Research indicates that 99% of consumers check their email every day with many citing that it is the preferred way to receive brand updates. With this in mind, here’s some of the benefits of incorporating email marketing into your overall digital marketing strategy.
1. Build your own database
Having your own contact list is invaluable for brand awareness and reaching your target audience.
With the stats showing that consumers are continually checking their email all day, every day. This digital marketing tactic provides a great way to spread your brand awareness.
Having a pop-up box on your website means you can ask people to sign up to your email newsletter for updates on promotions. This can help you grow your database which will be GDPR compliant.
Owning your own contact lists is vital for lead generation. Whilst social media is great for awareness and can help with long-term search engine optimisation strategy (SEO), remember that you don’t own the list of followers on that platform.
2. Personalisation
We often talk about personalisation and reaching your target audience at the right time and how they choose. An email marketing campaign can certainly help you achieve this.
You can segment lists so that tailored communication goes out to the appropriate audience at a time suitable for them.
You can also split test your subject lines to work out which resonate with your target audience the best.
Marketing automation can also help with timely emails when an eBook is downloaded from your website.
When you are sending emails, make sure your tone of voice resonates with your target audience.
3. Build your brand awareness
An email design that is consistent with your brand colours and messaging will help you build and maintain awareness of your business.
You can repurpose content from your blog posts and place into your email template which saves time and also provides another way for people to read your insight.
Analytics such as Click Through Rate (CTR) will help you understand the type of content that your contacts like to receive so that you can continue to tailor your communications accordingly.
Email platforms such as Hubspot also measure Click To Open Rate (CTOR) which analyses the percentage of unique recipients who clicked a link after opening the email.
This type of analyses helps ensure that you continue to personalise your emails in relation to your target audience needs as you can understand what content or types of Calls to Action (CTA) are engaging best.
Having this insight into understanding what articles are proving most popular with your audience will help you to continually tailor your content marketing whether email, social media or PPC advertising.
4. Cost-effective and timely promotion
Whilst email marketing allows you to run your regular monthly update email it also means you can run timely communication about promotions at short notice.
Unlike a traditional marketing campaign of print advertising, email marketing is very targeted and therefore cost-effective.
5. Increase website traffic
Your website is the centre of your digital world, everything you do should lead back to it. This makes email marketing a perfect way to help drive traffic back to your website and specific landing pages.
With interesting newsworthy content in your email marketing, make sure you have bold call to actions that encourage people to click through to ‘read more’ or ‘download’ via your website.
Once on your website, good navigation will help keep a visitor on your website for longer and ultimately your goal of either purchase or booking a consultation for a service.
This strategy also helps with your ongoing website optimisation.
Email marketing agency resources
- How to use email as part of your marketing strategy
- What to check before you send your next email marketing campaign
- 4 email marketing tactics for effective campaigns
Email marketing Croydon
As a digital marketing agency in Croydon, we’re able to offer businesses inbound marketing support for improved lead generation including developing an email marketing strategy.
Other digital marketing tactics include web design and development, SEO, Pay Per Click (PPC), social media management through to CRM and marketing automation.