Email marketing is a proven tactic for reaching customers and it's very popular amongst companies big and small. Since 91% of consumers say they check their inbox daily, it is a fantastic way to reach your new leads and long-term customers.

When used correctly, email marketing can help your business stay ahead of the competition by keeping your business in the forefront of their minds. More importantly, it can be used to build a solid reputation amongst those interested in your company by helping you bring massive value directly into their daily lives.

In this article, we'll explain what email marketing is and why it is such a powerful tactic that your business should be using.

What Is It?

By definition, email marketing is the practice of marketing directly to a person's email address. On a weekly or monthly basis, you can be sending promotions, content, and information to people who have given you their email. This is an excellent digital marketing tactic and it's used by everyone from fundraising charities to commercial communications professionals who are trying to get the word out about a new product or service.

For your business, email marketing can be utilized to help remain in contact with your customers, which is essential to your customer retention strategy, and also to help you build relationships with new leads who may not be as familiar with who you are and what you do. By using email marketing correctly, you can foster strong relationships with those who follow you and later turn them into full-on advocates for your brand.

The Benefits of Email Marketing

When compared to traditional forms of marketing, email marketing comes with a wealth of benefits.

First and foremost, email marketing is highly trackable, just like most forms of digital advertising. This is the primary reason why digital marketing tactics in general have become so popular and prosperous in recent years. Compared to billboards, TV/radio ads, and newspaper classifieds, digital advertising can track the exact numbers of how many people saw the ad, how many clicked, how long they stayed, and if a sale resulted from the interaction.

When it comes to email marketing in particular, you will be able to track how many people received your campaign, the percentage of recipients who opened your email, and then how many times they opened it. You'll also get to see if they clicked on any links within the email and, if so, what they did next while on your website. These analytics are massively valuable since they will help your business make better campaigns each and every time you release one.

Additionally, by encouraging people to signup to your newsletter using various tactics, you can end up building a huge email list, and that list will certainly prove to be an asset down the road. Since an email campaign can be created and sent within a matter of hours, a huge list means the potential for huge sales at the click of a button.

Above all, emails can be carefully timed and tailored to the needs and interests of each recipient. Some software enables your business to send abandoned shopping cart emails, for instance, which will remind a person of the exact items they left in their cart and perhaps offer a coupon or free shipping deal to encourage them to close the sale.

The Reasons to Choose Email Marketing

Let's face it, marketing is by no means a cheap or easy process, but with email marketing, you can make the procedure a little bit easier for your business. Here are some reasons to consider implementing it:

  • Cost: Email marketing is probably the cheapest form of marketing out there, and most certainly the cheapest form of direct advertising available to your business. The price tag depends on the marketing agency or software you choose to use. Some systems even allow you to have hundreds (or thousands) of recipients on your list before they charge you a dime.
  • ROI: In addition to the extremely low costs, you are bound to see a massive return on any investment you put into building your email marketing list. If you go about your marketing strategy correctly, email marketing can easily turn into the most effective strategy for your business.
  • Flexibility: Send a campaign any time. Send campaigns as many times as you want. Split test campaigns to see which subject line gets the most options. Change just about any aspect and tailor the campaigns to each recipient if you'd like. Email marketing is extremely flexible to help you get the best response.

How can I build a list?

Now that you are convinced that email marketing is a powerful tactic that you should most definitely be using to advertise your business, the next question on your mind is probably, "How do I start?"

The first step to using email marketing for your company is to begin building a list that you can market to. If you have a modern POS system, you probably have the option to begin collecting the email addresses of everyone who makes a purchase at your shop, both in-store and online. With your digital shopping cart, adding a little opt-in checkbox to get them to signup to your newsletter while purchasing is a great way to begin building your list.

However, you can also add people to your list who haven't yet made a purchase and then use email marketing to help usher them through the buying cycle. You can build a newsletter signup box for your blog, for instance, or use a lead magnet (free piece of value) to get people to give you their email address in exchange for whatever you have up for offer.

There are many ways to build your list, and once you start, you will begin to see the massive benefits that email marketing can offer. Just be sure to be creative, be consistent, and focus on offering real value to everyone who signs up.


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