Email marketing is a strategy used widely to promote numerous products and services. Yet, is it really effective? We usually associate email marketing materials with spam and unwanted messages, yet in fact it is quite a powerful promotional tool. If you want to learn what exactly email marketing is, and how it can help your company, read this article. We will explain everything you need to know about this strategy here.
Email marketing is a strategy used widely to promote numerous products and services. Yet, is it really effective? We usually associate email marketing materials with spam and unwanted messages, yet in fact it is quite a powerful promotional tool. If you want to learn what exactly email marketing is, and how it can help your company, read this article. We will explain everything you need to know about this strategy here.
Table of Contents
What is email marketing?
Email marketing is a digital marketing strategy which utilizes a particular channel, electronic mailboxes, to promote businesses or products directly to the clients. It is used for various purposes:
- to increase brand awareness,
- to boost customer engagement,
- to promote particular products,
- to market high-quality content.
Nowadays, email marketing is mostly conducted with the use of specialized platforms. These tools automate the whole process, allowing the marketing teams to send hundreds of emails in a matter of seconds. As such, it is a low-cost solution with real, powerful effects.
Why is email marketing so potent?
There are quite a few reasons why email marketing is so fruitful. Firstly, emails are sent directly to the customers. There is no medium in between – you know who should be targeted and that person will receive the message. Moreover, this allows you for better personalization of your campaigns. For instance, your company may send different messages to Gen Z customers than to baby boomers. Such personalized approach is simply more effective.
Secondly, email marketing requires an action from the customer. When an email reaches an inbox, there are only three options: read it, archive it or delete it. Leaving it be is not a good solution – the notification about unread emails will drive the user crazy. Therefore, in almost all cases this strategy will bring a reaction. Sure, some people will simply delete these emails, but many will read them out of curiosity. And, if the message is engaging and intriguing enough, you might attract the customer to visit your websites and expose themselves to your other marketing tactics.
Email marketing tools and platforms – are they necessary?
While it is possible to perform email marketing manually, it can be strenuous and simply inefficient. The key advantage of email marketing tools and platforms is that they embrace the principle of automation. Yet, sending messages for you is only the tip of their capabilities.
For many email marketing tools, it is possible to analyze your client base. If you integrate them with other platforms, it is even possible to send messages automatically to those whose interest in your products or services just began growing. This lets companies target the right people at the right time, and let’s be real – for sales, timing is crucial.
The takeaway
Email marketing is a worthwhile strategy. While you should not use it as the only way to promote your business, it can add value to the actions undertaken by your marketing team. Remember to use email marketing platforms – without automation, this strategy will not be highly effective.