Email Marketing

With new platforms appearing on the scene all the time it’s easy to forget that email marketing is still one of the most successful digital marketing tools around. It’s a great way to keep in touch and research shows the rate of emails sent and received by businesses daily is growing at a rate of 4.4%.

Your success is just based on targeting the right people at the right time in the right format.

Why Is Email Marketing Still Successful?

There are now over 4 billion email users across the globe – that’s half the worlds’ population. Social media sites come and go but most people keep their email address for years so you can be confident your email is at least landing in the right inbox.

Whether you sell B2B or direct to the public, one problem you’ll always face with unsolicited calls is that they interrupt someone’s day and more often than not they don’t want to talk to you.

With an email, they can read and respond in their own time. And your mail sitting unseen in their inbox has more chance of generating a lead than a slammed down phone.

But to really make the most of emails they need to form part of your overall digital marketing strategy.

Person spreading with megaphone

How does email marketing work alongside other platforms?

For most small businesses email marketing is crucial. It accounts for 81% of new clients and 80% retention, so there’s no doubt it works. But could it be better? Social media marketing is about boosting brand image, engaging with customers and driving traffic to your landing page. Your landing page should focus on displaying key messages alongside calls to action such as signing up and providing an email address.

Which should mean, email addresses obtained via landing pages or social media should be hot leads. These people have already shown an interest in your product or service and now you have the opportunity to drop something into their inbox every now and again so they don’t forget about you.

Now, this is a balancing act. You want regular contact so you’re at the forefront of their mind when they’re ready to buy, but not so much that they get bored and start deleting your emails without even reading. That’s about as useful as getting cut off from a cold call.

Exactly how often you should keep in touch will be determined by what you sell. If you’re selling car insurance which is renewed once a year there’s no point bombarding customers every few days whereas if you’re selling vape juice which is bought maybe weekly, you don’t want to only be contacting people once a year.

Email vs Others

What to email?

Whatever you email it needs to be relevant. Although from your side of the fence email marketing might be mass produced, for the customer it needs to feel personal. This is a chance to show you know something about them, put a digital arm around their virtual shoulder and offer them products their previous buying habits indicate might interest them. Your email needs a snappy title to encourage them to open it and it must be clear, concise and with an obvious call to action.

Customers rarely reply to emails unless it’s to complain so your aim should be to pique their interest and navigate them back to your website - that’s the major factor behind all internet marketing. Customers also like to be kept up to date about orders they’ve, new products or services and sales or offers. All of these are relevant and are a good opportunity to upsell ancillary products.

To talk to us about how email marketing could give your digital strategy a boost, give us a call or drop us a line.

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