Email Marketing: Start Using It as Part of Your Multi-Channel Strategy

Email marketing is one of the easiest ways to communicate your products, services or expertise to both current and potential prospects as it lets you start the conversations going which help to develop the kind of relationship that eventually lead to sales.
Using email also allows you to deliver relevant, timely and personalised content to your contacts to ensure you’re nurturing a positive relationship, and it’s great for supporting other marketing channels – like social media – as well as warming up potentially cold leads that you plan on chasing.
The death of email rumour mill likes to churn out stories of email no longer having clout in the modern marketing world, but we beg to differ. While solely relying on email may not be the best course of action for businesses nowadays, email certainly still has a place in a multi-channel strategy that plays to its advantages.

So what are the advantages?

It’s inexpensive. 
Simple really – email marketing is one of the cheapest channels for keeping in touch with your customers because you can broadcast to a lot of people at a relatively low cost.
It’s easy to track the stats.
Using email marketing gives you detailed statistics about the people who engage with your email sends. Not only can you get a general overview of how your campaign does as whole with key information on how many people opened your email and clicked on a link, most email service providers let you see exactly who has opened the email, what kind of device they were using to view the email in, and which specific links they clicked.
All of this is invaluable for informing your content and marketing strategy as it allows you to figure out if the content of your email is reaching your intended audience and whether they’re responding in the way you’d hoped. It also helps you to plan your targeting for your next marketing efforts as you glean valuable data from what email allows you to discover.
It drives traffic to where you want it to go.
Email can act like a funnel to direct consumers to exactly where you want them to go. It could be to a specific page on your website, it could be to an important post on your blog or it could be to your social media pages to increase engagement on those channels and cross-market across different avenues. While we’re big fans of social here at TMO, things can easily get missed in endless feeds, making email a great option for ensuring your content is noticed as well as easy to come back to.

And what about the disadvantages?

It can be hard to be seen.
We know, we know – we’ve just said that email marketing can help to get your business seen, but we’re all too aware of how many emails are sent and received in a day.
Email is a saturated channel and people will have multiple email accounts for different purposes that they use daily. It’s very possible that a prospect will simply give your email a cursory glance or even delete it without seeing or retaining any of the information it contains. 
But helping your customers and potential customers to know that you’re there, that you exist, and that you can help them, is one of the key aims of all marketing, and so there’s a good chance that any emails you send will be – at the very least – seen arriving in a prospect’s inbox and that alone can help people remember your business when they’re ready to make a buying decision.
It can take time to execute.
Whatever business you’re in, you need to give time to planning, executing and managing your email marketing campaign – or have someone else do it for you. Design and content can be the most time-intensive part of a campaign, but once you’ve got a template designed and ready it can be much easier and quicker to prepare, test and execute your send.
But you’ve also got to consider optimisation – are you targeting your emails at the right people? Do you need to create two designs for different demographics? These kinds of questions and their subsequent implementation can develop through your email marketing efforts so you need to consider the time needed to execute.

How can email be used to generate leads?

There’s a definite balance that should be struck with your online marketing efforts, and knowing where to invest your time and energy will come through trial and analysis, but there’s definitely room for some email marketing for most businesses in supporting the generation of leads. At the very least email marketing gives you valuable data in order to nurture the buyer journey and enhance the relationships you have with current customers to encourage sales and increase loyalty.
Overall, email campaigns can be a great tool in your marketing kit to boost the effectiveness of your campaigns and generally provide additional support to your other marketing efforts. While email campaigns can have their drawbacks and limitations, for the most part the benefits the channel has for supporting and developing your marketing outreach are worth making it part of your multi-channel strategy.
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