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What is Email Marketing and How Can You Use It to Advance Your Business?

Written by Samantha Ortiz, Social Media Intern

What is Email Marketing?

In the simplest of words, email marketing is the use of email to promote your business. With the rise of social media, many have referred to this direct form of marketing as “outdated”. However, marketers are well aware that comments like this are far from accurate. Email marketing allows businesses to build relationships with potential customers, keep current customers up-to-date with company news, offer promotions to boost customer loyalty, and more. Additionally, it’s cost-effective in comparison to other marketing strategies.

Engage with Your Customers

Current and prospective customers who opt into receiving emails from you want to stay informed about your brand. You should not be shy about contacting these people. Email marketing is one of the best ways to engage this audience and make them feel like they have an inside scoop on the latest that is happening in your business. Most people check their email updates first thing in the morning; what if your business was the first thing on their mind before even getting out of bed? This is an opportunity to promote your latest product launch, your next event, and all things related to your business. But most importantly, this is your chance to build customer trust and loyalty. 

Effective Email Marketing

Email marketing can deliver exceptional results, but there is a science behind successful email campaigns. Something as simple as a subject line can make or break whether your audience will open your email: 35% of people decide to open an email solely based on its subject line. The best way to boost responsiveness from your readers is by making them feel important and valued. Every time one of your emails is opened, the person on the receiving end should think, “I’m gaining something”. This can be achieved by relating the campaign content to your customers early on in the email. 

The amount of and the type of emails you send also impact how your readers respond. For example, if you send multiple promotional emails a day, your readers might think you are bothersome and it’s likely they will unsubscribe from your email list. However, if you send helpful content in addition to promotional emails, they will think your emails provide value. In addition to how you want your readers to feel, you need to cater to how they might be accessing your emails. The number of emails opened on mobile devices outnumber those opened on desktops, and this trend is expected to continue. This means it’s important to make sure that your emails are optimized to display on mobile devices. People check their email on the go, and they do not want to have to deal with pinch-zoom problems and difficult-to-fill-out forms.

These Numbers Don’t Lie!

The main purpose of email marketing is to further promote your business to existing and potential customers. It’s an opportunity for you to establish meaningful connections. It’s efficient for both your marketing budget and the environment because it’s 100% paperless. A 2013 study by Custora found that customer acquisition via email marketing has quadrupled in the four years preceding 2013. Back then, email marketing already accounted for nearly 7% of all online customer acquisitions! Also, according to research by Venture Beat and the Direct Marketing Association, for every $1 spent, email marketing generates $40 in ROI. While these are only a few of the many email marketing benefits, the best way to learn about them is to experience them yourself! Email marketing can feel daunting, but it’s a vital way to build a stronger connection with your audience.

We would love to guide you through all the tips and tricks to help your business succeed via email marketing. To request a quote, call our main office in Tarrytown at (914) 909-5900. We look forward to working with you! 

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