Everything you need to know about Email Marketing

Does your business use Email Marketing? If not, should it? The answer is probably yes, as email marketing is regularly cited as one of, if not the best marketing channel for consistently delivering the highest ROI.

More than half of the world’s population use email worldwide, with this number set to rise up to more than 4.3 billion people by 2023 (Radicati Group) – Before we get into how to get the most out of email marketing, it is important to understand why it is such a beneficial marketing tool. Email Marketing Is an old yet extremely reliable and effective form of marketing, it’s a cost-effective solution to reach customers where they visit every day — their inbox.

Benefits of Email Marketing

Unrivaled return on investment: In the world of business, results are arguably the only thing that matters. With this being said, the reason Email marketing is highly invested in is because of the fantastic ROI. According to DMA in 2017, the return on investment for every £1 spent was £32.28 (DMA, 2017).

Low costs: The most obvious advantage of using email marketing is the fact it’s one of the lowest costing marketing channels in relation to the ROI. It is worth investing in specialist software that allows you to automate, track, and evaluate the emails that have been sent – other than this subscription fee there are very little costs.

Targeted and Personalized: Many marketers spend large amounts of expenditure on trying to reach an audience who are interested in their brand. Email Marketing allows you to go a step further, and only target subscribers who meet a specific criterion.

Email Marketing tips

Good email marketing means that you are sending emails to people who want to hear from you – However, often your emails end up getting lost in an overcrowded inbox or even a customer’s spam.

Perfect your subject line: Writing an effective subject line is key in ensuring your audience engage with your email – This can be the difference recipients opening your email or deleting it. People open emails if they feel there is some form of benefit in doing so – so make this benefit clear in the title.

Get personal: Personalisation is key in the success of an email campaign – Using people’s names catches their attention. However, there is more to personalisation than this. Segmentation is a great way of engaging with a specific audience, allowing you to send emails depending on someone’s age, gender, location etc.

Call to action: Aside from an effective subject line, The CTA is the most important part of the email as this what will get your subscribers to convert. Make the CTA’s simple and easy to locate.

Growing your email list

Now you understand how to put together an effective email – You need to understand how to grow your audience and reach a wider population. This is not a simple task and can often be frustrating for a business owner. In order to do this, you need to regularly promote your Newsletter, including all the benefits of being a subscribed member. You need to give individuals a reason to sign up to your newsletter else it will become stale – This can be done by promoting your email sub subscription down a number of different channels on a regular basis.

Once you begin to build your subscription list it is crucial to keep a database with all of your client’s contact information. We have heard a number of horror stories of businesses losing thousands of customers contact details that they have built up over a period of years – This can leave a business in a very difficult position and almost feels like they are starting from scratch.

Conclusion

During these difficult times, it is important for businesses to look for new ways of generating leads – I hope this article sheds some light on the effects email marketing can have. Whilst all the advantages and tips mentioned are well documented and realistically achievable, it’s important to remember to have a clear execution plan in place for your email marketing. Having patience is key – this is not something that will happen overnight!

If you need any help and support during this difficult period, then please get in touch – 0115 8 376 260

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