Why is email marketing important?
Email marketing is a wonderful tool as it enables you to send personalised, customised messages to your database. Whether you want to shout about new products and services, share company news, promote offers, or ask for reviews, email marketing allows you to do all of this and more. You can add multiple calls to action, direct people to specific web pages, and send surveys to improve your customer service – the possibilities are endless! In addition to all of this, you can be confident that pretty much everyone included in your target market has an email address, and they can receive your messages at home or on the move via their mobile devices.
Is email marketing measurable?
As with everything in marketing, it’s important to be able to see results so that you can work out what your customers like, and ensure that the channel is bringing in revenue. This couldn’t be easier with email marketing. There are lots of different metrics that can be reported on: including open rates, clicks, and unsubscribes, and you can see which customers have chosen which action allowing you to tailor their emails in the future.
Of course, before you start sending emails you will need a database. There are some great ways to build your email marketing database so that you have lots of people to send your fantastic emails to. You can use all of your other marketing channels to do this, and you’ll know that the people who have signed up are genuinely interested in what you have to say. This is a much better way to build a database than buying in data, as you don’t want to waste time sending emails to those who aren’t in your target audience.
How should my emails look?
Your emails can look however you like, and you can have fun designing a variety of emails that target different groups of people, or share different messages. However, email marketing should follow your brand guidelines and use your company’s tone of voice, regardless of who the email is going to or what information it is sharing. This will help to keep consistency across your branding and ensure that customers know exactly where the email is coming from.