People today prefer instant communication and are largely dependent on memes to pass the time. In such a landscape, emails offer exceptional value. With a strong email marketing strategy, a company can reach out to and connect with its target audience. Of all forms of marketing, it has the highest ROI. Its importance as a marketing tool is also due to the fact that it gives a business the power to reach customers in a place where they spend a lot of time, their inbox. An average person spends about 5.6 hours a day checking the activity in both their personal and work inboxes. Given below are reasons why email marketing is so valuable.
Attract Committed Audiences
Emails appeal to audiences that share the same niche interests. For a customer, the content of the email should either solve a problem or be relevant to a passion. Emails are also personal, which also helps to strengthen the bond between a company and its target audience.
Personalization
Personalization is yet another characteristic of email marketing that makes it so successful. If somebody can relate to the content of an email, they are more likely to engage with it. Customers can be segmented into different lists based on their preferences and highly personalized content can be sent to them. Doing research on the audience’s current needs can be incredibly useful. What the people in the subscriber base are discussing can also be tracked. For an email that has already been sent to a particular audience, paying attention to analytics can help to create more personal content for the next email. Various tools are also available that help to assess the performance of emails. For instance, Mailchimp has introduced a content optimizer that can evaluate the performance of emails against industry benchmarks.
Automation
Time can be saved while sending out emails, as they can be automated. This removes the need to manually send out emails. They also provide tailored experiences for customers as automated emails are based on data about the behavior and actions of customers. Automated emails can be birthday greetings, welcome messages, shipping confirmations, and many others. For instance, the welcome email from Pipcorn offers each new subscriber a discount. Automated emails can also be made relevant and can be used to rejuvenate bonds with customers who have been passive for a while.
Establish Authority
Every business wants to be seen as an expert in its industry. Customers subscribe to emails because they want to hear from a business. They like the content that is sent to them and must be kept engaged. The content of the email becomes a valuable marketing tool and that can be used to establish a brand as an authority in its industry. The content should not only be about selling a product but should also be about brand awareness. It does not mean sending five daily emails to each customer as that would prohibit trust.
