Email marketing, we’ve established it’s not dead.
It’s still alive, kicking ass and taking names for businesses large and small.
But, beyond just writing a fancy email and clicking send, how else can your business use, and benefit from email marketing as a promotional tool?
According to a GetResponse report (Email Marketing & Marketing Automation Excellence 2017), here are some of the top benefits of email marketing.
Top Benefits Behind Email Marketing
1. Lead Generation
Yeah, yeah – pretty obvious.
But not always used to its full potential.
Inviting website visitors to subscribe to your email marketing list (with a valuable incentive) is an easy, peasy lead gen strategy.
Follow up with them after they’ve had time to use / try / read their freebie, and you’re on your way.
2. Improve Your Sales
Think about it. If every single prospect on your email list became a paying customer, you’d quickly be in business heaven.
Sadly, that’s most likely not going to ever happen.
Even so, you can use email marketing to improve your sales prospects, simply by sending the right stuff, to the right people.
It’s the bread and butter of most email campaigns but, the trick to accomplishing this is – list segmentation.
A practice which allows you to contact each of your list members with the appropriate sales message at just the perfect time, in the end converting each one of them through the funnel into being a happy customer.
Feeling as though, thanks to your segmentation, your messages really do resonate with them, their current pain and their need.
3. Improve Your Conversion Rate
The key to improving your conversion rates is, as above, getting the right message in front of the right people, at the right time.
So, conversely – sending people stuff that doesn’t resonate with them, will drive down your conversion rates, and result in a big fat zero in your bank account.
As in the previous example, the key to doing this is personalization and list segmentation.
When you nail this, your campaigns are going to be a lot more successful and, your conversions are going to increase.
4. Reduce Your Marketing Costs
Small businesses are almost always on a small budget (heck, even some bigger firms are tight) – and they’re always on the lookout for cost-effective marketing methods that work.
Which is precisely where email comes into play.
Fortunately, there’s plenty of email marketing applications available (think MailChimp, AWeber etc), and a number of them are either totally free or low cost.
5. Identify Higher Quality Leads
No one wants to throw their time away, wasting it on low-quality tire kickers.
It is for this reason that it’s very important to have a system in place to ensure that you get good quality leads before you put too much effort into promoting your business.
Fortunately, email marketing is by nature a lead qualifying system, which illustrates a prospect’s desire based upon:
- The simple fact that they’ve subscribed to your email list, to begin with;
- Whether or not they open your email messages; and
- Whether they click the links in the emails you send them.
If your subscribers do any of the above, they may well be prime prospects for you.
6. Shorten The Sales Cycle
Email marketing is an excellent way of getting your most persuasive content seen by potential decision makers.
Provided you’re following some of the tips above, nurturing the right subscribers, and leveraging both segmentation and good quality, relevant content, you’ll soon see the speed of your sales cycle shift into top gear, getting the most appropriate content seen by key decision makers.
The people who will actually buy from you.
Need an email marketing consultant?
I’m your man.
I can help write the copy, design the email and advise on strategy.
Drop me an email [email protected] for more info and to set up a quick call.