Did you know that the very first email was sent over forty-five years ago? That’s older than this author! Since then, people have sent hundreds of trillions of emails. From quick notes through to massive essays and everything in between.
The average person checks their email multiple times per day and sends quite a few as well. When it comes to marketing, selling your products and services or reaching your customer base, email is up there as the most effective form of communication. While some may discount it in favour of social media and paid search, email is still essential in this day and age. Let’s examine a few reasons why.
Reach and Impact
Email marketing has the potential for massive reach. If you’ve got a subscriber list, you essentially have a captive audience. As mentioned above, most people check their emails multiple times a day, and while email clients like Gmail will filter promotional emails, many people still check these looking for bargains. If you’re able to offer a discount, free shipping, free quotes or any other enticing offers via email chances are you’ll snare a lead.
If you don’t have a subscriber list yet, no worries. There are a few things you can do to get people to cough up their email addresses. Offer a discount for successful signup, or capture it in a contact form when people request a quote, as long as you have a disclaimer that they will receive marketing materials. You don’t want to get accused of sending spam. Better yet, offer people a carrot for giving you their email address. A useful ebook, tool, free sample or another offer will ensure you get those valuable subscribers.
Improved Brand Awareness and Position
If you’re sending regular promotional emails to your database you’re effectively and efficiently positioning your brand front and centre of your audience. People are going to remember your brand name and identity and associate it with the product or service that you offer. When it comes time for them to need your services or products – from plumbing through to essential oils, they’ll head for their email and hopefully, get in touch.
You’ll Reach People on the Go
More and more people are using their smartphones and portable devices like tablets to access the internet, search for information and check their emails. By using email marketing you’re reaching people as they’re out and about and busy. People now purchase goods and make enquiries as they wait in line at the shops, sit in the waiting room at the doctors and commute on public transport. Email marketing allows you to reach this mobile market quickly and easily.
Email is an Affordable Marketing Solution
Unlike paid search, social media advertising and broadcast, email marketing is quick, easy and affordable. Even if you engage a specialist EDM agency, they will likely be cheaper than a full suite digital marketing agency or an advertising agency. You can even put together a quick and simple email marketing template using free tools available on the internet. So why throw money away on your marketing when there’s a simple and affordable solution available?
A Quick Wrap Up
Email marketing is still an effective tool in 2019. You will reach your audience and have a solid impact, all while improving brand awareness and positioning. You can reach people while they’re out and about and ready to buy, and you won’t spend a heap of money doing it. While other marketing activities are still worth it, don’t write off email entirely. Good luck with those sales!