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Ask any ‘web marketing guru’ what the most important tool available to businesses is and they will almost always rank email marketing as one of the top strategies a local business can use to increase profits.
Why Email Marketing
Well, for starters, email marketing has an incredibly high ROI. That’s because it costs barely anything to collect emails or to write emails when compared to other forms of marketing while offering fantastic returns.
What’s more, email marketing is highly targeted meaning that the audience you’re reaching is going to be very engaged and much more likely to buy from you. Email marketing allows you to reach your audience whenever you want and directly in their inbox. It’s highly personal and direct and as a result it tends to facilitate the sale of those ‘big ticket’ items much more effectively.
Still not convinced? Then consider the following statistics:
Email marketing has a ROI of 4,300%
91% of potential customers check their email daily
When surveyed, most companies rank email marketing as more profitable than any other form of web marketing – including direct marketing, social media or PPC
1/3rd of consumers will open emails based on the headline alone
66% of consumers over the age of 15 have bought at least one item as the direct result of an email campaign
What Makes Great Email Marketing?
Convert Your Audience
All of that should demonstrate the potential power and effectiveness of email marketing. But to reap these benefits, you need to ensure you are approaching your marketing from the right angle and that means understanding the process.
The most important part of email marketing campaign is the quality of the list. It’s not enough to simply send out emails to any and all email addresses you can find – instead you need to focus on capturing the emails of people who perfectly match your target demographic. These are people who are interested in what you have to sell, who have the available funds and who read emails. Most importantly, these are people who you have already built a relationship with and who are receptive to your message.
Also crucial is the quality of the emails themselves. You need to ensure that your messages are getting opened rather than ending up in the trash, and you need to ensure that those messages are delivering value so that your future emails get opened to. Most of all, you need effective calls to action when it matters so that you can convert your audience into paying customers.