Email marketing is one of the most effective communication and promotion vehicles in the internet marketplace. Ninety percent of internet users and fifty-six percent of all Americans use email on a regular basis.
Your email marketing practices establish your business’s image and reputation in the minds of people of who receive your campaigns and messaging.
Even if they don’t buy anything, capturing the email address of a visitor to your site – or, if you don’t have one, your shop – gives you a second chance to persuade them to return and buy something.
Online retailers lose many consumers that abandon purchases at checkouts, for example – and unless you have their address, they will be lost.
Acquiring new customers is more expensive than retaining your existing ones. Email is a great way to inform your customers about new offers and products – something you can’t do in detail except when they are visiting your website – as well as to cross-sell and up-sell.
All of that helps you increase the lifetime value of your customers and reduce churn. Use email to build relationships with your customers.
Brand Awareness and Credibility
Integrating your messaging and creative into email campaigns will allow you to provide a more holistic customer experience, enhance perceptions of your company and improve recall.
Entertaining and informative campaigns can also help you build relationships by engaging users more effectively. Through email marketing, there is also an opportunity to exploit rich media to engage more effectively with customers.
Efficiency and Automation
Email is a cost effective and speedy marketing channel. Integration with web analytics software can also help you plan campaigns more effectively and tailor campaigns to individual consumers. It is relatively straightforward to set up automated, trigger-based emails, to reduce the burden on resources.
Feedback emails offer a chance for your customers to comment on your online performance. Analysing the data from email campaigns can also provide clues as to their requirements. Again, you can use automated email here.
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