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The Importance of Email Marketing

With the rise in social media, many marketers are moving away from traditional marketing methods and putting an emphasis on their social presence. However, where does this leave email marketing?

Well, email marketing has been around for years now; it’s considered one of the staple parts of any marketing strategy. But as younger generations consider email passé, and primarily spend their online interactions on their social media, is it still important to use email marketing?

I argue yes. Email marketing may be old school but it’s still as relevant as ever, with 92% of businesses using email marketing to share information and news about their company (Source, iContact). Although younger generations are engaging more & more with social media platforms, this doesn’t mean they don’t use email.

In fact, anyone with a job will inevitably have an email address that they MUST check on a daily basis. Social media is growing as a professional form of communication but it has yet to surpass the good old email. Aside from that, there is still a huge demographic of professionals who are not-so taken with social media, who rely on email as their primary communication tool.

So what is Email Marketing?

Email marketing is the process of sending out marketing messages directly to a potential (or existing) customer’s inbox. It is just another point of contact for your business to engage with clients.

However, it’s not just limited to current or potential customers. Many marketers use email newsletters to keep suppliers, stakeholders, and employees informed of important changes & developments. It’s a simple & effective way of communicating with the masses, quickly.

Getting it right!

Like any form of marketing, email marketing needs to have a clear message, targeting a specific group, and serve a purpose to your business. There’s no point wasting time creating an email that serves no purpose. The purpose doesn’t always have to be sales however, in fact, it’s better if it’s varied and interesting; consider company news, facts about the industry, keeping your clients informed about legislation that may affect them, etc.

Because subscribers to your email campaigns have ‘opt-in’ the chances they will read your messages are much higher than other forms of marketing. Nevertheless, this is no excuse to be sloppy. Your emails should be personal (using individual names in emails create higher engagement & responses), be grammatically correct, and aesthetically pleasing (using quality images & spending time on layout are imperative).

Be careful though, don’t spam. Sending too many emails is annoying and will only lose you subscribers. Your messages need to be consistent, well written, providing engaging content and offer value. Consider how often you’d like to receive an email from a company you purchase from and use this as a guideline (Weekly? Monthly?). However, you also don’t want to neglect your email marketing strategy and post on an ad-hoc basis. This screams desperation.

If you receive an email out of the blue from a company you subscribed to months ago, it just says they are desperate for sales & therefore have upped their marketing output. Don’t come across as needy, portray yourself as interesting and with your finger on the pulse.
When should you start your email marketing?

There’s no time like the present. I don’t believe there is one company in the world that doesn’t have something they would like to say to their potential clients today, so use email marketing as your platform to do so.

See my next blog on how to create an effective newsletter and learn Sage can help you develop your own email marketing campaigns.

Happy emailing,
Jo

 

Previously written for Sage. https://sage-exchange.co.uk/news/industry-news/the-importance-of-email-marketing