The way we interact with others has changed significantly in the past few years. We are increasingly choosing to communicate with one another online, mainly through electronic messaging platforms like email and SMS. According to HubSpot Blogs research, 55% of consumers have emailed a business other than theirs rather than calling or texting; and 73% of those consumers want to receive regular emails from brands.
As email marketing becomes more popular, it’s important for marketers to understand how to use it effectively for branding purposes. Here are a few reasons why.
It Brings Exposure To The Brand
If your product is featured in an email, it means that potential customers have been exposed to your brand. Depending on the type of content in the email, this could mean that they’re either familiar with or interested in your product. In either case, having the email in your arsenal is a good start.
It Helps With SEO
Since search engines like Google and Bing prefer websites containing and building upon original content rather than just links to other sites, having an email marketing campaign is a great SEO opportunity. If you want to appear in search results, your best chance of doing so is by engaging with your audience with fresh, unique content.
The issue is that SEO is difficult to do, and there are a lot of steps involved. If you want to stay ahead of the curve, you need to have a strategy in place that will help you accomplish this – and email marketing is a great place to start.
It Connects With Potential Customers Better
When someone sends you an email, they’re already inclined to interact with you online. This means that they’re already considering you to be a potential customer, even if they haven’t made a purchase just yet. This is in contrast to cold emails, which are generally one-way communications that don’t develop into much else.
It Has A Longer Half-life
With email marketing, your content is generally preserved for a long time. This is mainly because emails are stored in a recipient’s inbox until they delete them or mark them as unimportant. In some cases, these emails can remain there for years.
As you may imagine, this means that you have the opportunity to communicate with your audience for a significant amount of time. Once you have established an email marketing campaign, you can continue to send periodic reminders about your brand and offer customers value.
It Allows You To Test Different Ideas
One of the great things about email marketing is that it’s generally a fairly easy channel to test new ideas and see how they perform. You don’t need to worry about whether or not someone will show up at your door, or how someone is going to find your product online. Simply send an email to your list and see how many people click-through to your site or call your phone service.
The great thing about this is that you can test different strategies quickly and easily. If you notice that a certain email marketing campaign is performing well but you want to see how other types of content perform, you can switch gears and try something new. Remember: you’re not locked into one strategy, and you can always go back and re-evaluate your performance at any time.
It Provides Insights Into How To Improve Productivity
One of the areas of productivity that businesses struggle with is email marketing. You put in the time and energy to create an email list, and then you need to spend time finding ways to grow it. Fortunately, there are a few tricks that can help you do this more effectively.
For instance, you can use automation to a certain extent, but it’s highly recommended that you personalize your emails as much as possible. This will make a difference in your overall success, especially if you happen to use a tool that scores emails based on the language and content used. Using this tool will allow you to identify which emails perform best and then re-investigate the subject line and content of these emails in order to continually improve your results.
Some businesses choose to leverage automated email campaigns that send out hundreds or thousands of emails a day. While this may be convenient for a business that’s just starting out, it can also be quite the chore to manage. If you’ve got a larger list, you may also want to consider hiring an email marketing manager to help you run your list and perform routine tasks like delivering emails on time and following up with leads.
At the end of the day, email marketing is a great channel for branding because it provides you with the opportunity to connect with existing customers and potential new customers. Even better, you get the chance to engage with them online and make them feel valued as a customer. With so much competition, it’s essential that you stand out of the crowd and give individuals a reason to keep coming back for more. By using email marketing, you can start to build a brand for your business that will eventually attract new and returning customers.