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Key benefits of email marketing for businesses

24th August 2015 Print

Nowadays, with many companies putting so much emphasis on social networking, it’s easy for us to overlook the sheer importance of email, with many people now considering email as an afterthought. Since it has been around for so long, created while the internet was still in its infancy, email can often be taken for granted, and fully appreciated for how heavily we rely upon it. The simple communication aspect of email is vital, but so too is email marketing for businesses of all sizes and varieties. Here’s a look at three key benefits of email marketing and how they can help your business to grow. 

Cost effectiveness

One of the main benefits of email marketing is the fact that it is incredibly cost effective, which in today’s turbulent economic climate, is more important than ever before. In the US for example, studies found that, according to the highly respected, DMA (Direct Marketing Association) email marketing is able to bring in close to $40 of profit, for every $1 which was spent. Such a return is not to be ignored, and demonstrates the potential for email to positively impact both your customer outreach and retention strategies.

The ROI (Return on Investment), then, is very high, but the initial outlay can also be relatively low and therefore offer even more financial incentive to practice email marketing. Providers such as are now providing free email services so the cost of people being able to access email services is becoming easier and easier.

Increased brand awareness

In the business world, brand awareness is incredibly important yet it too is often overlooked for slightly more trivial features. Brand awareness is beneficial for so many different reasons, but particularly because it sets you apart from the competition in the eyes of the consumer. In other words, it can give you the edge by encouraging people to not only remember your brand, but discuss it with others as well. Don’t think brand awareness is important? Just think of a popular fast food outlet with a giant yellow letter as their company logo. That large yellow letter has increased that company’s brand awareness a huge amount, so much so in fact, that you all know the company in question without the name even being mentioned once. Each email that sent will help you to build your brand and increase awareness of your business, which will help to significantly boost sales. 

Highly targeted

If your company already has a database of customers with information about each person such as location, gender and their interests, you have a list you can segment and send highly targeted emails to. For example, say you’re a clothing company looking to expand your business in Europe, you can then setup an email marketing campaign just targeting the people in Europe with a special offer from them such as a discount or free delivery.

Another way you could segment your list is if you sell both men’s and woman’s clothing. You don’t want to be emailing men about your latest women’s clothing offers. If you did they would probably end up unsubscribing from your emails.

Email marketing is not a new concept, but it has been hugely popular for a number of years now, which shows that it really works. Why change something that isn’t broken? The figures and data don’t lie; email marketing is highly effective, has been for many years now, and that does not look set to change anytime soon.

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