Nowadays with the wide variety of online options available to reach and connect with customers, how do you judge the value of one digital channel against another? With the rise and shine of the latest Social Media options and Google rankings, you might be wondering, why is still important to focus on the good-old-fashioned email marketing to grow your business?
Today we will look at the three leading benefits of email marketing and why you should keep working with it.
Have full control over your future
If you invest in Google or Facebook, you need to keep in mind that traffic is not guaranteed. Google rankings and Facebook newsfeed results are controlled by algorithms that are unpredictable and change frequently without your supervision, leading to a negative effect on the amount of traffic that you achieve.
Instead, you can invest in something that you can have complete control over – your mailing list. In contrast to Google, should you ever feel disappointed with the service or any changes made by your email provider, you can simply export your list and move on. The ability to completely control the reach of your marketing is not something to be taken for granted.
Give a broader audience to your message.
The concept of reach is completely different between Social Media and Email. In social media we usually talk about “Potential Reach” to refer to the number of followers. But you should always keep in mind that in reality your content only reaches a small fraction of your page fans. If you want your message to reach a broader audience you need to invest in pay adverts.
Instead newsletter is only opened by a fraction of subscribers, but here’s the difference, the actual message will reach its destination! This is important as it means that at least the email will be seen by everybody, then s/he has the option to not read it.
Choose the highest ROI
According to a survey conducted in June 2016 by the Direct Marketing Association, email had a median ROI of 122%—more than four times higher than other marketing formats examined, including social media, direct mail and paid search.
The reason for such a high ROI is because email gives you a platform to build customer relationships on an ongoing and direct basis. You can personalise your content and be more relevant.
Comparatively speaking, using Google or social media channels to follow-up with your customers is suboptimal because you can’t reach out to them as directly. So if a customer wants your products but for some reason became distracted, you can’t follow-up with them. That’s money left on the table. With email however, you have a platform to reach out, capture hot leads and build customer relationships that result in this fantastic ROI.
The bottom line is that every channel offers unique benefits and ways to connect with customers this is why should integrate them to grow your business. As an online agency we look after every aspect of your online presence, have a look today at how we can help you not only with Newsletter, but with Social Media, SEO and responsive website.