E-mail marketing’s other benefits
Recently, I wrote of certain benefits to e-mail marketing that social media does not offer, benefits such as e-mails are personable, the perception customers have, they allow marketers to go in-depth, and they capture their attention.
E-mail marketing offers yet still more benefits that social media does not. (Of course, social media is still vital in any marketing strategy, as long as it is complemented by e-mail marketing).
E-mail marketing, especially for small businesses with limited budgets, can achieve certain measurable results that social media cannot.
1. Emails hit their target. With e-mails, you have your target’s e-mail address already, so one part of the battle is won. With social media platforms, such as Facebook, LinkedIn and others, you’re hoping your ads get to your prospective audience, even though you use specific data – likes, hobbies, income, career, etc. – to target customers.
2. Affordable. E-mails are relatively inexpensive to create and distribute. According to Statista, direct mail spend was $44.5 billion, a total which is expected to increase to $45.7 billion. E-mail marketing allows businesses, especially small businesses, to use a more affordable way to reach their target audience.
3. Measurability. Since businesses want to see how their money is being spent, e-mail marketing allows marketers to measure the success of their campaigns. Marketers can measure open rates, delivery and bounce backs, clicks, and subscribers.
4. Simple. E-mails are very simple to compose and distribute. With the number of e-mail templates available, marketers can easily overcome obstacles to creating attractive e-mails that communicate their message, advertise their product/service, and interact with their target audience. As well, you can custom-design your own e-mail to reflect your brand, instead of using a social media’s messaging system that does not allow this flexibility.