Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective email marketing converts prospects into customers, and turns one-time buyers into loyal, raving fans.
Email marketing is the best way to woo your prospectives and turn them into customers.
Despite the rise of social media and unsolicited spam, email remains the most effective way to nurture leads and turn them into paying customers.
Email marketing gets stronger sales conversions
If you're wondering why you should definitely include email marketing as part of your marketing strategy, here are three reasons why email marketing is your strongest workhorse.
- Email converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, a 2015 study by the DMA found that for every $1 spent, email has an average $38 return on investment (ROI). That's an ROI of 3800%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.
2. Email is the #1 communication channel. Did you know that at least 91% of consumers check their email on a daily basis? That can’t be said of any other communication channel.
3. Your list is always your own. On any social media platform, your account (with all your fans) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
People are inundated with interruption, pitches, and advertisements everywhere they look, and though you might think yours is special, there’s a high probability that to the reader, it looks the same as the rest. This is why it’s important to remember where you are, and use your good manners as a result.
Getting into someone’s inbox is like being invited to their home for dinner.
I make sure that our emails honour their trust, and treat their time and attention with due respect.
Get insight into your readers' behaviour
There are three critical analytics we track in order to best understand the state of our readers, and their response to the emails we're sending.
Your open rate will tell you how well you’ve built your relationship; if the number is low, it means that people have started to delete upon receipt, which means you need to work harder on providing value and/or managing expectations.
Click through rate (CTR)
If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.
If your unsubscription rate is high in relation to your opt-in rate, then you’ve passed the point of building value and writing good copy…you’ve got some serious work to do.