E-mail marketing has been a buzzword in the business world for years now, with many coaches and marketers proclaiming the importance of this marketing method. With an average return on investment (ROI) of 4200% (yep, you read that right), it can’t be denied that this is definitely an effective way to market your brand in today’s marketing climate.
If you’re still on the fence about e-mail marketing, here are a few reasons why you might want to consider getting started on doing this for your brand.
What exactly is e-mail marketing anyway?
In a nutshell, e-mail marketing is the use of e-mail to market your business. Think of it as direct mail done digitally instead of by post. In fact, e-mail marketing is often called ‘Electronic Direct Mail’ (EDM)!
Just like any other digital content marketing strategy, e-mail marketing is simply another way for you to expose your brand to potential customers. However, e-mail marketing has the potential to be so much more than that, if you put some extra effort into it.
When thinking of e-mail marketing or EDM as a marketing strategy for your brand, look at it as a way to create lasting relationships and build a loyal community around your business by communicating to potential customers directly and consistently, via their e-mail inbox.
You fully own your e-mail lists
We’ve discussed the need for you to implement strategies to organically grow your social media following to avoid becoming victim to social media platforms’ mysterious and ever-changing algorithms.
Having your own e-mail list is yet another way to ensure that you don’t lose followers and engagement simply because Instagram or Facebook decided to make it challenging for your potential customers to view your content.
When you build your e-mail list, each and every one of those e-mail addresses are a direct way to communicate with a potential customer. Ownership of this database translates to being able to reach customers without going through a middle man, and thus not being bound to the whims of a third party platform.
Owning your own customer database also protects you from situations where your social media accounts are hacked. When your data security is compromised, you can lose access to your account, and thus unable to reach your followers, which isn’t ideal!
Having a reliable and consistent way to communicate with your customers allows you to focus on creating content that truly matters to you and your community.
You can repurpose content
Every time you create content for your business, you should think ahead as to how that content can be re-purposed in some way. EDMs allow for you to share a myriad of existing content and drive traffic to those channels, even long after they’ve been published! Extending the life of your content is a clever way for you to maximise all the content you produce.
Whether it’s your latest blog post, an Instagram post, or even testimonials, your EDMs can be almost fully made up of existing content. A monthly or fortnightly newsletter featuring the key content from that certain time period is a great way to summarise and share the content that is important to you and your customers.
These e-mails are also a great way for you to share content that your audience might have missed! If you have noticed that your social media posts are getting less views and engagement, sharing those posts in your e-mail marketing can help drive more followers to those platforms.
If you have launched a digital marketing campaign, e-mail marketing is also a great way to drive traffic directly to the landing page on your website.
You can make it personal
One of the best ways to make your EDMs more effective is to personalise your e-mails. As a matter of fact, research has shown that people are 50% more likely to open e-mails with personalised subject lines.
Personalisation can be as simple as addressing each receiver by name, or as complex as providing unique discount coupons. Have you ever noticed that when you have items hanging out in an online shopping cart for too long, you might get an e-mail from the online store reminding you that you’ve got stuff in a shopping cart? That’s a form of personalised e-mail marketing too!
No matter which method you choose, making sure to prioritise personalisation can really elevate each user’s experience with your brand, and compel them to engage with you.
Start showing up in people’s inbox today
There are many benefits to e-mail marketing, and the only way to reap the rewards is by starting now! EDM platforms like MailChimp are an easy way to get started. Want to start sending out e-mails but not sure how and what to share? We’d love to help! Contact us today to learn more about how our savvy copywriting team can help you produce e-mail marketing content for your brand.