they also work better than social media). Email marketing accounts are a communication tool for more than 70% of businesses in today’s world. So, will you take advantage of that?
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