6 Main Reasons Why Email Marketing is So Significant for Your Business
The digital world is constantly getting overflowed with new marketing trends. In the era of AI and automation, some marketers tend to forget the power of older marketing channels out there. One of those channels is email marketing.
The power of email marketing lies in its format and the fact that email communication is action-oriented. From an early age in the IT era, email was already used as the main channel of communication. The same applies today, and new generations like Millennials and Generation Z are actively using and engaging with emails.
Did you know that 58% of Gen Z check their emails multiple times a day? You’ll agree that’s a lot, especially when you compare the simplicity of email format with advanced marketing platforms and social media. This trend shows that email is here to stay for a long, long time.
If you are still wondering why email marketing is so powerful, read on. We’ll share with you the top 6 main reasons why email marketing is so significant for your business.
Let’s dive in.
#1. Email marketing is great for personalization
In the digital world, personalization is key. It will get you far and boost your business across all segments. That includes both sales and marketing & advertising as well as boosting your customer relationships.
Email marketing offers a way to apply personalization and use it for a myriad of purposes. That’s because the email format offers a lot of perks to get creative and highly personalize your message. Email format consists of versatile elements you can leverage to combine multiple file formats — like images, videos, audio.
With this, you’ll add value to your emails and broadcast your message in an engaging and creative way. For example, you can use an engaging visual to invite your customers to a webinar and attach a short audio recording of what they can expect there. You can also add a short video that showcases your customers’ successes after your previous webinars.
From the technical side, we can roughly break the email format into:
- Subject line
- Email body
- Email signature
Subject line is the beginning and it should have an outstanding, short copy that drives clicks and open rates. When you start personalizing from there, you’ll increase the chance of your emails getting opened.
What’s more, it can make the reader want to discover more, and he’ll tune in more to hear the message inside the email.
To make all of this a reality, use these tips to personalize subject lines:
- Include the recipient’s name — First name will suffice, but you can use full name as well
- Mention the most recent interaction recipient had with your business — e.g. “Thanks for downloading our photography tips ebook”; “Had a pleasure seeing you at the webinar last week
- Personalize per location — Leverage the location of your subscribers to send them relevant emails and mention that in the subject line. For example, don’t send winter coat offers to recipients in Australia, instead send them summer collection offers.
- Create a sense of urgency and leverage FOMO (Fear Of Missing Out) — Do you remember how Booking shouts a message while you’re browsing for accommodation saying “Only 1 left at this price on our site” and similar messages. Well, that’s the sense of urgency and you should apply the same logic in your subject lines and email body as well. You can also use “Limited time offer”, “This offer will expire in 8 hours”, etc.
Email body is your whiteboard and if you use it the right way, you’ll pack a powerful punch and increase conversions drastically. It’s the email body that gives the space to properly organize and combine all images, videos, audios and copy.
When you imbue all of these into an email body and glue it with a strong and convincing copy, you’ll definitely raise the bar in your niche. You can use personalization to create various types of email campaigns like welcome or thank you email.
Let’s look at an example of greatly crafted welcome email that combines powerful visuals with engaging copy.
In the image above, we can see how they’ve used big, bold letters to emphasize their motto. Afterward, we have an engaging copy that welcomes newbies to this tasty club. After the warm welcome, they shared two recipes and placed two CTAs — “View recipe”.
Clicking these links will take the recipient to their blog or a website and after they’ve read these two recipes, they can continue browsing. This can result in conversion, and ultimately, in sales, and that’s with just one welcome email.
At the end, they’ve also included the 3 different types of noodles with a CTA that says “Shop now”. This is also aimed at making users convert and buy a product, in a more direct way. Notice how they used both indirect and direct ways of promoting noodles. They use these two because they wanted to cater to both types of buyer personas.
The first approach (the indirect one) where they offered free recipes is aimed at those people who would first like to inform themselves about the offer. They would first want to read those recipes, then start browsing through the blog, until they’ve found their preferred noodle type.
The second approach (the direct one) is so straightforward and simple. It is for those people that just want to grab a quick, healthy meal and don’t bother with searching for the best fit. They offered three totally different noodle variants to encompass different taste preferences of their recipients in the most comprehensive way.
The visuals itself are fantastic and they go great with the copy. Reading through the email feels natural and you can almost “taste” those noodles just by reading. That’s the effect you want to make on your recipients, whichever is your niche.
Finally, email signatures can also be used to improve relevance and uniqueness of your emails.
You might wonder — Why would I ever use an email signature for marketing & advertising purposes?
Well, amidst many reasons, branding is one of the most striking ones. You can use email signature branding to promote your company’s logo, slogan, colors.
This can also help you rise above the competition that typically won’t be leveraging email signatures. Your emails will appear distinctive, appealing and you can use the space to provide the most important information about your business.
Finally, for an effective email marketing personalization, you’ll first need to segment your audience. Properly segmented groups a.k.a. buckets are the bedrock of successful personalization.
Let’s see how to do it!
An integral element of excellent personalization is segmentation. Email marketing offers great versatility when it comes to segmenting your audience or customers. After you segment them into groups, you can craft personalized emails for each group.
You can create groups based on:
- Age and gender
- Job position
- Interests and preferences of your audience & customers
When that’s done, you should send each group customized content to fit its specifics. That means to tailor each email per the group’s preferences, needs and interests. It would be smart to segment your subscribers per the content they engaged with on your website & blog.
For example, let’s imagine your niche is photography and you create in-depth content about tips & tricks, offer courses and equipment. You can segment your subscribers per what they browsed the most. That way, you’ll organize them in three groups per their relevant interests and preferences.
Therefore, you can execute personalized email campaigns with a customized message for each group:
- The first group will receive emails promoting top photography tips & tricks articles from your blog
- The second group will receive email offers about top photography courses from you or your partners
- The third group will receive emails with articles to your advice on how to choose the best equipment, offers, discounts, etc.
This step also includes setting the right tone for that specific group and crafting specific content to accommodate it. That means that you should use the age, location and cultural specifics of your audience to set a proper way of communicating with them.
Custom emails like this will surely bring you leverage over the competition. No matter how large your audience & customer pool is, you should always be on the lookout for how to segment it the best way.
#2. Collect transforming feedback
It isn’t questionable at all how much feedback matters. It’s the voice of the customers expressed after they had any real experience with your business. That includes:
- Using your products & services
- Working & cooperating with you
- Browsing your blog, case studies, etc.
Therefore, it is imperative to know their experiences, opinions, and impressions. Knowing this has a myriad of amazing benefits like:
- Giving you a clear overview of the effectiveness of your products & services
- Helping you find patterns in what and where you can improve
- Re-creating & re-branding your product to better fit your customers & clients needs
Hearing them and implementing valuable feedback in your products & services is a must! That shows you appreciate them which in turn strengthens brand loyalty and improves customer relationships.
Now, since email is so cost-effective it’s ideal to use it for collecting feedback. Feedback emails should be simple and precise with a clear CTA (Call to Action). You should flat out mention why you want to get the feedback and how you would use it.
Content of such emails should explain why you need the feedback and how valuable it is to you. The tone should make customers feel valued and important — because they indeed are. Inviting them to share their impressions, experiences and opinions will make them an essential part of your community.
Furthermore, implementing their feedback and suggestions to improve or design your products will help you boost sales. The reason is that you’ll be implementing data straight from the horse’s mouth.
Calling upon previous instances where their feedback helped you improve your products & services is a great idea. This will act as a proof that you indeed use gathered feedback, so they’ll feel more incentivized to share it with you.
#3. Email automation
Automation is a relatively newer concept. It is directed around automating repetitive processes or cumbersome tasks. This leaves time for focusing on other important things your business may need — like building a stellar brand identity.
One thing that differentiates email automation from other types of marketing automation is its versatility. When you link your email marketing software with your website’s analytics you’ll get a rich set of data on your customers & audience. You’ll get your hands on their actions on your website, browsing history, preferences, etc.
That means that you’ll be able to accommodate any type of customer or subscriber that uses your website, online store, etc. That means covering the entire customer journey and providing them incredible experience the right way, at the right time.
With email automation you can:
- Create personalized welcome email campaigns — Sending warm welcomes can transform a lead to a customer. Include a coupon code and you can expect your conversions to soar.
- Collect rich data — you can get hands-on conversions, open rates, click-through rates, and website behavior for those that landed on your website and started browsing.
- Create drip campaigns — based on the behavior of your prospects you can focus your resources only on the most interested ones. That way, you can automate these campaigns and start “dripping” hot prospects until they convert.
- Create cart abandonment campaigns — based on your industry and your audiences’ specifics, interests, and preferences, you can recover your abandoned cards and improve sales that would otherwise be lost. This is especially useful for e-commerce stores.
- Make hyper-personalized recommendations – based on what your customers bought/browsed or showed high interest in. Netflix recommendations ringing any bells?
#4. Use email campaigns to improve customer relationships
Email marketing is significant for your customer relationships as well. With high levels of proper personalization, you can boost your customer engagement.
Your customers simply love when they hear from you. To stay loyal, they need to be engaged at all times. To do that, you need to constantly give them fresh and relevant content, offer incentives and nurture your communication.
Making an effort to show customers you understand their problems, care for them, and want to help them is the bedrock of every successful business. This builds trust in you and your brand, and trust is one of the secret ingredients that drivers sales.
To be specific, here’s how:
- Send warm wishes for important dates — It’s a great thing to send your customers or subscribers birthday wishes, congratulate important anniversaries, holidays, etc. Including a discount coupon code in these emails will definitely improve their engagement and retention rate.
- Announce important updates, product & service launches, and events — You can use emails to invite them to register for your online event, webinar or simply invite them for a Q & A session.
- Craft a customer loyalty plan — you can use customer loyalty programs via email to strengthen relationships with your current customers or to convert your subscribers. Offering credit points for every purchase or giving a discount coupon after a certain number of purchases will help ensure your customers’ loyalty.
#5. Send powerful newsletters
One thing that’ll probably never get old or lose its effectiveness is newsletters. One of the main benefits of emails is that they indeed get opened, as opposed to Facebook messages.
The reason is that the recipient is already subscribed to your mailing & newsletter list. That means that they want to hear from you, learn about your products & services and get relevant news.
Newsletters also engage your audience and can convert them to paid subscribers as well.
Newsletters offer you the chance to showcase the value of your business through relevant and informative content. Sending newsletters regularly helps keep in touch with your audience, announce new products & features and update them on important topics.
That encompasses tips, tutorials or deep knowledge your business can provide them with. This means creating niche-specific content that cannot be found within the competition. The whole point with newsletters is to use them to give value.
Afterall, the reason why your subscribers subscribed is that they perceived value in your business & brand. They expect to get something valuable from your newsletters — be it a learning course, specific advice or a discount code.
To provide your audiences & customers more engaging experiences, use curated email newsletters.
Here are some tips for writing awesome newsletters:
- Make a compelling subject line
- Make a strong introduction
- Make it informative and simple — explain complex industry concepts in layman’s terms
- Create content that accompanies your brand — write only about what’s relevant and specific to your industry and brand
- Make sure you are consistent — Newsletters need to hit the mailboxes of your subscribers regularly — depending on if they opted for weekly or monthly newsletters. Whatever is the case, make sure to deliver your newsletters on the same day and time each week or month.
#6. Email is cost-effective
One thing that every marketing endeavor depends on is cost-effectiveness. Before planning and executing any marketing strategy you must be aware of the costs it carries. That’s why many creative and unique marketing ideas never see the light of the day.
Having said that, email marketing is one of the most cost-effective marketing strategies out there. It is said that email marketing has the highest ROI compared to other marketing strategies — 42$ per 1$ invested.
Apart from a substantially high ROI, it’s one of the simplest marketing methods out there. You can also make it highly automated so that’ll cut costs as well.
When compared to social media marketing, email marketing has a 40 times higher ROI than Twitter and Facebook combined.
So why not reassess your marketing strategies and start using email marketing more?
Email marketing is significant for your business because it’s one of the cheapest, yet most effective marketing tools out there. By devising some of your marketing strategies or including email marketing in your marketing toolbox you’ll set your business on a thriving path.
When it comes to picking what you’ll be using email marketing, the answer is simple — for everything mentioned in this article, and beyond. You should have no limit when using email marketing to skyrocket your business.
Practice it to reinforce customer relationships, automate email campaigns, collect feedback and ultimately, transmit your message effectively.
Depending on your industry and audiences, it would be great to get on your creative side. That means to create hyper-personalized and creative campaigns that’ll demonstrate your uniqueness to your audiences & customers.
Now, the only thing that’s left is to finally start. So, any ideas on how you’ll make history with email marketing surging to your mind?
About the Author!
Helga Zabalkanska is a CMO at Newoldstamp (500 Startups backed) and MySignature. She has over 10 years of experience in digital marketing with data-drive approach. Helga is a startup enthusiast and SaaS lover.