Are you sifting through different channels to create the perfect digital marketing mix? Maybe you’ve given email marketing a halfhearted try and been disappointed in the results. Or maybe you have a list of email addresses you’ve collected over time that you aren’t sure what to do with.
Regardless, what you want to know is this: can email marketing help to increase sales?
The answer is a resounding yes – provided, of course, that it’s done correctly. Let’s take a look at why and how email can be such a rewarding component of your digital strategy.
Email Marketing Has an Incredible ROI
Perhaps the most appealing thing about email marketing is its incredibly high return on investment. A common estimate is that email marketing generates $40 for every $1 spent. In fact, according to a study by the Digital Marketing Association, email marketing generates the highest ROI of any digital marketing channel, period.
That’s pretty impressive. So, what are a few ways you can put email marketing to work?
1. Welcome email
A welcome email is a great way to introduce a new contact to your brand and company. This communication can set the stage for your relationship with them. Make sure to display what makes your company unique, and consider outlining a few of the products or services that you think they may find helpful. Hopefully, your welcome email will signal the start of a great relationship.
2. Promotional email
This can be one of the most effective uses of email marketing. Use promotional emails to highlight particular offers or products, as they’re relevant. Customers always appreciate access to a great deal. Consider offering coupons via email; they’re an easy way to track customer spending as a direct result of your email marketing efforts.
Email newsletters are a great way to develop a long-term relationship with your customers. They can take many forms, from highlighting promotions to featuring news and content from your company’s site. The more time you invest in creating valuable content to be featured in your newsletters, the more your customers will engage with them. This is one of the best ways to foster valuable customer relationships.
4. Create an effective email
No matter which form of email you use, you’ll want to make sure that you’re following best practices and optimizing your campaigns to get the best results. Here are a few tips.
- A/B test subject lines to determine which get the best open rates. This is an easy way to increase engagement.
- Keep your content easy to read and relevant. Your customers will appreciate content that they find useful. If you bombard them with content they don’t find useful, they’ll unsubscribe.
- Include multiple links and a clear call to action so that readers have avenues to respond to your message.
- Promote your email on your website and other digital platforms. Not only will this help you to grow your list, but it will also make your brand feel more cohesive.
This isn’t the post to take a true deep dive into effective email tactics, but hopefully those can get you started. Remember that creating an effective email marketing strategy takes focus and a bit of dedication, but the results are well worth it.
So, once and for all: can email increase sales? Yes, it can – and it should.
Do you have more questions about email marketing? Maybe you’re looking for ways to increase your sales and generate a higher ROI on your marketing efforts (or even an ROI you can measure at all). Either way, let us know. At New North, we’re an email marketing company in Frederick, Maryland. We’ve seen a lot of marketing over the years, and we’re passionate about taking the mystery out of marketing and helping you work in real, concrete, and effective ways to develop valuable customer relationships.