With the events of recent years leading us to increasingly perform our business ventures at a screen – whether desk based or mobile – could it be time to consider upping activity on the popular marketing tactic of Email Marketing?

Considered by many as a consistent and rewarding route to generating brand awareness, leads and sales, this almost limitless tool has the capacity to influence huge numbers of prospects at the touch of a button, and work wonders both in terms of ROI and brand creativity.

The statistics show that we are truly attached to our inboxes; suggesting that email is still one of the most effective pathways for marketers to reach their target audiences. According to Radicati Group, by the end of 2020 email user numbers are expected to grow to 3 billion worldwide, which points in the direction of ‘potential’ when it comes to a company’s digital strategy and reward.

Within the industry, Email Marketing’s ROI is considered to be four times higher than any other digital marketing channel, owing to its ability to channel recipients through the influencing process; all the way from initial introduction, through to getting in touch, creating an account and confirming a sale.

The price plans can be appealing too, whilst still enabling access to thousands of contacts. This makes the tactic ideal for companies with limited budgets who still require an attractive return.

However, the question has to be asked; whilst audiences are connecting with the concept of email, are they actually engaged with Email Marketing?

Surely the answer lies in relevance. According to Optimonster, 60% of consumers subscribe to a brand’s Email Marketing list to receive promotional messages, whereas only 20% will follow those brands through their social media channels to hunt out deals and promotions.

Making it personal

One of the (many) appealing features of Email Marketing – from the perspective of a designer – is its scope for creativity and personalisation. Using the tactic combined with appropriate software tech, campaigns can build a brand story and personality as they draw in on a marketing relationship with recipients; whether that’s weekly, monthly, or during special promotional events.

Not just about the sale, this personalised technique can help build relationships and longer-term loyalty, which is why at NOVA, we ensure recipients only receive information which is relevant to them to create an advantage. We work with software including MailChimp to design and send targeted messages to our clients’ chosen markets and use digital techniques and knowhow to categorise recipients into different groups; showing that care and attention is paid to individuals’ interests – strengthening brand loyalties and helping generate maximum engagement.

Of course with the power to press the send button comes responsibility. Having our clients’ customer email details is a privilege that shouldn’t be misused, so we ensure we protect subscribers’ email data and follow GDPR guidelines correctly.

Successfully sent?

Naturally, you want to know if your Email Marketing campaign has been successful and worth its initial investment. One of the many advantages of choosing the Email Marketing tactic is that campaign performance can be tracked and usefully, analysed to an exacting level, and that relevant metrics reports can be reliably produced. These reports can include open and click-through metrics – not just how many, but who – which all help to highlight campaign success and areas that could benefit from tailored improvements.

Whilst we wouldn’t suggest that Email Marketing is a one-stop-shop to complete marketing success, the figures do support its tried and tested hit rate. So, used as part of a wider marketing campaign, this cost effective tool is certainly worth putting through its paces, especially as our online working methods continue to evolve.

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