4 advantages of an email marketing platform

There are many email service platforms that have the right tools to help you reach your customers and reach your goals. In this post, we’ll share four advantages an email marketing platform could offer to your business.

1. Easy to measure

One of the key advantages of using email marketing is the ability to measure the email’s performance. Most email marketing platform or software will allow you to track your results and performance. You will be able to track the open, click-through, bounce and conversion rates which is a useful information to compare emails’ performance and see where you’re going wrong. This allows you to spot the mistake and make changes to improve future marketing emails quickly, whereas broadcast and print advertisings requires more effort and time to alter.

When measuring the performance of marketing email, it is also important to calculate revenue per email to distinguish KPIs between marketing campaigns. Tracking KPIs for digital marketing is easy to determine how much money has spent on a campaign, but you should also track revenue per email to measure the effectiveness of email marketing.

2. Create personalised content

Unlike print and broadcast advertisements, email marketing allows your business to customise your campaigns and create targeted content to the customer list. And how is personalised content better than mass communication? Personalised content in email marketing delivers the message and information in which the recipient is likely to be interested. Targeted content can address each recipient’s unique needs and is relevant to them, therefore, you will have more of a chance of getting their attention, creating leads, and ultimately, increasing sales.

According to HubSpot, even something as simple as personalised call to action in marketing emails generates a 202% conversion rate better than generic calls to action. This shows that the extra touch to make personalised email does not only take little time to prepare, but also have a significant impact on results.

In addition, Monetate’s blog reports that personalised email content can generate the transaction rate up to 6x higher than generic emails. It suggests that users are more likely to respond to brands that put effort to connect them with what they need and want, therefore, email marketing is the right tool that your business can use to effectively connect with customers, increases the response rate and motivates customers to purchase.

 3. Generate traffic to your site

With email marketing campaigns, you will send traffic to your website. The more people you have on your customer list, the easier it is to be able to drive traffic to your website and enhance subscriber engagement rate. Personalised marketing emails regarding your business’s special offers, discounts, and product updates content will grab customers’ attention and send them to your business website, increasing site traffic and improve SEO ranking.

When creating an email that links to the website content, a call-to-action button or hyperlink text is an important element in which it could help readers click through to your site. It is also essential to keep landing pages in sync with the email campaign to convey more information about the offer mentioned in the email, keep readers engaged and reduce the bounce rate.

 4. Drive conversions

A survey conducted by Monetate has shown that 4.24 percent of visitors from email marketing would purchase something compared to 2.49 percent of visitors from search engines and 0.59 percent from social media. So, when it comes to conversions, there isn’t a more powerful channel than marketing email. And according to Neil Patel, email marketing has a ROI of $38 for every dollar spent, so it deserves a place in your business’s marketing strategy.

There aren’t many other marketing channels that allow customers to go from seeing the offer to purchasing the product within a few clicks of button. Email marketing can deliver information effectively and has a tempting call-to-action prompts and takes customers straight to the checkout, which is a great tool to motivate impulse buying and drive conversions.

If you haven’t started using email marketing, this is the right time for you to start! Email marketing does not only help your business deliver highly personalised and relevant messages, but also help your business continually monetise your products to wider audience as the customer list grows. It is clear from these statistics that email marketing is a cost-effective channel that outperforms other marketing channels when it comes to ROI and drive customer conversions.