Digital marketing is the use of digital media to fulfil the marketing objectives of the business. Many perceive digital marketing as the establishment of a fancy website, beautiful logo, high quality social media content, and a fancy mobile application.
But, digital marketing goes beyond these tactics. There are thousands of things a business must do before taking their steps towards the mobile app. While there are millions of apps around the world, it is not exactly the strongest digital marketing solution either. The most underrated forms of digital marketing strategies are the most powerful of them all. All of these strategies are formulated almost for one main purpose. “To build a relationship”.
Like all good things, the best solutions are the simplest of them all. Email marketing is one such solution that is often overlooked by a business but recommended by the best SEO company in Malaysia. They understand the hidden value and power of email marketing.
What is Email Marketing?
Email marketing is a form of digital marketing involving the use of direct mail for the purpose of attracting customers, building relationships with them and creating value for them.
Email marketing is done by keeping constant contact with customers. Whether it is sending them the blog newsletter, updates on promotional periods, new product launches, company news, if you are letting your customer get daily updates from you then it is email marketing.
While we may stop using facebook oneday, can you imagine never using email? I hardly doubt so.
Over the years email marketing has been considered a “dead” form of marketing since email seems to be never used by anyone. We get thousands of mails everyday from various subscribers and no one seems to check them out. So how does it remain relevant and useful to business?
The Benefits And Relevancy Of Email Marketing
Email marketing was relevant and remains relevant. Social media marketing may seem like the new hype, but that is not to ignore the power of email marketing. You may not look at the business over and over through instagram, but with email marketing businesses have the power to build a much closer relationship with their customer. This is a direct contact route to your customer instead of appealing to the mass target audience.
Like stated earlier on, email will always stay constant even if the usage of social media is restricted. Many get older and realize their time for social media is barely much. But for email, we do tend to check them. We tend to read. We like information. We like the consumption of it. Especially if it is already well researched for us and being handed to us.
What are some of the benefits of email marketing that marketers should be aware of? There are so many, and the list is endless.
Email Marketing Gives You More Control
Email marketing is something that garners action and response from our customers. Especially if the email is modified according to the needs of the customer. Curating an email gives the sender much more control compared to social media. Posting on social media is general and there is little targeting compared to email. An email marketer has direct power to influence and turn your attention towards them, even for a few seconds. The power of email copywriting is not overstated enough.
Email Marketing Has A Higher Return On Investment
The reach is bigger, the audience is large, the personalization is higher and the customization is better. Emails can be incredibly personal for the sender and their receiver. Users and receivers have the power to sign up for your email subscriptions on their own will power and this is a powerful move compared to the actions garnered from social media. When people like on social media or give a follow on instagram, there is not much of a chance that people will actually see you. The results depend on the algorithm of social media. However with email, you are giving the receiver the power to view the content, the sender the power to turn your attention towards them. Hence there is a higher return on investment in email marketing, compared to social media.
It also certainly helps that email improves the revenue opportunity for the business. As a receiver, I am more likely to click an email that can provide me with a discount, a promotional gift, click to purchase an ad and send me directly to the website. Email marketing can be powered and paired with our SEO strategy to help it push forward on the search rankings.
Email Marketing Improves Brand Salience And Recognition
We may not always open the email. The number of emails opened and responded to may be less but the fact you keep in touch is more than enough to bring about a higher brand awareness and brand salience. We know that there is a slim chance of you seeing our social media everyday. Social media only gets you so far compared to email. Email newsletters and promotional emails can help receivers keep updated with the latest updates from the company. This can also help receivers feel much closer to the brand and their recall of the brand will also be increased.
Email Marketing Provides Customer Lifetime Value
The customer lifetime value created using email marketing is boundless. Every business knows it is more expensive to attract new customers than to maintain relationships with current customers. Creating customer lifetime value also can be expensive but it is a huge game changer for many companies. One of the most common strategies people use to build a close relationship with customers and build the CLV is through email newsletter, email ads, blog subscriptions and so many more.
The best way to create the CLV is to first understand your customer. With the data available from email and customer’s journey on the website, you can tell a lot about what they like and what they don’t like. You can customize the email journey for the customer depending on their preferences, their need for engaging content and valuable information. Your customer may not know what they need yet, but you can certainly provide the information, the recommendations and the products to help them recognize their need.