19 Sep 4 Things a Well-Executed Email Marketing Strategy Can Lead To
A well-crafted and expertly executed email marketing strategy is one of the most powerful contemporary communication tools that businesses have to reach out to their customers, build credibility and grow a strong relationship between their customers and brand.
The use of email is widespread with no sign of slowing down. In 2018 alone, the number of active email users worldwide amounted to 3.8 billion (that’s just under half of the global population), so you would be remiss if you aren’t already using a well thought-out email campaign as part of your marketing strategy.
To provide context, let’s take a look at the most pertinent statistics that have come to light in the last few years. These statistics put the importance of effective email marketing into clear perspective. Bringing attention to the fact that now is the perfect time to focus on developing a well-thought out email campaign that converts prospects into customers.
The latest statistics put the importance of email marketing into clear perspective. The statistics are clear:
- 281 billion emails were sent and received each day worldwide.
- 50% of Australians open their emails on mobile devices; slighting edging out the global average of 49%
- 99% of consumers check their email every day.
- 73% of millennials prefer to receive communication related to business via email
- 59% of respondents confirmed that marketing emails influence their buying decision.
If there’s one thing these email marketing statistics bring to light is that as a tool, email marketing is an incredibly effective way to engage and strengthen customer relationships.
It’s hard to ignore the potential that a great email campaign can have on your business. Customers who receive relevant, personalised emails are more likely to action, as emails help them establish a connection with the brand, inform their decision and ultimately guide them through the buying cycle.
Below, we discuss how a well-crafted email marketing strategy can lead to four massive wins for your business:
1. Strengthen Relationships, Builds Credibility and Encourages Loyalty
A well developed and smartly executed email marketing strategy gives you the opportunity to build credibility with your customer base by delivering relevant and informative content that adds value to your audience. Consumers prefer to engage with businesses that they like and trust.
Customers who receive regular email communication that is both helpful, accurate and that feels personalised, are more inclined to trust your brand which goes the distance when cultivating strong and resilient customer relationships. In addition to building credibility and fostering loyalty, effective email marketing can actually motivate existing customers to share your email content and refer your business to friends and family.
- Stay top of mind with regular email communication without becoming “spammy”.
- Provide content that educates your readers on topics that matter most to them.
- Show your appreciation by providing updates on special promotions and events.
- Stay customer-focussed: Email content should always be relevant, useful, accurate and sharable.
2. Increase Brand Awareness
One of the most important benefits of email marketing is that it is an excellent way to increase brand awareness. It’s the perfect chance to connect with your audience. Each email allows you to present your unique brand voice, style and image to your target audience, further cementing your brand identity.
When crafting an email strategy that resonates with your target audience, be sure to create content that:
- Has a strong narrative that tells a compelling brand story.
- Illustrates and describes your product or service, while highlighting its unique benefits.
- Educates your audience on how to use your product/service to solve their problems.
Provide persuasive information that compels your audience to take action.
3. Increase Traffic to Your Website
Increase traffic to your website by including compelling calls to action (CTA) within the email that makes it as easy as possible for your audience to make their way back to your website and take action. Make your CTA stand out by using eye-catching buttons that are hard to skim over and include relevant links to specific pages on your website that you want to promote.
4. Excellent ROI
Email marketing is ranked as the most effective marketing channel, beating out SEO, social media and affiliate marketing when it comes to customer acquisition and retention. A 2018 email marketing industry report revealed that 59% of marketers see the most ROI for their organization from email marketing –placing it ahead of any other digital channel. Compared to other marketing channels, email marketing costs very little and boasts an impressive return on investment.
A 2018 email benchmark report surveyed over 400 Australian businesses across multiple industries on their use of email marketing, giving use some interesting insight on that state of email marketing in Australia. It found that for every $1 spent on email, businesses received $22.78 ROI. Another interesting result brought to light by the report is that businesses who invested 20% or more of their marketing budget on email marketing strategies are eight times more likely to see their revenue increased by 50% or more. This clearly illustrates how a well-formulated email marketing campaign can increase sales and grow your business.
An effective marketing strategy is a cost-effective and impactful way to connect with your customer base, build credibility and increase conversions. If you’ve been ignoring email marketing, now is the time to re-evaluate your strategy. Need expert advice on developing an email marketing strategy for your business? Let’s go! Get in touch and we’ll create an expertly executed email campaign that can lead to more conversions and boost your bottom line.