Email marketing

Email marketing


Email marketing is quick, efficient, affordable
and accessible to every business, no matter how small your marketing budget. It’s also
an accepted method of communication for both consumers and business audiences. Whilst not everyone has an email address,
it’s likely that a very high proportion of your customers do. And for those with an email address, it’s
a very powerful medium. It’s estimated that 90% of us look at our emails multiple times
per day and 78% of us have purchased something as a direct result of an email. Here are some key reasons to make email marketing
part of your digital strategy. First it’s affordable. For small numbers of
emails, you can use your standard email programme. If you’re planning to email larger numbers,
use one of the many email mailing programmes available. Do a search online for email marketing
programme. Most of these programmes charge a monthly
fee based on the number of emails you send per month. Many offer a free trial and some
are free for activity below a certain level. An email marketing campaign costs on average
between £4 and £6 per 1000 mailings. That’s against the cost of a direct mailing by post
which costs between £400 and £600 per 1000 mailings. The second reason to consider email marketing
is that it’s quick. You can put an email campaign together very quickly. All of the email marketing
programmes I’ve mentioned provide design templates and guidance for every step of a campaign. Also response rates for email marketing are
much faster than for other types of campaign. Most people respond to emails within the first
3 days, whereas it’s 3 to 6 weeks for traditional direct mail. Email marketing is more efficient. You can
be very targeted, and this generates higher response rates – between 6 and 8% higher than
direct mail. This is because people are receiving information that they want and are interested
in. You can use email in many different ways and
at different stages of the decision-making process. It’s also one of the only ways you
can follow up with people who haven’t purchased. And it also allows for two-way communication
– you can get into conversation with customers, maybe asking for feedback. Finally, email campaigns are easy to monitor
and measure. You can refine the activity and constantly improve your return on investment. Look at the detail in this module and see
how you can use email marketing in your business.

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