According to marketers, targeting the right consumers at the right time is the driving force of a modern advertising strategy. One of the leading online marketing companies in the UK has recently conducted a survey which reveals surprising results: 37 per cent of respondents listed TV as the most effective marketing medium, while email came second at 32 per cent. Obviously, email marketing is quickly getting popular with modern businesses because of the vast array of benefits it has to offer.
1. Email is considered a widespread means of communication in the technologically advanced world. With the amount of time an average person spends at the computer, it could make sense to use email as a key element in maintaining brand awareness and reinforcing a direct mail promotional campaign.
2. Email marketing might enable businesses to reach potential buyers and get the desired results at far lower costs when compared to conventional methods of advertising and promoting products and services. An email normally costs a few pennies while a few seconds of a TV commercial might cost one a fortune and may not necessarily be viewed by the targeted segment.
3. Advertising or promoting commercial products or services by means of email marketing may deliver immediate results. A few minutes after sending emails to customers one can already see how recipients respond to the information they have received and assess the success of the advertising campaign. If the response is middling, timely changes may be made to achieve the targeted response rate; an unsuccessful message could be replaced with a more effective one. By monitoring customer response in different situations, companies may work out a strategy based upon the average consumer behaviour and time their sales campaign to get maximum response.
4. Email marketing may help better business-to-consumer communication. Each email comprises targeted information for a particular customer. Instead of an impersonal form of salutation, the sender can address the consumer by name and tailor the message to their preferences and interests. That is why personalised targeted information could strengthen a business-to-consumer relationship, promote brand loyalty and generate repeat business.
5. Buyers might also appreciate how it allows them to control its frequency and content. When opting in, subscribers get informed about the type of information and the number of emails they will be receiving. Getting newsletters on time may promote trust to the brand and result in more orders.
6. Email marketing may boost sales. A study has revealed that the success of a sales campaign largely depends on repetition. The more often one reminds customers about a product or service, the higher are the chances they turn into buyers. Besides, repetition may help contribute to repeat business.
Getting involved in email marketing or splashing thousands of pounds on TV commercials is a sizeable difference between a money-saving yet effective way of advertising and an expensive medium that may fail to reach the targeted audience on time and promote brand loyalty. And how are you advertising and promoting your products and services?