What is the decision maker like in your company? Do they take on board your ideas? Or do you find yourself having to argue your case? Running a business and being at management level can be hard work. There are a lot of decisions to make, and one huge one is where to spend the money. So, if you want to delve into email marketing, but you have to justify that spend, read on below. This blog post will explore how to demonstrate the value of email for your marketing, so you‘re armed with knowledge before you present your case.
Why is email marketing useful for a business?
We get it, your boss will want to see results before they make a decision. They don’t just want to be throwing money or time into just any form of marketing. They want to see success from your marketing efforts so that they can see the value in the method.
It’s always good when presenting a case for something to have some stats to hand. We’ve picked out some impressive ones here:
80% of businesses say email marketing improves their customer retention (Hubspot, Emarsys, 2018)
- 73% of millennials favour business communication through email (Adestra, 2016)
- 99% of consumers access and check their email account each day (DMA, 2017)
- Almost 60% of marketers state email is their leading ROI (Hubspot, Emma, 2018)
- The average office worker spends two and a half hours a day checking their email (Forbes, 2017)
Unlike social media, you can reach your audience far easier. News feeds disappear, whereas your email will land into their inbox and sit there until they decide what to do with it next. Plus, the audience you have in your email marketing list want to hear from you because they’ve most likely already shown an interest. This is powerful!
In the current climate, email marketing is versatile
Now more than ever people are having to work online, and remotely. This means that email has become even more powerful and is one of the main forms of business communication currently. Consumers are also restricted as to where they can do their shopping, so eCommerce has been incredibly important in the past year or so.
So, if you have a marketing message you want to share, or you want to drive product sales, email marketing can help. You can also get really creative with the campaigns you can send out. onlooking for more email marketing content ideas? Head over to our handy blog here.
Email will certainly help to keep your business visible in these distanced times! Even just seeing your business pop up into their inbox, without opening it will keep you at the forefront of their mind.
What can be achieved through email marketing?
Each email marketing campaign you send should have a separate goal for you to achieve. There are certain ways to improve the effectiveness of your campaign. One way is to nail your subject line another is to add personalisation. These will help you to specifically and directly talk to the individuals of your audience for far greater impact.
After you send out campaigns, you can easily check out the analytics, such as the open rate and bounce rate. This is a clear tool to demonstrate actual results from your email marketing. Once your management team see those the reach of your campaign, you know they’ll be sold on email marketing as an ongoing part of your marketing strategy. Remember, poor results don’t always spell doom and gloom. By seeing where your results are lacking, you can make adjustments. For example, if the open rate is low, you may want to re-think your catchy subject line.
You can also measure your email marketing campaign success against your conversion and sales data. This way your decision maker can really see the impact email marketing has made on the top line.
How does email marketing impact other channels?
A common mistake is comparing social media to email marketing. In fact, these should work harmoniously together. The fact that an audience opts into email marketing, rather than just ‘likes’ a photo or a page is a BIG deal. It shows commitment, it shows that the audience want to see more. This is why conversion rates and ROI is higher in email marketing campaigns.
Surprisingly, even though customers prefer email communication to most other methods (according to MarketingSherpa), social media can actually compliment your email marketing campaign. Firstly, you can promote your sign ups and landing pages via your social media channels, even offering a downloadable freebie when they sign up. Secondly, you can share your social media buttons on your email marketing campaigns.
When thinking about your email marketing, consider levelling up your campaigns with segmentation, targeting and automation. These tools really will give the opportunity to really refine your email marketing strategy and deliver real value to new and existing customers. Get excited, and then show your excitement to the decision maker.
Still unsure?
Email marketing campaigns allow you to offer your audience valuable content, so what’s not to love? When they choose to receive communication, they are ready and waiting for your offers and helpful content.
Emails aren’t dead. In fact, they are very much alive and kicking. So, open the eyes of the decision maker in your business and get planning!
Want to know more? Get in touch with transpond today.