It’s a fact that most people constantly check their emails. If it is not for official reasons, it is for promotion alerts. A research by porch group media showed that 99% of participants checked their mail everyday and some as much as 20 times a day. Apparently, consumers spend an average of 10 seconds reading brand emails. 58% of users check out their emails before they check their social media. There is therefore a lot of potential in email marketing for businesses to position and sell their brands on digital media.
What is email marketing all about?
The Essence of Email Marketing in Digital Marketing
Email marketing is about sending campaign emails to a target audience. It is also data driven and permission based with an aim of reaching customers and potential leads. It is important to note that emails should be relevant and engaging to ensure that digital marketing goals are met.
For a successful email marketing campaign there should be three major objectives:
- Generating sales
- Enhancing Brand Recognition
- Increasing website traffic
These objectives are achieved by sending your audience valuable content and promotional offers. This builds relationship and helps convert leads into sales which is key in digital marketing.
What are the key uses of email campaigns
- One of the objectives of email campaigns is to generate sales. Email campaigns can be used to sell and promote new products or announce on discounts, coupons and flash sales to interested buyers.
- Can be used to educate new buyers on products, build their trust and guide them towards making a purchase decision.
- Ensure customer retention by facilitating brand loyalty and offering exclusive content.
- For content marketing whereby newsletters, blogposts and how to guides are used to establish authority in the industry.
- Carry out research by sending surveys to collect customer opinions, feedback, test new ideas and understand needs.
- Brand building whereby a brand’s story, values and personality are reinforced to increase recognition.
- Subscribers can be invited to events such as webinars and workshops.
- Driving of traffic to the business website, blog social media pages, or new landing pages to give the audience different experiences.
Benefits of email marketing
- Email marketing enables businesses reaching their target audiences without incurring high costs. An email list is a great resource as there is so much they can do while minimizing marketing costs.
- It is a quick and direct way of reaching customers inboxes bypassing crowded social feeds.
- With email marketing there is a high and strong return of return on investments.
- It does not get to be affected by social media algorithms. It is independent of algorithm changes in other platforms.
- A business gets to personalize messages according to how it has segmented its audience which makes it relevant and enhances engagement.
There you have it. That is email marketing as a digital marketing platform. It can be used to connect with potential customers, create brand awareness, build customer loyalty and complement marketing efforts. At the Penned Craft we elaborately create email campaigns that will position your product leading to brand recognition by customers when they are making purchase decisions. Do get in touch with us we will craft a good email marketing plan for your business.