Email Marketing as a Business Tool

Email marketing has been utilized shortly after the birth of the Internet. It has evolved considerably since then and is still an incredibly useful marketing tool. It is a softer way to educate your audience on the value of your brand or keep them engaged, it can also be used to promote and create awareness about a business’s new products and services, discounts, and other services. 

What is Email Marketing?

Email Marketing is the act of targeting consumers with a customized commercial message through targeted email with the goal of driving sales, increasing customer loyalty, brand awareness or communicating important information. It’s a form of direct marketing that in the past was commonly used to target mass groups of people. 

Business owners should consider email marketing as one of the most effective marketing tools to achieve business goals such as conversion rate, customer loyalty and brand awareness and improve email writing and re-targeting.

However, modern email marketing acts as a business tool and is based on the principles of consent, segmentation and personalization

How Email Marketing act as a Business Tool

Email marketing can act as a business tool when email marketing achieves business goals such as; conversion rate, customer loyalty and brand awareness. The email marketing best practices include;

  • Collect email addresses legally

If you’re going to send emails, then you’re obviously going to need email addresses. However, the way in which you collect those addresses is very important. In order to legally collect email addresses, you need to put in place called an option in process.

  • Segment your mailing list

As your email list expands, it’s likely to contain diverse buyer profiles. Segmentation refers to cutting down your list and creating smaller sub-lists of contacts who have something in common. This allows you to continue proposing content that is both personalized and relevant to each individual.

  • Optimize your deliverability

Email deliverability refers to the ability of an email to land in a subscriber’s inboxes. It’s an important concept for marketers as it signifies that emails have correctly reached their destination. Email deliverability depends on both technical and behavioral factors.

To ensure this quality, there are a number of procedures to follow:

  • Ensure that your email subject is spam-free. 
  • Keep your contact database up to date at all times by removing engaged users and inactive addresses.
  • Always include an unsubscribe link.
  • Choose an email design 

Choose an email design that works for your brand & audience. In email marketing, the design is just as important as the content. Capture your contacts’ attention with an email design that’s both on brand and visually appealing. Having a structure that naturally draws the reader to your call-to-action will drive conversions.

  • Save time with email templates 

To ensure consistency and time-savings from the very beginning in email marketing, is to create reusable email templates. Choose a template and personalize it to match your brand. Once that’s done, you’ll only have to modify the text each time for your different emails.

  • Personalize your emails 

Personalizing emails is essential for building trusting relationships with your leads and customers by making customers feel special. They appreciate it when brands add personal touches and a little effort goes a long way to give customers that value.

Some personalization ideas to get started include;

  • Use your contact’s name (“Hello Melvin”)
  • Take into account a contact’s location when scheduling the send time 
  • Segment your contacts
  • Use behavior-triggered emails based on how your customers interact with your product or services

Considerations like these are going to impact your open, click-through, and conversion rates in a positive way.

Key Benefits of Email Marketing

Email marketing is considered one of the most effective marketing channels that consistently delivers the highest Return On Investment. Below are the benefits of email marketing.

  • Unrivaled return on investment

Using email marketing to target potential customers will increase return on investment and in the business world, results are arguably all that matters. 

  • Reach a global audience

Email marketing allows you to send messages to your global audience and tells who is actually reading your content. Alternatively, you can always know who read your message and can target them accordingly .

  • Measurable

Another key benefit is that, it’s easy to see where you’re going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to improve the campaign.

  • Easy to start

Email marketing does not require a huge team or reams of technical in order to be successful. It’s certainly possible to create an email campaign with fancy templates, videos, images and logos.

Many email marketing platforms offer drag & drop editors, which allow you to create stunning campaigns, quickly and easily.

  • Deliver targeted messages

Email marketing can enable you to go one step further to send emails to subscribers who meet certain criteria. Email list segmentation works well for brands who gain information about their subscribers. Sending the most relevant message to individuals will increase customer loyalty.

  • Reach an already engaged audience

Email marketing is one of the only channels that consumers ask to receive. The majority of businesses using the platform only send messages to those who have signed up to receive them. This can  lead to higher conversion rates as a business is only targeting those who already have an interest in their brand.

  • Instant impact

Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant email marketing strategy that can be utilized, as it creates a sense of urgency and convinces subscribers to take immediate action.

  • Low costs

One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels.


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