21 Sep 2017 19:07 IST

7 reasons why e-mail marketing still works

It is a cost effective way to help your brand reach the target audience

E-mails were probably the first aspect of the Internet we were introduced to. This old-school medium of communication was in use much before WhatsApp and social media biggies like Facebook and Instagram came to play.

However, with the emergence of new digital marketing strategies and social media becoming the go-to platform for effective advertising and branding, e-mails have taken a back seat in the bandwagon of digital marketing. But does e-mail marketing still work in today’s fast-paced digital age? Let’s find out.

No need for new technology

Marketing through e-mails is a sure-shot way of reaching mobile customers. E-mails are now accessed mostly on the phone. For a marketer, this means that anyone with a smartphone and a decent data plan can be reached and converted into a customer. Since most users check their e-mails on the go, showcasing your products and services to your target group is easier and much more effective with e-mail marketing. With tools such as Mailchimp and Sendgrid, it has never been easier to create a template and send bulk e-mails out.

Helps stay connected

Apart from being cost-effective, e-mail marketing also helps keep consumers informed. Contrary to popular belief, many consumers voluntarily sign up for e-mails from their favourite brands, especially if they receive rewards or discounts from them. It is also a good marketing strategy to notify customers of new product launches and irresistible offers.

Promoting online and offline sales

E-coupons are the backbone of e-mail marketing as they play a huge role in promoting sales and generating revenue for the organisation. From ‘new customer offers’ to loyalty rewards, many consumers look forward to promotional e-mails to avail discounted prices, both online and offline.

A lot of them customers also take printouts of e-coupons for slashed in-store prices. With such benefits, it is safe to say that e-coupons are a win-win as not only do consumers enjoy discounted prices, the organisation also generates higher revenue due to the higher sales volume.

Adding a personal touch

In traditional marketing or new-age social media marketing, brands merely showcase their products for the world to notice and comply. But with e-mails, you can personalise each e-mail based on information from the customer database. In fact, you can even re-target your audience with the products that customers would be interested in and close the deal with an excellent marketing strategy.

Cost-effective

E-mail marketing is a strategy which is both light-on-the-pocket and extremely easy to implement. It works wonders for all types of organisations, from multinational corporations and international brands to small-scale businesses and start-ups. You can easily reach a large database of consumers at substantially lower prices. Additionally, this database is a list of hand-picked consumers who are genuinely interested in your brand, leading to a very high rate of conversion for the organisation at a fraction of the cost.

Works better than SMS marketing

On doing a comparative analysis, electronic mail beat SMS marketing hands-down as it does not need a service provider to reach the user. Additionally, receiving an e-mail is free of cost for consumers as they aren’t charged on roaming. E-mails also have the added benefit of having more space for design and content — something that is much more constrained in an SMS.

Constant mode of communication

With the algorithms on Facebook, Twitter and Instagram being updated frequently, digital marketing strategies on social media need constant upgradation to keep up with the new trends and reach target groups. E-mails, on the other hand, are simple and constant. They provide users with an open platform which is not owned or controlled by third parties. Because of this, you get a direct line of communication between your brand and your consumers.

As the saying goes, old is gold, and this can’t be more apt in the field of e-mail marketing. The old-school technique is simple, inexpensive, effective and is definitively sailing strong in the dynamic world of digital marketing.

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