Why Email Marketing is still Important
When the Internet was new and had just being introduced, everyone loved emails. We were all proud to have an email address and would go into the Internet cafe to check our inbox even when we knew it would be empty. I remember refreshing my mail every minute with the hopes of seeing an email yet not knowing where it would be coming from.
All of a sudden, people started falling victims to Scam schemes, lotto scams and the likes all via their emails. This led to a lot of people losing faith in emails hence treating all as scams.
Despite what you may have been told, read or experienced with regards to emails, they still remain a very essential Internet marketing tool and that includes email marketing. Marketers have been using the medium of email marketing for ages despite its challenges and misconceptions.
Email marketing is simply a form of direct marketing that uses electronic mail as a means of communicating commercial messages to a particular audience. Every email communication is considered email marketing if it seeks to build customer loyalty or trust in a product or brand.
There are many ways one can interact with customers. This could be via social media, face to face, phone calls or other channels. But then, ignoring email marketing won’t be the best decision for a company. This is because if your business isn’t actively building a database of customer emails, you may be setting your business up for digital failure in the near future.
[Tweet “Email marketing is a very efficient way to stay connected with your clients and at the same time promote your business to them.”]
EMAIL MARKETING MISCONCEPTIONS
Over the years, many people have had different misconceptions about email marketing. I am very happy to tell you that they are misconceptions, not the real truth about email marketing. These misconceptions have been clarified by great email marketers hence making the scheme more credible. Examples of such misconceptions include:
- People believe that email marketing means Spam
This misconception arose from the fact that certain marketers blast customers with endless emails though the customers do not want to hear from them. As a result, some customers also treated such emails as spam.
- The believe that email marketing is archaic or old school
Emails have been around for a long time, hence people still wonder if they are valuable in these modern times. They therefore treat emails as a thing of the past or old school.
- The bigger your email list, the better
It is better off sending emails to a small number of recipients with high engagement rather than sending to a tall list of recipients who want nothing to do with your brand or product or even message. It is recommended that you clean your list periodically and rid it of any invalid email addresses.
- Adding more images to an email is more enticing.
Always remember that it’s an email not a photo album you are sending. Getting the message across should be the priority before thinking of looking cool. A few crisp, well-placed images can do wonders to promote an email from good to great, but you have to deliver on the purpose of your email first. Marketers are often tempted to go big on visuals, but forget that; they increase the risk of emails being classified as spam.
- Getting into the inbox of the customer is the end of the email marketing game
Yes it’s true that getting into the inbox is important. But what’s the essence if your email sits there without being opened. Considering the wide range of potential problems with delivery problems, clicks, unsubscribes and spam reports, there are a lot of factors that determine the strength of your email in one’s inbox. Good email deliverability comes from knowing how to send the right message to the right person, at the right time, with the right frequency.
IMPORTANCE OF EMAIL MARKETING
Still thinking email marketing is not good for your company? Let us give you concrete reasons why you should not be ignoring the email marketing channel of your business.
- Email marketing is economic and cost effective
Did I say cheap? Well maybe it’s not cheap but surely it is a very low cost Internet marketing channel to implement in your business.
[Tweet “Email marketing allows business owners reach a large number of consumers at a rate of nearly nothing per message.”]
This is a better choice for small businesses than traditional marketing platforms such as Television, radio or direct mail. Traditional marketing which involves the printing of posters and flyers can take up a lot of cost. With emails, you still get to create the same imagery with the added benefit of having follow-up information instantly available with just one click to your website.
YOU MAY ALSO LIKE : Inbound Marketing – The Present and Future of marketing in Ghana
- Email marketing is measurable.
When it comes to email marketing, there is nothing like guessing. Email marketing software helps you keep track of customers who opened your email, which links were clicked, and how many people unsubscribed etc. You can easily have a clear idea of how your email marketing is going, make adjustments and improve upon it. These metrics are important to help you monitor and measure your Internet marketing as a whole.
- Email marketing is personal and targeted
With email marketing, what you do is put your audience into lists. Each list is given a tailored email that is of relevance to them and can provide them with something of value. When you write a post on your social media platform, you address all your audience as a whole. But by using your email marketing correctly, you are able to address people by name and send them particular messages right into their inbox.
- Email marketing helps improve customer relations
Email should never be considered as spam. It should rather be used to build loyalty and trust in your brand. Email marketing is important in building relationships with prospects, leads, current and even past customers. This is because it gives you the chance to speak and interact directly with them in their inbox and at their own convenience.
- Email marketing is action oriented
Whether they realize it or not, email recipients have been trained well to do something with an email – reply, forward, click-through, sign-up, or buy. Think about it! Email has become transactional in nature and you can use it to direct traffic to your website and ultimately drive sales. As you develop your small business Internet marketing strategy as a whole, using email will allow you to see results.
The point of all this is that, email may be an old tactic to some, but it remains a vital tool. It’s easy to get started with email marketing so there is no excuse for business owners to not be taking advantage of this great tactic.
We would love to hear how you are using email strategy in your business