E-mail marketing can help your organisation reach a wider audience in a cost-effective manner. It is a marketing channel that allows businesses to send messages via electronic mail, creating relationships with both current and potential customers, promoting brand awareness, building customer loyalty and communicating important information about promotions.
Reasons to Adopt E-mail Marketing
E-mail marketing enables you to reach your target audience. Unlike other marketing channels such as television or newspaper advertisements, e-mail marketing allows you to control who sees your marketing message based on factors such as lead status, demographics and location.
Incorporating an effective call-to-action(CTA) in your message, prompts current and prospective customers to take further action. By prompting readers on a regular basis to read a blog post, avail a discount, or make a direct purchase, you help stimulate brand awareness.
E-mail marketing enables your organisation to promote products and services in a cost effective manner. Generally, it requires minimal investment and eliminates costs associated with traditional marketing methods. This in turn leads to a higher return-on-investment (ROI).
Effective E-mail Marketing Characteristics
Include a Catchy Subject Line
An effective e-mail campaign can fail to bring expected results because your target audience has failed to read the message sent across to them. Poorly written subject lines may result in your marketing e-mails being filtered as spam. Creating subject lines that trigger the need to find out more is essential, for example, personalising a subject lines based on information about your prospect can significantly increase the e-mail open rate.
Produce Quality E-mail Copy
Email copy must be original, appropriate and thoroughly proofread. It is important to note that lengthy e-mails can significantly reduce the response rate. All marketing e-mails should be long enough to generate interest and give prospects sufficient information on who you are, your product or service offerings and above all provide the recipient with the appropriate action you would like them to take, for example set up a face-to-face meeting.
Adopt a Targeted Approach
Irrelevant e-mails have a negative impact on your brand. List segmentation enables you to create e-mails that apply to specific audiences, for example a retargeting e-mail can be sent to a group of customers that abandoned carts on an e-commerce website.
Create Personalised E-mails
Personalised e-mails create an element of trust due to the interpersonal connection. For instance, including the prospect’s first name increases click-through-rate (CTR) and reduces fear of scams and malware that are associated with generic e-mails.