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Introduction to Email Marketing

Many small businesses have come to realize the potential of online media as a marketing channel, mainly because it’s one of the most measurable and affordable marketing channels. Consequently, social media became a buzzword among businesses who were following the herd, without caring much about whether a match existed between their audiences and their potential client base.  On the other hand, email marketing is one often ignored channel of formally reaching out to potential customers with minimal intrusion. 

Here we have tried to explore the reasons why email marketing services can work for your business and also why you should prioritize it above your social media marketing.

Email marketing 
 

Why should You Use Email Marketing?

1. It’s Cost-Effective

Most of the email marketing softwares or email marketing services in the market today are cheap (some are even free) and thus have a higher ROI than the traditional media channels. Also, in the absence of a minimum threshold on the size of the intended audience, it’s a preferred choice for businesses having a niche market.

2. It’s Easily Traceable 

Most of the popular email programs allow you to track metrics such as mail open rate, bounce rate, Call to Action (CTA) conversions, social media interaction instances, etc.

3. Requires Minimal Effort to Set Up

Unlike most other channels, setting up email marketing accounts and campaigns require the least amount of effort, especially in comparison to social media networks where a lot of time is spent on setting up the account & understanding the different systems.

4. Can be Personalized

Even with ever-evolving interfaces, it’s almost impossible to personalize your messages according to your recipient on social media networks. However, using emails one can easily modify any field of info in order to show a personalized email to every other user.
 

5. A Useful Tool for Customer Education

If you are into a very specialized business or use a sophisticated level of tech, you must be aware of the importance of customer education. It can be very difficult to communicate through media other than email to educate your customer about complicated products or systems. Emails can afford you the luxury of being as lucid as you want while drafting so that you can get your message across unambiguously.
 
6. It can be Automated
 
Email marketing allows you to schedule campaigns so that you can contact your audiences at the right time. It’s more helpful to companies having a client base spread across different time zones. Scheduling periodic campaigns every week/fortnight/month can be more effective as it streamlines the process rather than just appearing ad hoc.

7. Requires Lesser Effort on the Customer’s Part

Conversions are swift as the channel that the customer chooses to respond through is the same as the channel of communication, thus requiring no extra effort to inquire more or to make a purchase.

8. Leads to a Shorter Sales Cycle

The effectiveness of an email campaign can be measured in just 1-2 days as compared to a few weeks or months in case of other direct marketing channels, which in turn leads to shorter sales cycles.

9. It can Boost your Sales Figures

Although it doesn’t have to look like a spammy sales letter, using emails as a way to reach out to your leads whenever there is a special offer, pricing or contest can give your business faster conversions.
 
10. It can Complement your Segmentation Strategy

Can you deliver a different message to different sects of customers using social media marketing? Well, this is where email marketing proves to be different from the typical one-to-many social networks.

11. Has a Greater Attention Span and a Longer Shelf life

An email upon being opened has a greater possibility of grabbing the customer’s attention as the number of emails one normally reads is greater than social media updates that he/she comes across. Also, the number of emails competing for a customer’s set of eyeballs is far lower than social media updates beckoning them.
 
12. You are in Control of the Design
 
While drafting an email campaign, you don’t have to worry about the number of characters or the format of the media that you need to attach. You are the master of your campaign’s design in every way and can do whatever you like with it to make your emails more interactive, interesting, and informative.

13. Garnering Feedback

It’s possible that customers are hesitant to post feedback on public forums, while they may choose to reply to your mail campaigns. This can promote a healthy feedback mechanism without affecting your brand image.

Email is without a doubt, a great way to connect, but unfortunately, it has garnered a lot of bad reputation due to misuse at the hands of spammers. Though it still works well for companies who are building their own opt-in lists gradually.

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4 replies on “13 Reasons Why your Business should Use Email Marketing”

  • Avatar
    Thirumal Reddy Bandi
    July 18, 2013 at 12:29 am

    Nice post, an enthusiastic entrepreneur will surely consider this!!

  • Avatar
    Mohit Sharma
    July 18, 2013 at 11:19 am

    @Thirumal, thank you! glad you liked it

  • Avatar
    Jonathan smiths
    August 22, 2013 at 7:52 pm

    E mail marketing is one of the best marketing strategies to use, but to be effective; it should be used in proper manner without overstepping the Google Guidelines. It’s one of the active methods of promotion.

    • Avatar
      Mohit Sharma
      September 3, 2013 at 12:31 pm

      Jonathan,
      In email marketing, the line between communicating value to the target audience and ‘spamming’ is very thin. One should certainly keep that in mind and pitch only the relevant people out of an opt-in list. Thanks for sharing your perspective.

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