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Why email marketing is important for your business

Email marketing is one of the oldest digital marketing strategies and was, for a long time, a synonym of spam and intrusive communications. However, thanks to the advancement in technology and marketing automation tools, this channel has become one of the best ways for businesses to build a loyal customer relationship and increase their sales. In the last few years, email marketing has been consolidated as an important means of communication. From purchase confirmations to newsletters, emails are an essential aspect to grow and manage your business. It can also help give added value to your company by creating a much closer and personal relationship with your existing clients.

Why should you include email marketing in your Digital marketing strategy?

Email marketing can be a great ally for your business. This strategy allows your brand to reach potential customers and clients that are a perfect fit for your services. It’s also a perfect channel to maximise the effectiveness of your brand’s communications at different stages of the customer journey map, since it enables you to send a large volume of emails to a previously segmented contact base.

In order to join your database, subscribers must accept to receive your emails or opt-in to your newsletter; they are therefore already showing a certain interest in your business. They may be existing customers satisfied with your products or services who want to be aware of the brand’s news or promotions. They may also be potential clients interested in your sector or in what your brand can offer them. It is, therefore, essential to segment your database to ensure you get the best results of each email campaign.

It’s important to distinguish new subscribers from existing customers. A new subscriber is someone who has a certain interest in your brand, as they have trusted you with their email address and permission to contact them. It’s important to take advantage of this and provide them with a welcoming message, along with valuable information about the brand, encouraging them to make a purchase. On the other hand, email marketing is the best loyalty tool for existing customers. A satisfied customer is someone who has been pleased with what your brand has had to offer and has therefore decided to stay in touch. You can take advantage of this by sending them deals and discounts, updates or even thank you emails for supporting the brand. Maintaining this contact will help the client stay interested in your services long after they’ve made a purchase. This can ensure “top of mind”, that is to say, when they think of buying a product from your sector, your brand will be the first to come to mind.

With targeted segmentation, subscribers will only receive personalised communications and content that interests them, creating a relationship of trust and closeness. Personalization also increases open rates and shows your audience that you recognize and understand their needs. Leading to more engaged, action-driven readers, which is hugely important to an effective lead capture strategy.

Benefits of email marketing

Email marketing is one of the online marketing strategies with the highest return on investment (ROI). Unlike traditional advertising, it is much cheaper and also more profitable. In fact, there are specialised tools for sending mass emails, that allow their users to send monthly emails to a large number of subscribers for free.

These tools also allow you to obtain precise information on important aspects: opt-in and opt-outs, opened emails, click through rate, conversion rate, etc. This data can help you determine if the campaign is working or not. Depending on the answer, important decisions can be made about which elements of the strategy can be strengthened or changed to increase success. This in return will help you improve in various areas such as audience segmentation, personalisation of communications and content creation.

In summary, email marketing is a simple, but very powerful tool that offers great results to any brand. It is one of the most efficient strategies for attracting potential clients or retaining satisfied customers. If you’d like to find out more about how you can use an email marketing to reach out to new customers and build vibrant relationships, get in touch with us at Glitz. With our digital marketing experience you will get the results you are looking for.

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