your products or services by email can be a fast, flexible and cost-effective
way of reaching new customers and
retaining existing customers by encouraging repeat website
Email marketing can allow you to create targeted and personalized messages. This can help you to build meaningful relationships
with your customers. It can also improve response rates to your direct
However, it is important not to overuse email marketing.
Receiving marketing emails can irritate people if it is irrelevant, too
frequent or unwanted.
Advantages of email marketing
The benefits of
email marketing include:
- Cost- effective - the
costs of email marketing can be much lower than many other forms of
marketing. There are no advertising fees, printing or media space costs.
- Permission-based - your
marketing list will be made up of people who have actively chosen to
receive email communications from you. Customers who are genuinely
interested in your products and/or services are more likely to engage
with your business.
- Flexible design - you can send plain
text, graphics or attach files - whichever suits your message best. A
choice of design options gives you scope to convey your business
- Scalable - email marketing can be
used to reach large audiences or smaller targeted lists.
- Personalisation and segmentation - with email
marketing you can personalise messages. You can also segment your
marketing list, so that your customers receive messages from you that they
are interested in - this will help boost their engagement with you.
- Shareable - it's
easy for people to forward and share your email content, building your
reputation by word-of-mouth or viral marketing. This may help
influence new customers to become followers of your brand.
- Conversions and increased sales - if you
have a new promotion people can click on links and follow your
call-to-action immediately. Email marketing is also effective at
every stage of the buying process. For example, you
can influence someone to choose your product, nurture the
customer relationship post-transaction and also encourage future
- Measurable - you
can evaluate the success of a campaign by using web analytics
software. You can easily test different copy, subject lines and
designs to see which is most effective. This allows you to optimise
- Benchmark - you can compare
your results against others in your industry. There are many free email
marketing benchmarking reports available - you will find these by
searching online. Benchmarking data can help you to evaluate and
prioritise improvement opportunities.
- Test before you send - A/B testing
of subject lines, calls-to-action, personalisation, email copy, images or
messages ensure your email content is as effective as it can be
before you send it.
- Less intrusive -
unlike telephone marketing, recipients can read your message at a time
that suits them. Customers can also update their preferences if
they would like to receive different messages from you or unsubscribe if
they feel they no longer want to receive your email communications.
- Environmentally-friendly - email
marketing is better for the environment than direct marketing by
postal mail because nothing is printed.
- Time-saving - through
automation you can trigger emails to be sent to customers based on an
action they have performed on your website - eg. send a welcome email when
a user signs up to your website, or issue an email offering a discount
incentive if user abandons an online shopping cart. Once you have
developed a template you can reuse for numerous email
Real-time marketing - through email
marketing you can connect with customers in real-time. Using automated
triggers, such as website activity, recent purchase or shopping cart
abandonment, you can reach the right audience, at the right time, in the right
place and with the right offer