72% of adults prefer communication via email. Email marketing creates an avenue for your target market to learn about your brand, establish a connection, and allows you a chance to learn more about your target audience. While you have likely been told you need email marketing, you may not know exactly why. It's important to understand why certain marketing efforts are done so you can track and learn as you go. There are many reasons and endless data to explain why email marketing is an important aspect of business. We have listed 3 reasons to help you get started:
1. Engagement. Many businesses send email campaigns from a "no reply" email address. As a small business starting to increase a customer base, it makes more sense to use an email address that your prospects can reply to. Engaging with your audience builds a relationship and increases trust in your brand. Once you've sent emails to those who have expresses interest in your business, give them an opportunity to turn the email into a 2-way street of engagement. One-on-one communication is the key to building and maintaining a true connection with your customers.
2. Mobility. Remember when you had to sit down and fire up your computer to read all your emails from the day? Those days are over. Emails are received 24 hours a day, nonstop, no matter where you are. The same is true for your customers. Data showed that 66% of all Gmail messages are opened on a mobile device. Also, 23% of people that open an email on a mobile device open it again later. The chances of your prospects seeing your email and opening it are so much higher than ever before. Why not take advantage of this? Saturate your options and get in front of everyone you can.
3. ROI. Any business owner wants to see where their money is going and what they are getting in return. Email marketing provides data and analytics that would satisfy any small business owner. In fact, according to DMA, email marketing has an ROI of 3800%. Here is a simple calculator you can use to calculate your email marketing ROI. Email marketing allows you to track many KPIs that will paint an accurate picture of how your target responds to your efforts. Depending on what your overall email marketing goals are, make a list of KPIs to start tracking. Conversion Rate, Clickthrough Rate, and List Growth Rate are a few basic metrics to track.
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