Many businesses are still unsold on the benefits of email marketing. The fact that there are several other ways to get the message across means that emails are seldom sent. This is probably worsened by what happened in the past where customers would mark particular mail as spam if they kept receiving messages that were unhelpful from a certain client.
Well, people will still mark your email messages as spam if they come across as unhelpful. Fortunately, email marketing actually discourages spam mail. The rules of email marketing dictate that you can only send the right message to the right people. Secondly, you can only send the email messages to people who have given your business explicit permission to do so.
How can mail marketing benefit your business?
If used responsibly, mail marketing has several potential benefits for just about any business.
- Targeted marketing
Mail marketing allows you to refine your target market so that you end up keeping only a list of consumers who are clearly interested in your products. Ensure that your mail marketing software allows for lead scoring so that it becomes possible to tell the actions of individual leads on your product website. This will allow you to create even better messages for each category of leads.
- More personalized messages
Businesses are quickly discovering the benefits of personalization. You are far more likely to close a sale if the customer feels like you are directly addressing him/her, not a crowd of people. Starting from asking the consumer if they would like to receive your emails to progressive profiling and consumer segmentation, mail marketing is probably more personal than social media.
- Measurability
You can easily know what is working and what isn’t, which allows you to quickly make necessary changes. For example, you will get metrics on the number of mails sent out, those that were opened (open rate), and how many people click on a link in your email messages (click through rate). These are metrics that instantly help you rethink your strategy and come up with better solutions.
- Increased lead conversion
At the end of the day business is about making increased profit. Email marketing will help you expand your customer base. Then using lead scoring and other tools, you can know where the customer is in the funnel allowing you to follow up progressively. Youll definitely realize an increase in sales over time.
