Email Marketing – Why it works
In a world where we are bombarded with technology, the best thing for companies to do is to use it to their advantage.
Email marketing is one of the timeless, greatest ways of connecting with the world around us and to recruit as much clientele as possible. We know that email marketing is successful and works for a variety of reasons…
- It allows specific targeting of markets
- It is data driven
- It drives direct sales
- It builds relationships, loyalty and trust
- It supports sales through other channels
Email marketing supports database integration, segmentation and various other techniques for improving the targeting of outgoing messages. Advanced methods generate on-the-fly emails customized to a specific target group.
Every email campaign you send out creates loads of data you can use to refine your approach and messages. Well-presented email promotions and offers creates immediate actions like, for example, sales, downloads, inquiries and registrations.
Informative, catchy newsletters and other emails can send people to offline stores and events via links and suggestions, prepare the way for catalogues, build awareness, contribute to branding and encourage trust and loyalty.
All in all this is one of the best ways of going about your marketing business.
But…let’s not get carried away. Just like anything else in life, email marketing will only work to your advantage if it is managed correctly.
We know it can work, but we have to get the basics right. The basics include the building of a list of people who want to hear from you, in other words, a strong list of contacts, crafting a message that will speak directly to them, and ensuring that your message gets through to them.
Once we have the basics right, there’s a whole spectrum of more sophisticated tactics we can use to ensure further, and even greater success. The fact is that there’s plenty of room for improvement and plenty of rewards waiting for those who do improve.