Why You Should Incorporate Email Marketing Into Your Marketing Mix

Pam Sullivan

Pam Sullivan About The Author

Sep 23, 2020 10:30:00 AM

Why You Should Incorporate Email Marketing

In order to get the word out to your target audience and reach as many of them as possible, you need to utilize multiple forms of marketing and communication. Not only do you want to reach a wider range of potential targets, but many consumers also need multiple touches, or connections with your brand before they decide to make a purchase. By incorporating email into your marketing strategy, you can create a comprehensive approach that will improve your ability to meet your marketing goals. 

What is Email Marketing?

Email marketing is a form of direct marketing that uses email to promote your business’s products or services. You may use emails to share information about your latest products and promotions, keep consumers informed about what you're doing in your business, or offer more details to customers who have reached a specific point in the buyer's journey. 

Many businesses see immense success from email marketing. On average, email marketing receives a $44 ROI for every $1 spent. Eighty percent of marketers feel email is one of the best tools for acquiring new customers. 

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The Benefits of Email Marketing

Email marketing offers a number of benefits to your business, especially when used as part of a larger marketing campaign. Here are 10 of the most effective ways email marketing contributes to your overall strategy. 

1. Retarget past customers.

Many of the customers on your email list are customers who have already made a purchase from your business. Retargeting can let those customers know what else you have to offer, provide them with more information about new additions to your store, or encourage them to update specific information. Ideally, you should include a maximum of 3 to 5 products in those retargeting emails: just enough to catch customers' attention and give them a better idea of what you have to offer.  

2. You can create personalized content.

Today's consumers want to see more personalized content, and they're more likely to respond to it. Through your emails, you can create highly personalized, targeted content that relates directly to your users. 

3. Email marketing allows you to increase and generate leads.

Email marketing remains one of the most effective lead generation strategies. Working with a media partner can help you grow your email list to generate even more leads since you can get access to your media partner's contacts as well as your own. 

4. Generate more website traffic. 

Emails can help generate more website traffic by providing information that will encourage your audience to click through and visit the website. You can also generate traffic to specific pages or content through your emails.

5. Emails help grow brand awareness.

Not only do they spread the word about your brand, but they can also help connect consumers to your business and provide more information about what sets you apart from your competitors. 

6. Emails help build credibility and trust.

Email can also play a pivotal role in building credibility and trust with your consumers by teaching them about your brand. For example, collaborating with a media partner to send out an e-blast about a new product is an effective way to heighten brand awareness and gain new leads. Not only do you get access to their email list, but you also align yourself with their brand, gaining their customers’ trust in the process.

7. Email is a highly cost-effective marketing tool.

Because it has a high success rate, email marketing can generate significant ROI for a lower cost than many other types of marketing. 

8. Email makes it easy to reach the right people at the right time.

Through email, you can connect with people when they need to hear from you. Many people are always connected to their email through their devices. Not only that, email makes it easier to send out timely, relevant information to your consumers, whether that's a cart abandonment email or an exciting announcement. 

Incorporating Email Marketing

There are several ways to incorporate email marketing into your existing mix. Start by considering what you want to share with consumers such as new product launches, special promotions, and information about the latest events or changes in your business.

By incorporating email marketing as part of your campaign, you can see immense results. Working with a media partner can help grow your overall email marketing results and improve your reach. You will also gain their expertise in creating an email strategy your target audience will benefit from most. Not only will this help you generate more leads and convert more customers, it will significantly improve your overall business results.    

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