Whenever businesses select a particular mode of marketing, there are certain criteria which need to be fulfilled. These criteria include the economic feasibility, customer reach and engagement, time constraints and sales conversion. Most advertising methods rank high on a few of these parameters while struggling to cover the rest. One of the very few marketing techniques which successfully deliver enormous consumer reach in a short time and within a limited budget is email marketing.
Email marketing services have a huge edge over conventional forms of mass communication. It barely requires any set-up and far less capital investment. Since everything is done on a virtual platform, unlike print ads, the cost and time required for designing, printing and distribution is completely ruled out. The same argument stands true even when comparing it to television ads or telesales. Low time and money consumption means that you can contact existing customers or target audiences on a more regular basis. However, it is very important that you do not send emails too frequently or you stand the risk of getting marked as SPAM or being unsubscribed.
Since email marketing requires only a small amount of time and can be delivered to hundreds of recipients in ‘real-time’, it is ideal for sending time sensitive information, like end of season sales, stock clearance or limited time special offers.
Email messaging is one of the very few forms of mass communication that can be personalised. Once you have designed a template and drafted the content of the email, all you need is to insert the names, addresses, etc. of each recipient. This can be done using automated applications which help you to personalise emails for entire consumer databases. In fact, you can go one step further and personalise the emails for special occasions like client birthdays, anniversaries etc.
Since emails are immediately delivered, your message will always reach in time and help you to build a good brand image. One can use the purchase histories of existing users to judge their tastes and notify them about new arrivals, offers, discounts, etc. and gain their loyalty. All these factors make email marketing services highly beneficial for providing great customer service.
Since there is a high probability that interested customers will click on links provided within the email or call on the given numbers, you get an instant feedback for that particular campaign. Once you find out what attracts customers you can play on your strengths in subsequent campaigns and change those features which have negative or no effect. Each and every element of your email can be tweaked to perfection including content, graphics and headlines. A good way to finalise elements is by sending different versions of the email to different customers and comparing the rate of response. Firms which provide email marketing services have access to tracking tools which help in keeping a track of the sales conversions.
Finally, ask yourself what is the greatest benefit that emails have over conventional post, print, radio or television ads? They can be shared! A customer who is impressed by your product or offers has the potential to forward the email to likeminded people and help you to spread the word. Your audience are thus converted not only into customers but also into your brand advocates.
After spending all your energy and time into maximizing profits, why not give a thought to the environment? Emails reduce the use of paper and harmful inks used for printing. They save trees and reduce pollution. Email marketing services thus create a win-win situation for everyone involved in it, from businesses to consumers and even the planet as a whole.
Jeff is a content writer of Kronoiinc and he believes that he works at best at one of the best database management companies