For the tenth year running the Email Marketing Industry Census has been published and reveals the real benefits of an effective strategy. In terms of return on investment (ROI), email marketing provides more than all other marketing channels, including SEO.
Emails have got to be one of the best forms of lead nurturing available and can keep you in touch with both existing and potential clients. On average, email marketing contributes to 23% of business sales, yet it only gets offered a small budget from most companies.
It’s pretty common to underestimate the potential of an effective email marketing campaign. Personalisation, automation and segmentation are unchartered waters for a lot of businesses but have a lot of potential.
There are loads of ways to segment your audience and target them for specific things. Offering bespoke content for separate lists of clients, based on variables such as shopping habits, age, gender and seniority in business, is a really effective way of communicating. Having high quality segmentation can reduce the amount of unsubscribes to your emails as you’re more likely to be sending the right information to the right people.
Another great thing about email marketing is how easy it is to track and measure. Open rates and click through rates (CTR) are clear to see. Another thing that can be really effective is split testing. You can try out different things with subject lines, content and calls to actions to see what works best for your audience. Personalisation can play a big part in this. If your lists are up to date with all the relevant information you can direct your messages to each client and increase open rates, engagement and sales.
Automation, based on actions made on your website, can save you time and money in the long run. Once you have a system set up, email software can push out direct emails based on users’ habits on your site. Once it’s set up it’s a low maintenance way to nurture your leads and drive more sales.
If you think there’s more you could be doing in terms of email marketing, please give us a call on 01993 776999. We’d love to set up a consultation and let you know how we can help.
As Digital Marketing Executive, Camille specialises in content marketing and is responsible for the generation of blog posts for our wide portfolio of clients. As part of the digital marketing team, Camille uses SEO to ensure that her content is optimised in order to increase the client’s online rankings.