One of the most ignored fields from the newbies in digital marketing is ‘email marketing’. In the era of social media where instant contents are developed and consumed in seconds, skills needed for email marketing take a dedicated time to master. Then, is email marketing becoming obsolete? Certainly not!
Social media sites may come and go (e.g., Orkut, Google+, vine), people may delete their social media profiles, but one thing people seldom do is to change their email address. You may also think to yourself whatever first email address you had created is still active? We know that you still might be using it.
Email marketing carries immense potential and has the power to close sales.
There are following advantages of using email marketing in your digital marketing artillery:
1. Personalisation
None of the other media allows you to address your potential buyer by her first name. Email has the power to establish connection to the personal level.
2. Customisation
Ads you see on social media or SERP are common to segments of people. But with email, you can always offer more customisation to recipients by sending custom discount codes and more.
3. Cost
If you use PPC or ads based on CPM model, it will cost you more than what you must spend if you want to use email marketing
4. Analytics
These are easy to understand compared to campaign analysis in Google Ads or Facebook Business Manager. Basic email marketing statistics are:
A. Successful deliveries
It indicates how many of the emails sent by you were delivered to subscriber’s email address
B. Open rate
Out of the emails sent by you, how many of them are opened by the recipients.
C. Click rate
If your email has some links, this statistic tells the number of link clicks happening. It is crucial to understand the success of the campaign as this directs users to take desired action.
5. Build long term relationships
When your visitor registers on your site, she shares common details such as name, birthday, phone number etc. along with email address. Details such as birthdays can be used to send a birthday wish from your brand and to push an exclusive offer on your product as a gift.
If you use it wisely, email marketing still carries a lot of importance and can fetch long term benefits.
There are few limitations on use of email marketing which will be discussed in upcoming blogs. You may follow earlier topics in the series of digital marketing here.