Benefits of email marketing
We all receive them every day and many of them end up consigned to the trash folder, but if applied correctly there is no doubt that email marketing is one of the most effective methods of business communication today.
Almost everyone uses email. There were 3.146bn email accounts worldwide at the end of 2011 (Radicati Group) and 85% of worldwide internet users access email (Ipsos) with a massive 83% of all emails arriving in the recipient’s inbox (IBM).
With these figures in mind it is little wonder that email marketing is a vital tool in any company's marketing toolbox and, if planned and executed correctly, your email marketing strategy can have a real positive impact on your balance sheet.
Did you know that the average person has to see or hear about your service or product seven times before they will buy from you? This repetitive branding will build a trusting relationship with you and when you have gained a prospect's trust, selling becomes a painless, more natural process. Even if they aren't in the market for your product or service now, you'll be the first on their mind when they are.
Listed below are a few reasons why we think email marketing should be a part of your 2013 marketing strategy.
With the right product, email marketing is a very easy to operate and you don't need to be a design expert to create and manage effective campaigns.
It’s cost effective
Email marketing is extremely cost-effective and is a faster, cheaper and easier way to communicate with your prospects and clients than the traditional direct mail methods.
It’s easy to track and report on your email campaign’s response
Email marketing using an ESP (email service provider) will allow you to track who is opening your emails, clicking on them and reading them. You can also see bounce-backs, unsubscribes, click-throughs, etc. These can be used to measure positive or negative responses, and provide you with the information you need to plan your next campaign to target the hottest leads first.
Email marketing is also a lot faster than the traditional direct mail methods. When sending a direct mail campaign it can take between seven to ten days to get a response and you will never know who has received and read your message unless they directly respond to you. With email marketing, most of the response is immediate or in the first three days. Not only does it reach your recipients quickly but most importantly it enables them to interact and respond immediately without having to call or post back to you.
Professional and personal targeted approach
Email allows you to greet and target people personally. By analysing the click-through and conversion rates of your emails you can personalise your future communications to individuals by their name or even tailor your message to their preferences, industry sector, geography etc. This approach builds a strong reputation with your customers of a company that understands their needs and is flexible enough to tailor its approach to each client individually, building strong on-going relationships. Also, relevancy is key: it lets your audience know that you are actually interested in what they have said, so if they have clicked a link for ‘VAT returns in plain English’ and over a few campaigns clicked on VAT related information, don't start sending them special offers about book-keeping.
Schedule your send
They say timing is everything, and this is especially true with email campaigns. Your success rate can vary dramatically depending on the time of day and day of the week that your message is sent. You can schedule your campaign to be sent when you’re away from your desk and even out of the country! Keep your customers informed about their tax deadlines or regular updates on changes in legislation quickly and easily with scheduled sends.
Capture website visitors
One of the biggest advantages of using email marketing software is the ability to capture visitors on your website. An email marketing solution will allow your website visitors to enter their contact information and automatically be added to your newsletter subscription list.
Lastly, and probably the most important benefit to any accountancy or tax consultancy firm, is compliance with all privacy regulations. For example, did you know that when sending email to large groups (mass-email marketing) it is the law to have a ‘one-click’ unsubscribe button at the bottom of your email? An email marketing solution such as e-shot.net will automatically include it in your message and ensure your audience knows that you respect their privacy (and the law).