Why marketers should keep using e-mail marketing!
Why Marketers will Keep Sending Emails
While platforms such as social media are indeed on the rise, there are some very simple reasons why marketers still adhere to the tried-and-true strategy of e-mail marketing campaigns. This arises from the simple fact that they work; the 91% of individuals who check their mail on a daily basis illustrates this point. Not only are more purchases made by this medium, but it has also been found that the net purchase price is higher. Three critical benefits of this method are:
- Long-term relationships and calls to action.
- Analytical capabilities.
- Personalisation.
Let us look at each in more detail to appreciate the impacts that can be enjoyed.
The Journey as Opposed to a One-Off Purchase
We should first recognise that e-mails will enable the company to develop relationships with the reader over time. This journey is made more effective when a hyperlink can be sent directly to the relevant product page. Also, mobile-friendly emails will further heighten the effectiveness of this communication.
Robust Analyses
E-mails will help to gauge customer responses. In a very real way, this will enable the strategist to change his or her methods based upon client feedback. Also, they can comprehend such important metrics as:
- Age
- Location
- Buying Habits
- Preferences
Personal Engagement
Relevance is now a priority. By effectively targeting the needs of the individual, it is more likely that a conversion will occur. Addressing these variables will enable a company to stand out from its competitors and succeed in what may prove to be a saturated market.
These three factors are the primary motivators behind any modern email campaign. By appreciating the importance of each, any modern business can thrive in this virtual world.
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