Why Email Marketing is Effective? 

Small business marketing \ Marketing in business \ Why Email Marketing is Effective?

Email marketing is effective if you target the right audience for your business and focus on what benefits your customers receive. Don’t focus on what your company offers but on your customers’ benefits from your services.

What are the components of effective email marketing?

Email marketing is still effective because customers are accessing their email 24/7, thanks to mobile devices. Take these elements into account when crafting your messages to ensure good communication:

  • The subject of the message succinctly describes your content
  • Try to use the person’s name as the sender (do not use a no-reply address)
  • Use the offer, or benefit as the main content
  • Don’t just list the features of your company/service
  • The text of your message should be well-titled and highlight the most important points
  • Using an image in your message is also effective, but stick to just one image (too many images will make the message difficult to read on mobile devices)
  • Always include a call to action at the end of the message and encourage contact
  • Include an easy way to unsubscribe from your mailing list at the end of the message

Spamming does not work

Email marketing works if you focus on the customer and your message goes to the right audience. However, this does not mean that you should keep sending messages to the same person on the same topic. 

Email marketing to the same person will work if you have something new to tell them in your next message, and this message is also about the benefits the customer is receiving. 

You can use a special and substantial discount in your message, and this can be one good way to resend your message to the same customer. If email marketing still doesn’t work in this case, then it’s a good idea to focus on an audience already interested in the topic.

Using a newsletter to market your business

Email marketing is an effective way to reach your customers, and your newsletter will be a welcome read for many of your potential customers. However, you should only send the newsletter to an audience that has already expressed an interest. So, even if email marketing is to business decision-makers, do not buy registrations for the newsletter. 

Later in this article, we will discuss US law on marketing to consumers. However, you can also market to business decision-makers by e-mail without separate authorization.

Many purchasing decisions require a longer period of reflection, which is why email marketing is also effective in the form of a newsletter. For example, a customer buying a house package may well think about their purchase decision for years before actually buying. So be patient when drafting newsletters and give the customer time to form a trustworthy impression of your company. 

Email marketing is a particularly effective medium for this. In your newsletter, therefore, pay particular attention to these points:

  • Open rate
  • Click-through rate
  • Number of unsubscribes to the newsletter
    • Pay close attention to the message you send if you notice several unsubscribers from your newsletter (you probably didn’t focus on the benefits the customer received).
  • Conversions generated by the campaign (e.g., contacts and visits to your website)
  • Also, track the behavior of traffic from your newsletter in Google Analytics.
    • For example, how many pages customers visited on your company’s website and how long they spent on your site

Do you want to start advertising your business on Google or maximize your current advertising?

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Email marketing for businesses

Email marketing is available to businesses without any need for permission. You can send emails to business decision-makers if one of these conditions is met:

  • The message is based on a customer relationship
  • The message relates to the person’s job title or area of responsibility

Generally, you should focus your messages on the company’s area of responsibility, because job titles do not necessarily indicate all job functions. Even so, email marketing to companies is always legally safe under U.S. law.

Email marketing to consumers

It is not only inefficient to send emails to consumers without their permission, but also illegal under U.S. law. All e-mail marketing to consumers requires the prior consent of the recipient. Otherwise, the sender is in breach of the Consumer Protection Act.

How can I get permission to carry out email marketing?

You can build up an email register, for example, by using forms on your website. This allows customers to “subscribe” directly to a newsletter on your website, for example. 

You can directly ask your customers to subscribe to your newsletter on your website, in which case they only need to enter their email address in the form you add to your site. Another way is to ask the customer to fill in more detailed information in a form on your site. 

The purpose of the form may be to request contact, and in most cases, it is useful to allow the customer to choose to subscribe to the newsletter if they wish. You can specifically ask if the customer wants to subscribe to the newsletter in a standard contact form. 

U.S. law is clear on this point concerning contact forms. The customer must explicitly ask for electronic marketing messages, but this is only applicable to consumers. As mentioned above, you can still send messages to business decision-makers without explicit permission. So the law is clearly stricter for consumers.

You can read more about the regulations from the Federal Trade Commission. In addition, the Camping Monitor has some good guidance on the subject here.

How to get started with email marketing?

For email marketing, you need a register to send messages. It is then a good idea to choose a good software for sending emails, such as Mailchimp or HubSpot. 

Next, you can start to work out the content of your message and think about the content plan as a whole. It’s a good idea to plan your content a few months in advance so that you have a better idea of the time you’ll need and can take into account, for example, your upcoming events in your messages well in advance.

We would be happy to help you plan your email marketing and turn it into a new sales channel for your business. We can also help with other internet marketing planning. Contact us now to discuss your needs further!

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