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How beneficial is email marketing?

How beneficial is email marketing?

With the rapid rise of the internet in the last two decades, the use of emails has become an integral part of both our personal and professional lives.
Through emails, the means of carrying information to individuals has become easier and in a way connected the world in an instantaneous manner. Because of the rise of emails and its usefulness in transferring information, it has very quickly become a useful tool for those in the marketing industry, in the form of email marketing. Email marketing, in essence, is a type of direct marketing that allows businesses to send promotional messages to their desired demographic in a way that acquires customers and create enhanced brand awareness.

Email marketing has become extremely beneficial for all businesses no matter their specific industry, as they are able to express, share and enlighten those with information to a wide and varying range of individuals and businesses. When done right, email marketing has the potential to build up customer interest, enhance customer loyalty and stimulate the improvement of sales.

In order for businesses to reach these kinds of results with their email marketing campaign, they must consider:

- Making their email campaign as visually stimulating and engaging for their audience
- Enable the email to be adaptable to all devices including phones and laptops 
- Create content that draws your customers in and makes them want to click through

Another important aspect of email marketing that businesses should consider when dispatching emails is to ensure that they are personalised. Personalisation will tend to be the downfall of your marketing campaign, ultimately personalisation is the key to greater engagement and a higher open rate and click-through rate. Personalisation is necessary for each business should go the extra length of including subscriber names within subject lines and to ensure that what they are catering to the individual's interests and needs which then will increase the likelihood of opening the email.

Email marketing is a very cost-effective way for a business to connect with current and potential customers and is definitely a marketing channel that most businesses should consider when seeking strong customer relationships.

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comments ( 2 )
  • Léo
    12 Mar 2019

    It is true, emails are by far the preferred communication tool for brands. Nevertheless, I think that emailing may be dead in front of the number we receive.

  • Juliana
    12 Mar 2019

    I think that email marketing will always be a great way to send promotional messages to customers. It's interesting when you mention that emails should be personalised to make the customers feel inclusive and I believe that this personalisation also encourages customers to click through to the site. It's definitely a beneficial tool for all businesses and companies.