You might be wondering why you need an email marketing department. Chances are, you’ve got at least one employee who is engaged with customers via email, so why not have someone dedicated to just this activity? In today’s digital world, email still serves as one of the most effective tools for customer engagement. If you are looking to beef up your existing marketing department, or if you are looking to establish a new one, then you might be wondering why you need an email marketing department.
The Vitality Of Email For Modern Marketing
It’s 2020, and for the first time since the Great Depression, nobody is buying books, music, or movies. However, since the beginning of this year, people have been doing more than just shopping online – they’ve been scrolling through their email inboxes.
In the past, radio and TV were the primary ways to reach an audience. Now that audiences have shifted to social media and online reviews, marketers must find a new way to grab attention.
One of the best ways to do this is through email marketing. In fact, HubSpot found that only 12% of their customers never opened an email, while 87% of the group read every email they receive. The numbers show that people are still inclined to open an email, even if they are receiving a ton of them. With all the distractions and information vying for their attention, people are more likely to land on your email than on any other part of your site.
This is why most big-name brands have an email marketing department – it’s the most effective place to reach your customers. If you don’t have one yet, it’s time to create one.
It Grows With Your Business
The email marketing department isn’t just limited to attracting new customers – it can also be used to retain existing ones. For instance, you can send out an email with a special offer or a discount code for the customer, or you can just gently remind the customer that you’re still in touch and that there’s still hope for them to make a deal.
If you sell cars, you might send them an email with a special offer, discount code, or just a simple ‘thank you’ for being a customer. The key is to keep the emails relevant, and you can adapt them to suit your business goals wherever you decide to use them.
Email is a great way to gain new customers, but maintaining a good relationship with your existing ones is just as important. Sending out an email once a month or once every two weeks can help you keep in touch without seeming too aggressive, and it can also help you discover what works and what doesn’t with your marketing efforts.
The Variety Of Messages That Work
You might be wondering what type of messages will appeal to your customers. Depending on your product or service, you can select from a variety of approaches, but at the very least, you need to test different messages to find out which works best. For example, if you’re trying to attract female customers, you might want to avoid using terms like ‘lads’ or ‘guys,’ and instead choose words like ‘partners’ or’sweethearts.’
Similarly, if you’re trying to sell a product that is associated with a certain lifestyle, you might want to avoid using words like ‘unsuccessful’ or ‘lame,’ and choose phrases like ‘having a good time’ or ‘living the high life.’
Whether you’re selling luxury watches or diet supplements, you’ll want to determine the tone of your emails so that it fits both your existing and potential customers. Your email marketing manager can help with this process, and they can provide you with tips on what to avoid and what to focus on.
Efficient Means Of Market Research
If you want to run an efficient and profitable business, you need to have all the available information you can get your hands on. One of the ways you can do this is through market research. Market research is the process of gathering information about your target audience, analyzing it, and then acting or adapting accordingly.
To get started with your market research, you’ll need to determine what you’ll need to research. For example, if you’re an auto manufacturer and want to choose the best spots to put your showrooms across the country, you’ll need to research the demographics of the area, the average car purchase frequency, and more.
Once you have this information, you can design your studies to give you the most accurate results. For instance, if you’re trying to attract women to your business, you might want to look at all the online dating sites and blogs that cover fashion and lifestyle to see what’s working and what’s not, or you could conduct a Google search to see what people are saying about your product or service.
Getting the most out of your market research doesn’t end with just the raw data. You can also use the information to craft compelling marketing messages that will compel your audience to take action.
Improved Customer Engagement
Engaging with your customers is one of the most essential parts of marketing. This is especially important today when customers can avoid you like the plague if you don’t engage with them. One of the primary reasons people avoid engaging with businesses online is because they feel like the company doesn’t care or understand what they’re saying.
If someone searches for a brand or product and doesn’t find what they’re looking for, they’ll often hit the back button and find another brand or product, likely one that they are more interested in.
You can take advantage of this by becoming more involved in the decision-making process. If you want to sell a luxury watch, but your customer thinks you’re just a regular watch company, you’ll have a hard time convincing them to buy this expensive jewel.
However, if you can show them you’re engaging with them and that you care about their opinion, they’ll be much more inclined to buy from you rather than your competitor – even if your competitor has a much sweeter deal.
It’s always a good idea to look for ways to save money, and one of the best ways to save money without hurting your bottom line too much is through email marketing. According to the American Association of Advertising Agencies (4A’s), email marketing is one of the most cost-effective forms of marketing. This is because you can target your audience and send your message to those who are most likely to be interested, rather than focusing on the entire population and possibly wasting money.
This is why most big brands have an email marketing department – they know that this is one of the best ways to reach their customers and potential customers and maintain a good relationship with them, all while still maintaining a healthy and profitable business.
A New Way To Measure Marketing Success
If you’re looking to measure the effectiveness of your marketing efforts, it’s important to look at more than just the results of a single campaign. You also want to measure the overall impact of your marketing department, which is why you need to have a clear idea of what this is and how to go about doing it.
To start, you can use online tools to keep track of the results of individual campaigns. For example, you might want to use Google Analytics to track the performance of your website before and after launching a new marketing campaign, or you could measure the success of a social media campaign using Hootsuite or Brand24.
You can also use existing tools to track the performance of your entire marketing department, from social media to digital ads and email marketing. For example, you might want to use HubSpot to track the performance of your website, or you could examine the performance of your email marketing campaigns using Mailchimp.
These platforms and tools will give you a clear idea of how each department member is performing, as well as the impact of your overall marketing strategy. You can then use this information to make sure your efforts are as effective as possible.
The Bottom Line
If you’re looking for ways to improve your marketing strategy, you might want to consider establishing an email marketing department. With so much information already available online, it’s easy to reach your target audience and make them part of your marketing team. This way, you’ll have a steady flow of new customers who are already interested in what you have to offer. Plus, you can use the data you collect to find the most effective way to market your product or service, and create compelling messages to push your business forward.