Different (and new) digital marketing tactics get thrown at you every day, along with a message about how important they are to your marketing strategy. It’s hard enough for digital marketers to keep up, let alone business owners and executive with split focuses. That’s why we’re here to give you the fast and dirty explanation about why every business should be leveraging email as a tactic in their digital marketing campaign: it makes money, retains current customers and nurtures prospects.
Think about this for a moment:
On average, a businessperson receives 91 emails a day. This will continue to rise in the upcoming years. Is your business one of them? Are your competitors?
Information moves fast these days. People can access their email from a desktop at the office, a laptop during an offsite meeting or even on vacation all over the world on mobile. It’s your mission to get your message on that screen.
Here are the three reasons you can’t ignore email marketing for your business.
Email Marketing – It’s All About the Benjamins
According to GetResponse’s recent industry report, email marketing delivers one of the highest ROI.
It actually tied SEO for first place for delivering excellent ROI with 21% of marketers stating so. Additionally, 54% of marketers say budget for email marketing will increase in 2016.
What does that mean for you? You have to compete in the email marketing game. Your clients and potential customers are receiving emails all day long. Why shouldn’t one be from you with content they want to read?
The same report said the biggest benefit of email marketing is lead generation. Leads are an important part of your business. Don’t miss out on this efficient medium to make money.
Email Encourages Customer Loyalty
Your customers want to feel acknowledged. Don’t put so much focus on gaining new clientele that you let current customers fall by the wayside. Have you ever signed up with a cable TV provider or cell phone service and got a great sign-up deal? What happened when you went to renew? Nothing is worse than getting a great new customer deal and then get poor service after that initial contact.
Let your customers know you appreciate them by sending emails with pertinent information for them. This establishes a regular touch point and gives them a reason to come back to you. Whether that’s informing them about new products or opening new locations, etc. let them know. It costs a businesses 5-10 times more to acquire a new customer than it does to sell to an existing one. Don’t lose your clients, give them a reason to stick around.
Email Nurtures Prospective Customers
You may have done some in-house email marketing before and it didn’t produce the ROI you desired. However, this fail may have been in the approach.
A recent Marketing Land article claimed that 42% of marketers send everyone on their list the same email. The goal of an email is to get people to click through to your website. If a company is already working with you, they want different content than a company who wants to understand what your services are and what it is you do.
Emails are a great way to stay relatable to your current client based as discussed. But a different approach is necessary for prospective customers or you will not yield results.
Create different lists for different email campaigns. Catering content to the actual reader, aka your customer or future customer, is key. You want them to read it and see the value so that it creates them to act.
Do you understand that email marketing is important but have no clue where to begin? Need help with creating this type of content? No problem. Proximity Marketing can partner with you to create the best email marketing campaigns for your company.