Growing your business is largely dependent on the loyalty of your customer base and its trust in your brand.
So creating a targeted message that speaks to the unique needs of each customer is key. You’ll also want to deliver your message using a channel that your customers think is professional. Email marketing allows you to achieve these goals and more.
It’s easy to understand how email marketing can grow your business when you consider the reach of email. It’s estimated that there will be 4.2 billion email users in the next three years. Couple this with the fact that 95% of email users check their email every day.
Social media platforms do not have the same reach, despite a large number of followers. Facebook has more than 2.2 billion monthly users. Yet, in recent years, the platform has changed the algorithm for organic reach. As a result, it’s now possible that only 2% of your brand’s social posts reach your brand’s followers.
Segmentation enables personalization.
The way to your customer’s heart is to provide the right message at the right time.
You might send an email with a link to a white paper or another free resource when reaching customers unfamiliar with your brand. What about a customer who is further down the sales funnel? Consider sending a promotional coupon to help you close the sale.
No matter where your potential customers are in the sales cycle, research consistently shows that email converts at a higher rate than other forms of digital advertising.
ROI for email is 4 times greater than for social media and paid search.
Whether you’re running a global company or a small local business, email marketing can help you reach your goals.
How measuring your email marketing efforts can help grow your business
Get a comprehensive understanding of the health of your subscriber lists by looking at engagement, inactivity, and unsubscribe numbers. Dig deeper to look at customer engagement by the email client, geographic location, and type of device. This analysis should be available in any email service provider you use, and is included as part of the Insights tool within Campaign Monitor.
Taking this to the next step is to customize messaging based on an individual’s interaction with your previous emails. Did the recipient open the message but fail to click the call-to-action button? This particular behavior determines the next message your subscriber will receive, and this personalization increases the likelihood of conversion. You can set this up using automation, and watch as people enter specific journeys with your brand.
Does it really matter?
The sooner you understand how email marketing can grow your business, the greater your motivation to cultivate a healthy subscriber list. Commit to building your list and implementing an email marketing strategy, and start taking advantage of one of the most powerful digital marketing tools available to grow your business.
Now that you understand the potential for an email marketing strategy to grow your business, it’s time to read Your Guide to Cultivating Loyal Readers with Your Email Newsletter, which explains how to grow your business with email marketing by developing a loyal following.