Advantages of Email Marketing

Cost Effective Tool: Email marketing is one of the fastest and cheapest ways to reach potential customers to market products or services. With one marketing advertisement, businesses can reach thousands of customers in a matter of minutes. Increased Sales: Like every marketing strategy, increased sales are the ultimate goal of email marketing. This strategy has proven to be effective in increasing sales. The 2009 Forbes Media Ad Effectiveness Survey reported that email marketing, along with e-newsletter marketing, were the second most effective marketing tools for generating conversions, such as turning customer wish lists into completed sales, for example. In addition, the 2009 Direct Marketing Association report reflected that businesses generated more than $40 for every $1 spent on email marketing. Companies not only see an increase in online sales, but in store location sales as well! Increased Web Traffic and Interactivity: Using email marketing engages readers with your products, website and social media. The emails provide the customer with an opportunity to click through the email to your site and explore all your offerings. Email recipients can quickly spread your campaign to new clients when they share the email with friends— a tactic known as “viral marketing”.

Email Marketing Testing and Tracking

Instant and Trackable Results: Emails can be planned and created in a short amount of time. It is a great way to converse with customers about products or services they need now rather than later. If you want them to act on a specific detail, the email speaks to them quickly about what you want them to do. A large amount of very useful data can be tracked by the email marketer, such as how many recipients open the email, how many click on links in the email, and how many click a link but immediately leave the destination page. This information can be used to refine your campaigns so you know what worked and what didn’t work for future mailings. Personalization and Campaign Testing: Different emails can be created for different target audiences in a process called email segmentation. One email message can be sent to your vendors while another can be created for your customers. This allows you to use your advertising dollars more effectively. For example, if your female customers are more likely to buy in November than any other time of the year, you can target them specifically in November. Segmented emails also allow testing on which messages are most effective with a specific target audience.

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