Despite there being many popular and powerful communication channels, businesses and brands are still making use of email marketing tools. This is due to email enabling businesses to build brand awareness and reinforce key messages. Email marketing is a highly successful form of marketing in the UK - according to Campaign Monitor, email click-through rates increased in the UK last year from 0.9% to 2.4%, meaning consumers were engaging with content that they felt was relevant to them. Here are some of the benefits of email marketing.
Email marketing is a permission-based tool. Meaning businesses can send content to customers that show an active interest in them without being intrusive.
Businesses can update their customers with news, upcoming events or special offers, respond to specific customer needs and remain at the forefront of their customer's minds.
In comparison to many communication channels, emails can be created quickly, and shared with a wide range of customer groups at the same time.
This can not only save on cost and time, but also helps businesses limit unnecessary paper consumption at the same time.
By providing links within emails, you allow your customers to interact directly with other content you produce, such as your website, blog and more. Since opening a link is a small and easy action, it reduces the customer’s access barrier to your business and brand.
Customers are more likely to make use of an offer when it is adapted to their needs. Using email lists enables businesses to customise content directly for the customer. Making it easier for them to meet the customer's needs.
Email marketing offers a great opportunity to measure your customers' buying behaviour. Click-through rates, open rates and bounce rates can be tracked efficiently. You can therefore easily investigate how successful certain pieces of content, events or offers have been.
We hope that this list of email marketing benefits offers an insight into why email is a cost-effective communication channel for businesses. Looking to improve your existing email marketing? Read our other article on email marketing here.