Why Email Marketing is Important for Your Business

Why Email Marketing is Important for Your Business

Nowadays it’s easy to dismiss email marketing as being outdated or ineffective.

With the increasing popularity of social media and messaging platforms, it has become easier and faster to reach out to customers directly.

However, if you have a business and you are not actively keeping a database of customers, you may be missing out on the opportunity to send your customers the right message at the right time thus increasing your chances of making a sale.

In this article we explore why email marketing is something every business should use to engage customers:

1. Email is More Personal than Social

Although social media has become an increasingly popular method of acquiring customers, the fact remains that not all your customers will be active on social media.

However, almost everyone has an email address and sending curated email messages is a great way of showing your customers more relevant content.

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With email you are also able to reach customers directly in their inbox with your content instead of having to compete with other brands or companies for attention on their Facebook/Instagram news feeds.

Email also allows you to address your customers by name (provided you have captured this information) and allows you to customize the sort of content you show to them based on how they’ve responded to previous, similar emails.

2. Email Marketing is Data Driven

The goal of any effective marketing campaign is to determine what strategies work and what don’t when engaging potential customers.

With email marketing, you get direct insights into different user types and behaviors.

Some of these include email open and clicks which will give you a clear idea of what content your users find useful which will help you tailor content in the future.

Another variable you can experiment with is the email subject line.

Personalizing the subject or offering an incentive for clicking and opening are just some of the things you can do to drive more clicks and opens for your emails.

Another metric your business can track is click through rate (CTR), which is essentially what percent people clicked on a link within the email.

If you are really doing email marketing right, you should split test different calls to actions (CTA) within your email copy (and even subject lines).

Knowing if one particular phrasing works better than others in generating click throughs, can provide exponential results to your campaign.

3. Email Helps You Stay Top of Mind for Your Customers

With email, you can reach customers directly whenever and wherever you want. While not every email needs to be a sales pitch, your contact with the customer should provide something of value to them.

Whether this is a link to your latest blog post, an email asking them questions relating to your industry, or even an update on new products coming out in the near future; using email to stay connected to your customers keeps your brand at the forefront of their minds.

With the personalization of email, you can tailor your message to be warm and friendly and not cold, stale, and corporate.

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The personal touch will help them connect with your company on a personal level instead of just a professional one. This ultimately builds relationships, loyalty, and trust among your subscribers.

With all the email marketing tools out there, it may sometimes be hard to choose one that really works for your business. We’ve handily narrowed it down to some of the best:

Happy emailing and all the best!

Erik Gan’s experience includes working for venture capital and e-commerce companies in the fields of corporate strategy, business development and digital marketing.

He loves ideating and validating new business ideas and customizing them for local markets. He is a big geek outside of work and loves anything science fiction be it books or movies.

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