10 benefits of email marketing

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Email marketing is utilised by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of advertising may not immediately understand why it is so popular amongst companies in a variety of industries – but here are ten reasons why email marketing is seen by many as vital marketing tool.

10. Low-cost

One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.

9. Target fans of your brand

Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilising the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.

8. Segmentation

Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria.
If a franchise only has an offer on in certain areas of the country, it can easily arranged for emails to be sent only to those living in certain areas. If there is a sale on sports goods, it can be arranged for only those who have shown an interest in sports to receive an email.
Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.

7. Calls to action

Email marketing is great for taking advantage of impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.

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