Still in the Stamp Age? If you aren’t using email marketing or are still using direct mail marketing as your main source of maintaining customer relationship, you are doing it wrong. You are doing it wrong and torturing the intern, they may never get that stamp taste out of their mouth. Email marketing has so many benefits over direct mail marketing, and those that say that social media marketing has made email marketing obsolete are probably just doing it wrong. Here are some of our favorite aspects of email marketing and a tip to make yours more effective.
Trust: It’s a two-way street
Email marketing is awesome because it creates a reinforcement of trust in the mind of the consumer, about your company. Consumers trust the spam filter in their email to take care of all the less reputable emails and spam, which are trying to make their way into your inbox. This gives your consumer increased trust that your email getting through will be safe and offer something of value. Past that, your consumers can unsubscribe to your email list. This gives the consumer increased trust that they have control in this mutual relationship between themselves and your company.
Measurability is easily one of the biggest advantages over direct mail marketing. Measurable ROI. Anything better than that? I don’t think so! With email marketing you can put links directly to an offer or your website. You can get data on the how your consumers are interacting with your emails in real-time. Knowing the effectiveness of each email can help you better tailor your ads for consumers taking into account their position in the buyers funnel and their amount of interaction with the company.
With email marketing you are greatly increasing the targeting capabilities of your campaign and are keeping an eye on the cost throughout. For effectiveness there are really two parts to this Cost Effectiveness and Ad Effectiveness. Ad Effectiveness Because the data in email marketing is measurable you can analyze your data and segment your email marketing contact list. Why is this so important? With a segmented list you can tailor your emails for the different needs of the different consumers. You can create emails targeted for the different stages of the buyer journey. Creating these segmented lists can Cost Effectiveness If you are doing direct mail marketing, how much do you spend on printing and postage? Time to move into the present. And stamps taste funny (Oh, there it is! I said the title of the article, in the article). With email marketing the only cost incurred, if any, would be for purchasing a larger contact list capacity. And that’s not a bad use of your money.
Tip for Present or Future Email Marketing
Make it Responsive I don’t know about you but I always have my iPhone on me. It’s the easiest way to get in touch with me and it’s the easiest way for me to keep track of everything. The Mail app on my smartphone makes it so much easier to stay on top of work outside of the office, but there is nothing worse than those emails that don’t translate well to mobile-device size screens. Those darn unresponsive emails are a thorn in my thumb. With 61% of consumers reading their emails from their mobile devices you need to make your emails responsive so that they can be opened and utilized no matter the device they are being opened on. If you have questions about getting email marketing started at your company or would like to schedule a consultation feel free to give us a call at 516-535-5353 or e-mail us at email@example.com. We look forward to hearing from you!