From Click to Conversion: How Email Marketing Can Boost Your Business

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As a marketer, you might think email marketing is dead now, and there is no potential for ROI (return on investment) for your business in any way. As a matter of fact, email marketing is one of the most effective marketing communications to this day and here is why you shouldn’t ignore it.

Statistics show that 40% of B2B marketers state that email newsletters are crucial to their marketing campaigns’ success and that a significant 73% of millennials prefer for businesses to communicate with them through emails for any updates (as a millennial myself, I amplify this statement). Another statistic that comes to support this is that 99% of consumers tend to check their emails every day and wish to receive news from brands in this way.

This is why a strong email marketing strategy is important for the success of your marketing communications. Let’s see some of the benefits of email marketing below.

Don’t shy away from Personalised Content

Personalising your email content to your target audience can go a long way. Small details, such as addressing the email to their name, makes them feel like you are talking directly to them and that the contents of the email are for them exclusively. Emails that are personalised in this way have a higher clickthrough rate as opposed to the ones that don’t.

Moreover, creating audience segments can help you identify which emails to send to the right audience. For example, you might want to send a different email to loyal customers and a different one to one-time purchase customers. Sending relevant emails to your audience increases your email open rates. With that being said, consider adding different images or subject lines based on your audience’s geographic location and engagement rate.

Email marketing is all about timing, sending the right email to the right audience at the right time. Segmentation and personalised content come to your aid here.

Increases your sales

The most important benefit of email marketing is that it increases your sales too. Reports show that 59% of marketers say email marketing is the largest source of ROI and that segmented campaigns notice a 760% boost in revenue.

One of the reasons for this is that email marketing campaigns target an audience that either has abandoned their carts or features special offers to current customers — 59% of participants in a survey state that marketing emails impact their buying decisions. Customers are more likely to open an email and buy from you because they have chosen to opt-in to your emails and updates. Email marketing also gives you the freedom of automating part of your sales process, which subsequently increases your sales.

Nurture the relationship with your audience

Communicating with your audience as a marketer should always be the number one priority, as that relationship determines the success of your business. When your customers feel heard, they are more likely to be loyal to you.

Picture this; you just received an email from your favourite brand. How does it make you feel? Do you enjoy getting the updates? Was the email funny, or did it influence you to take further action (of any kind)? No matter if you decide to purchase an item featured in the email or not, I’m sure that you probably enjoyed this experience with your favourite brand.

Email marketing helps you reach to your audience and keep them engaged all year round, even if it is a slow season for you.

Next time you find yourself the need to ignore email marketing as part of your marketing campaigns, maybe reconsider it and give it a try. The process should only give you more insight into what your audience needs and likes.

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