I get it. You think email marketing is got left behind in the 90’s, but there are still advantages that you might have overlooked.
Re-engage old contacts
Your database is full of people that have trusted your business once. Why wouldn’t they choose you again? If you truly have a great product, you should be able to revisit your old clients for a chance to grow incremental business.
Emails are far more likely to reach their predetermined destinations than social media or traditional advertising. An estimated 22% of emails get blocked, or sent to spam folders, according to research by email analyst, Return Path. Regardless, 78% is a fantastic delivery rate that other forms of marketing can’t match.
Brand awareness happens even when the potential client doesn’t open, or read, the email. When they do, you have established a relationship which has real, tangible value. People buy from brands that they recognize, so keeping your brand at the forefront of their minds is paramount.
The cost of an email campaign is negligible compared to the return. Impressions are great, but knowing someone saw your email, opened it, and clicked through to your website translates to leads.
Not everyone who signs up for your emails will be ready to make purchases, and that’s fine. Email marketing can help you build a relationship with your leads that convert into sales down the road. Sometimes, weeks or months may pass before someone responds to an email with an online purchase or a phone call. In the meantime, you can continue to build your relationship with your audience by presenting them with compelling and helpful email content.
Email marketing is anything but obsolete.
While it may never be the focal point of online marketing, email offers a direct conduit between you and your customers through which you can boost your brand and your sales. It’s a different dynamic than social media with an undeniably immense reach. For those reasons, email marketing is still incredibly valuable.
And like that old rusty hammer in the toolbox, email marketing will have its purpose for years to come.
Want more help with email marketing? Call Branding Iron Management today.