Balancing On The Pros And Cons Of Email Marketing
Generally an email may cost less than a few cents to send, it translate into marginally minimal in comparison to conventional mails. Depending on the nature and system of the respective industry, email marketing can easily yield high response rates anything between 5 to 35 percent. That figure in the marketing jargon, is impressive.
Clients can provide very essential data upon signing up onto the mailing list. The information can give a more detail demographics of the client population including age, gender, specific interests and income that can easily translate into better targeted products and services to suit their needs.
Let’s look at how email marketing can put you at an advantage edge:
1. Attract interested parties. This allow you to have access to potentials clients who expressed they are attracted to your products or services by registering to your email subscription.
2. Cheap. Email marketing costs almost next to nothing to start up and maintain relative to the more traditional marketing strategies.
3. Efficient and swift. Traditional marketing strategies including direct mailing are time consuming to initiate and implement. Furthermore, results may take up to months to show. On the other hand, opt-in email marketing allows swift launching of promotion campaign while seeing real time results. This advantage will keep you up to date with the effectiveness of the promotion campaign even during the initial phase.
4. Great response. Statistics have shown the opt-in email marketing has a higher conversion rate than conventional both offline and online marketing strategies.
Email marketing basically brings information to your prospective clients at regular intervals. It requires no extra work from your recipients. The key is gaining trust from the recipients by providing relevant information about the services or products they were interested in the first place. With time, they will remember you as their option when the opportunity arises to purchase your services or products.
You can choose to provide useful tips to your potential clients through a downloadable ebook. The clients who visited your website may be guided to a landing page or a squeeze page where they fill in essential information like name and email address. Within minutes, they will be able to download the ebook you would like them to have.
5. Email marketing allows automation. There are auto-responding programs available that provides the service of sending intended reports and information through emails to your recipients automatically on a pre-set intervals.
These programs send out emails detailing your services or products instinctively whenever receiving email requests from potential clients. This inevitably means every single opt-in request will be taken care of around the clock, regardless geographical locations. It is a safety net from missing email addresses and the subscribers are being followed up promptly.
Like everything else, there is another side of the coin to email marketing.
1. People nowadays often get inundated with emails and subsequently filter out only those personal messages from family, friends and colleagues. All else often are branded as spam. Email service providers as a service to email account holders have anti-spam filters that eliminate those deemed as spam emails. Hence, it is not surprising to find your emails being classified as such and not reach recipients as intended.
2. Keep the emails concise. Time is often too short with busy lifestyle nowadays. Therefore, keeping the emails short and sweet with just the right amount of information needed to convey clearly is of great importance. Intricate promotions and extensive facts or lectures are contraindicated here.
3. Emails limit originality. Remember the content of the email being the most crucial key ingredient in the marketing strategy, being imaginative just does not fit into the theme. Precise and concise is the way to go.
The awareness of the potential of email marketing unfortunately is still at infancy. A lot of small businesses simply do not have faith in emails as a tool or medium to broadcast their services or products at very low cost. Those do believe, are currently providing more effective and efficient customer service and bonding with their clients.
It is child’s act. The email is providing the perfect low cost communication channel to reach out to potential and existing clients. Anything can be promoted, including websites, services, products, up to date information or tips and ideas to benefit the recipients.
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