Today, we’re unpacking one of the most underutilised and underestimated tools in your digital marketing toolkit—email marketing.
The power of email is your ability to reach thousands of customers and potential customers directly, with personalised messaging, on a platform that is low to no cost.
Email is the underestimated yet effective workhorse of digital marketing.
Let’s jump in…
Return on Investment
"Adding email marketing to my digital strategy is going to be too expensive."
Email marketing gives you great ROI. According to a report by the Direct Marketing Association (DMA), email marketing generates an average ROI of 42:1, meaning for every dollar spent on email marketing, businesses could expect an average return of $42 in revenue. With the right tools, and effort to grow email databases, your campaigns can be executed for a very low cost.
VERSATILITY
"OK but email marketing is only useful for my quarterly promotional sales."
If you’re only using email marketing for flash sales or a quarterly newsletter – you are missing major opportunities. You should be using email marketing for welcome campaigns for new customers, cross sell and up sell, generating google reviews to boost your SEO, CSAT or Customer Satisfaction surveys, churn prevention and, my favourite…. lead nurture.
If you’re not doing anything with email other than single send flash sales, talk to me NOW.
Personalisation At Scale
"Emails are impersonal, posting on social media is more direct."
So you’re thinking why would anyone read an email when there’s a stream of social media posts to scroll through? Here’s the kicker: emails can be personalised with custom values like your customer’s name, their account number. You can make your database of 10,000 customers feel like each one has received a unique message from you. This level of personalisation is hard to find on other platforms and is part of email marketing’s unique power.
With the power of personalization, you can tailor your messages to align with your customer’s interests and behaviors, building better engagement rates, stronger connections and loyalty.
What could be better than personalisation?
Segmentation
"I have different buyer personas and different customers. So I don’t want to send them all the same offer."
That’s why there’s segmentation. Unlike mass media channels which take a one-size-fits-all approach, email marketing lets you segment recipients of your campaigns, or your “audience”. You can also personalise each email using custom values like the customer’s name, their account number, or other details.
For example, think about using email marketing for upsell opportunities. If your business offers small, medium and large packages, email marketing will allow you to target customers of your small package, and offer them a promotional upgrade to your medium package. Likewise, you upgrade your medium customers to a large package. And, you can use email marketing to “cross sell” customers of your large package to the other services you offer.
And the best part…… setting up and deploying the entire email marketing campaign doesn’t require paid advertising or boosting like social media does, and is no or low cost to you.
If you want to hear more about this – make sure you whatsapp me directly at 266 4847, or connect with me on instagram at carlie talks digital. Because guess what?
You can start immediately.
"My business is a startup, so I don’t have a website or customer database, all I have is a social media profile. Can I still start email marketing?"
Email marketing can start right now, even if all you have is a social media page.
Remember this - email marketing is your low cost digital marketing workhorse. You can start now, even if all you have is a social media profile, and you can reach your customers and potential customers in a personalised way with amazing ROI.
Make email marketing a cornerstone of your digital strategy, and you won’t just reach your audience—you’ll connect with them.
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