How to Make Email Marketing Work for You in 2018

In the world of digital marketing, email remains one of the most effective methods of communicating with customers. Whether you’re using email marketing software like MailChimp or HubSpot to send out automated messages or are creating custom email campaigns regularly, there are dozens of opportunities to put this vital tool to use.

The Importance of Email In Your Marketing Plan

Whether you’re a seasoned marketer or a digital marketer in the making, you know the importance of email in your marketing strategy. Email marketing allows you to target potential customers with relevant messages at the right time – whether they’re interested in what you have to offer or not. The following is an overview of how and why you should be using email in your marketing plan in 2018.

The Rise of Digital Marketing

In the not-so-distant past, consumers would rely on printed flyers, newspaper ads, and radio spots to learn about and purchase products and services. Thanks to the rise of digital marketing, consumers now get to engage with businesses from the comfort of their computers. The ability to target the right audience and engage with them online (e. g. via email, social media, and paid ads) has created a world of opportunity where businesses can outsmart their competitors by understanding their customers’ needs and wants.

The Growth of Email Marketing

If you’re reading this article, it’s safe to assume that you’re either already using email marketing or are planning on implementing a strategy in the near future.

The truth is that email marketing is one of the most effective and low-cost tools you can use to grow and scale your business. Studies have shown that email marketing can generate a 7-figure monthly revenue for eCommerce businesses and even smaller ones like yours can generate hundreds of dollars in revenue with just a few email campaigns each week.

Why Use Email For Marketing?

The following will discuss eight major benefits of using email for marketing:

1. Personalized.

The key to successful email marketing is in the fact that you’re creating individual messages for each person on your email list. This allows you to appeal to each consumer based on their interests, existing business relationships, and other factors which you know about them. When a consumer receives a personalized email from you, they’ll feel that you’ve taken the time to consider their needs and wants. This, in turn, can help you develop stronger personal connections with your customers and make them more receptive to your offers.

2. Multi-Channel.

With the rise of digital marketing, consumers have become more accustomed to accessing information and engaging with businesses and other organizations online. Thanks to this trend, you can now reach more people than ever via email marketing, social media, and text messaging.

The opportunities available to you through multi-channel marketing are endless. You can use email to send out digital flyers, invite people to join your mailing list, and even ask customers for suggestions on new products and features. Thanks to the power of automation and the prevalence of cloud-based email marketing platforms, you can easily send mass emails to your customers without having to physically check each message – which means you can spend more time doing what you do best.

3. Targeted.

When you send out an email to a large group of people, you’re generally limiting your reach to people who’ve expressed some interest in your product or service. Email marketing allows you to target your audience based on gender, age, device, language, and many other factors. Because you know exactly who you’re appealing to, you can craft effective messaging that will draw in the right audience and encourage them to take action. Remember: if you want to succeed as a marketer, you need to find a way to stand out amongst the competition.

4. Cost-effective.

One of the most significant advantages of email marketing is its cost-effectiveness. Depending on how you set up your campaigns, you can reach a wide audience for less than $50 each month. The ability to drive revenue with efficiency is essential if you want to grow your business without having to break the bank.

5. Authentic.

When someone decides to open an email from you, they’re expecting to read an “authentic” email from the company they know and trust. This means that you need to ensure that you’re consistently displaying honest and helpful communications from your end – including things like accurate subject lines, clear and interesting content, and swift and effective replies to customer inquiries. To put it simply: be genuine. Your customers will know when you’re trying to fake it, and they’ll soon learn to distrust you.

6. Reliable.

Even though email is an effective way to market your business, it’s not a perfect tool. Sometimes, consumers will mistype or enter wrong email addresses. Your business’ email servers may go down for extended periods of time due to a massive influx of email, leading to hours or even days of downtime. The list of email providers that offer business-class levels of service is growing, but it still comes with the major disadvantage of being a “free” service. Although these disadvantages are relatively minor, they’re still there – which is why you need to consider the reliability of your email platform before putting too much investment into it.

7. Scalable.

One of the most significant advantages of email marketing is its scalability. Like the name implies, you can easily scale up your email marketing campaigns to include more people and to send out more communications. Depending on how your business set up its Internet service provider (ISP), you can often increase your email deliverability by creating a catchment area for your emails – meaning you can direct your email marketing to a specific region or country and have more people actually see and respond to your communications.

8. Fun.

Last but not least, let’s not forget about the fun factor. If you’re bored of sending out weekly emails about your product or service, you can always consult with your marketing colleagues at any time to come up with some fun ideas for email campaigns. Sometimes, all you need is a fresh pair of eyes to come up with the concept and then you can sit back and let the fun begin.

The fact is that fun marketing strategies can be as effective as those crafted with serious intent. The key to a successful marketing strategy in 2018 is to find a way to combine the best of both worlds – rigorous planning and attention to detail with a dash of creativity inspired by your desire to have some fun.

Thanks for reading! We hope this article has helped you realize the importance of email marketing in your business. If you have any questions or thoughts, please feel free to reach out to us via email at hello@prism.co or find us on social media (@prism_co). We would love to hear from you.

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