In the world of online marketing, little stays the same for long. In just ten years, search engine optimisation, social media services and PPC advertising have grown exponentially, while those practices are markedly different to what they used to be.
Email marketing, however, remains curiously similar to how it was utilised ten years ago. Sure, analytical services have improved and audiences have widened, but for an email marketing agency, the central premise of engaging copy and eye-catching design remains, somewhat reassuringly, the same.
It seems here to stay, too – but why? What is it about email marketing that makes it so popular with marketers?
It’s targeted
Social media is often lauded for the way that it can parachute a brand into the web space of a potential customer, but emails go one further – into someone’s personal account. Once the email is in someone’s inbox, the customer will have to read its title (at the very least) before electing whether to read on or delete it.
Customers have given you permission
What’s more, to be in your contact book, these customers have, at one point or other, registered their email address with you. Therefore, you know that they’re probably more inclined to interact with your brand – reducing the amount of wastage you incur on your marketing.
There’s ROI… and it’s easy to monitor
It goes without saying that marketers love return on investment. But even more than that, they love being able to monitor and analyse what they’re spending money on. In a similar manner to PPC adverts and SEO services, email marketing can offer essential analytical information on how your customers reacted to your advert and how they acted when they were on your site.
It tells you where to improve
Conversely, the analytical aspect of emails shows you where customers weren’t impressed with your offering – giving you an opportunity to improve the way that you interact with your target markets in the future.
The CRM offers insight
Nothing helps a marketer to target appropriate customers like a well-constructed database. Email lists are one of the most effective databases that you can find and even if your registration process involves a small questionnaire, the email process offers an intriguing and invaluable window into your target markets.
It’s more formal
Social media is great, but sometimes you don’t want to meet people on a level where they’re discussing their favourite thing to eat with French toast. Customers deal with more important matters on email accounts than on social media and meeting them in this sphere is a fantastic way to align your brand with a more serious, definitive mind-set.
It allows for integrated campaigns
There are many strings to the bow of the online marketer. As a result, it only makes sense to integrate emails alongside the other successful methods such as social media and offline advertising – giving you a campaign that’s designed to reach and affect as many people as possible in a cohesive, engaging way. Email is just another angle from which your campaign can reach the lives of your target audience. Learn more about email marketing with Graphic Alliance.
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