Email marketing: part 2 of 3
Email marketing vs other marketing methods
Low cost, low commitment
Although Email Marketing relies on consistency, its instant reports and data capture give you the ability to dip your toe into the waters and experiment with your campaign much more easily than other advertising methods. This means that your Email Marketing could be one of your lowest-investment forms of advertising, giving you the chance to perfect and hone in on the most effective messages for your audience without breaking the bank to find them.
The low commitment of Email Marketing means that you can experiment with your approach much more freely than you can with other advertising methods. Be it with design, tone or content, you can change it up until you find an approach that works for you and your audience, which will result in the highest ROI you can achieve. Some email marketing providers even allow for A/B Testing on the same campaign, meaning you can match your two highest-performing approaches against each other.
Personalisation to the customer
Unlike almost any other marketing communication method available to you, email marketing gives you the chance to personalise your message and target your customers directly to almost any degree. Depending on your data capture method, there is nearly no limit to the type of data you can use to segment your audience, or personalise your communications.
There is almost a 50/50 divide on how audiences react to personalisation though, so you may need to experiment with this to see how well it works for you, if it works at all. Largely, the divide depends on how your audience was built – if you’ve bought your contact list from a third party, any personalisation will likely result in either deletion without opening, or reporting as spam – neither of which you want. It’s a lot like personalised messaging through the post – either you recognise the sender, and open it, or you don’t, and don’t.
It is largely safe to use broader, less personal personalisation, however. Using information such as what a customer may be interested in, or what gender they are, to segment and direct relevant advertising to them can yield good results without overstepping bounds that your customers might react poorly to.
Impulse Buyers, Millenials & Generation Z
If your audience have a tendency to impulse buy, Email marketing is essential for your brand; no other form of marketing is as tailored to impulsive purchases. Regularly sporting a huge call-to-action to drive traffic to your site, emails offer the ability to deliver a shot of highly-focused marketing directly to an individual customer, along with an easy link to your product.
Particularly effective when combined with a time-sensitive element such as a sale, driving traffic directly to your products with your advertising still in mind is a big part of what makes Email marketing so useful.
To illustrate the power of the focused, easy-to-indulge nature of Email marketing combined with the time-sensitive nature of sales, Litmus reported that, in 2015, “Email marketing was the biggest marketing channel on Black Friday, driving 25.1% of all transactions, according to Custora.”
Ultimately, Email marketing and other digital channels are the way forward; unlike traditional channels, digital marketing offers the ability to evolve your methods as technology advances. They also utilise the internet, which means you can get your message out to a global audience for a fraction of the price of getting traditional marketing out to a local one.
However, it may be important to maintain balance between the two. If your brand is already established, you could see a drop in interaction if you drop your traditional channels in favour of digital ones, and there is some evidence that traditional marketing forms a deeper connection with the individual than online channels, as a study from Bangor University (in conjunction with Millward Brown, 2009) shows. They found that “physical material” (i.e Traditional, paper marketing) is more “real” to our brains – meaning that it gets involved with emotional processing and sticks in the brains of customers more deeply than emails or social marketing, in some cases.
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