What is email marketing and what are the benefits for your business?
Email marketing is using email to build relationships with your audience. With a proper email marketing communication flow, you can send relevant information and convert prospects into customers.
People who are interested in your product or service can join your email list and – through email marketing communication – learn everything they need to know to make an informed buying decision.
If you build your email list with your target audience – people who can benefit from your products or services – you can be sure that email marketing will become a significant revenue stream for your business.
Email marketing has been in use long before the World Wide Web, which makes email marketing the first online marketing channel. Email marketing has been around for a long time, and it continues to lead the pack as it comes to ROI.
What are the 11 key benefits of email marketing?
These are 11 of the main benefits that make email marketing the perfect choice for your digital marketing activities.
1. Low cost
Let’s start with the most important aspect – how much does email marketing cost?
To run professional email marketing campaigns, all you need is a basic strategy and the right tool that allows you to try and test various tactics.
Professional email marketing software, like GetResponse, offer several plans based on the size of your email marketing list (number of subscribers.)
Basic plans start as low as USD 15 a month and provides key features like:
- email marketing
- marketing automation
- landing pages
- Facebook ads
- sales funnels
- list building funnels
It also lets you import and grow your email list up to 1,000 contacts to whom you can send unlimited number of messages.
Email marketing services are perfectly scalable. You can use a basic plan to start building your contact list and sell your products, and upgrade to more advanced plans as your online revenue grows.
You can also test GetResponse for free for 30 days without having to provide your credit card details.
2. Full control
You have full control over every aspect of the email marketing communication.
- design your assets (e.g. webforms, emails, and landing pages)
- decide on the kind of email campaigns you run
- segment your email list for precise targeting
- tag your contacts for better personalization
- create marketing automation workflows with your business goals in mind
Plan your communication carefully to reflect your brand identity and stand out from other companies in your customers’ inbox.
When you build your list organically, ask people to confirm the subscription. This way you know that your contacts want to receive emails from your brand, which means that you’re sending emails to people who are really interested in your offer. Such an email list is considered high-quality and likely to bring better business results.
You can track statistics and monitor the results of your campaigns. Based on the collected information you can make small changes (e.g. design, copy, structure, or workflow) and optimize your email marketing program.
4. Ease of use
Creating email marketing campaigns is simple. You can design your email templates, landing pages, and marketing automation workflows with intuitive drag and drop editors. The new GetResponse Email Creator is just one example.
You can track performance and edit all assets to increase the overall impact.
5. The preferred marketing medium
According to the DMA most people prefer to be contacted by companies through email rather than other channels.
The results of the survey make perfect sense since well-designed email marketing campaigns are relevant and non-intrusive – emails wait in the inbox and subscribers decide when’s the right moment to open and read an email.
30+ Best Email Marketing Campaigns
6. You can reach mobile device users
The percentage of email opens on mobile devices continues to grow. According to GetResponse Email Marketing Benchmarks, desktop opens make up 45.69% of all email opens, followed by mobile opens at 34.31%, and webmail opens at 20%.
Which means that you can reach your customers and influence their buying decisions wherever they are. You can also integrate your online and offline marketing e.g. by collecting email addresses at events or during shopping at a brick-and-mortar location.
7. Email is an owned medium
Traditionally, digital marketing strategy is divided into paid, earned, and owned media. Email falls into the owned media category. It means that your business has full control over this online marketing channel.
In fact, over time, your email list becomes your greatest online marketing asset: a massive database of people who want to hear from your brand.
If you use a professional email marketing tool, your emails will reach everyone on your email list as opposed to e.g. social media, where you cannot control your organic reach. That’s why investing too much in social media following is often called building a house on rented land.
8. Targeted and personalized communication
You can collect relevant information from your contacts along the subscription process and use it to tailor the communication to their needs and preferences. Based on the data you can create segments of people sharing common traits.
Your subscribers will stay on your list as long as they see value in your communication – that’s why over time you can build a huge email list that brings impressive revenue.
Read the following blog on 9 super-easy ways to personalize your emails.
9. Easy to measure results
You can gain full control over your email marketing efforts by integrating your email marketing platform with online analytics tools such as Google Analytics.
You can control the performance of individual emails in your email marketing tool’s statistics panel and then track user behavior on your website. You can set goals for individual campaigns, track conversions, and measure the ROI.
10. Fully automated
With marketing automation, you can build custom workflows for your email marketing campaigns. You can easily create any kind of campaign by using a drag-and-drop editor to program the communication flow with the available conditions, actions, and filters.
11. Excellent return on investment
Email marketing keeps on bringing the highest return on investment of all online marketing channels. This results from all of the factors mentioned above. If you run and measure your email marketing activities the right way, they’ll become a proven source of revenue for your business.