People Who Are Said To Be Dead Live Longer Why Email Marketing Is So Effective
Management Summary
Studies confirm the effectiveness of email marketing
The fact that email marketing works is shown not only by experience in the industry, but also by the results of many independent studies, including oneStudy by McKinsey. It shows that email marketing in relation toCustomer acquisition is even 40% more effective than Facebook and Twitter combined.
This is probably the reason why today around 77% of all marketers (according to a survey by Act-On among almost 20,000 American marketers) use email marketingmost important marketing toolscount and use this preferentially.
The reason for this is the high response rate that this online marketing tool delivers. Email marketing is not only the top priority when it comes to acquiring new customers, but also when it comes to conversion and customer loyalty.
The right dose makes all the difference
For everyone who is now thinking: Good news – if that’s the case, we will now be sending out three sales mailings to our subscribers every day. This is of course the wrong way. It is important to have a concept to understand the needs of the individual recipient groups and respond to themto approach individually. This is not achieved by always sending out the same information to all subscriber lists. Thesegmentationof the different shipping groups according to individual interests and needs is extremely important.
Customers also value email marketing
The flood of information on the Internet is growing and growing and every company is fighting for users’ attention. Users are therefore not only confronted with a wealth of information on a wide variety of platforms, but also with countless advertising messages – online and offline.
Newsletter readers therefore appreciate the compactness of the for themrelevant personal informationand the recognition value. E-mail newsletters help – through correct segmentation – to filter out the most important information for customers and show what they are limited toAttentionshould direct.
Customized landing pages and mobile devices
The flood of information on the Internet is growing and growing and every company is fighting for users’ attention. Users are therefore not only confronted with a wealth of information on a wide variety of platforms, but also with countless advertising messages – online and offline.
Newsletter readers therefore appreciate the compactness of the for themrelevant personal informationand the recognition value. E-mail newsletters help – through correct segmentation – to filter out the most important information for customers and show what they are limited toAttentionshould direct.
Email marketing as an important step in the customer journey
When it comes to email marketing, it’s not just the individual newsletter/mailing itself that counts. It is important to take into account the interaction of the individual mailings with each other and the footprint in the customer journey. Even if email marketing does not directly lead to conversion in your industry, it is still often an important step that a customer takes in the course of their customer journey.
The most important advantages of email marketing at a glance
- Personal address.Email marketing is a personal tool and enables a direct and individual approach.
- Segmentation.Being one of many and receiving the same information as everyone else is a thing of the past. The magic word is segmentation – this is also very easy to do in email marketing.
- Customer journey touch points.Through email marketing you maintain and strengthen touch points with the customer. You reach your recipients on their way through the customer journey – depending on which purchasing phase they are currently in. In addition, you are in constant contact with your (potential) customers and keep yourself and your products fresh in their minds.
- Creating customer loyalty.If the customer feels well looked after, long-term customer loyalty is the result. The aspects mentioned so far can increase customer presence and thereby create trust.
- Measurable results.Email marketing can be implemented quickly and quickly brings measurable results down to the last detail. It has been shown again and again that email marketing contributes significantly to a company’s sales. Both Google Analytics and, above all, the statistics of the email marketing tool itself provide more comprehensive insights into user behavior than is possible with many other advertising sources in online marketing.
- Performance increase.Optimization measures likeA/B testingenable an increase in performance for every mailing/newsletter. After being sent to a small test group, the better of two or more subjects is sent to the majority of recipients. This means that small performance improvements can be made in every mailing. In addition, email marketing is an ideal option for cross-selling and upselling. If a customer has already purchased from you before, he or she can be turned into a repeat buyer through a mailing with accessories etc. that match the previous purchase. All of these reasons make it clear: email marketing is an effective online marketing tool. However, the prerequisite for this is a well-thought-out email marketing strategy.
