Deciding where to invest your marketing dollars isn’t a decision you take lightly. You know you need to attract new customers and keep your existing clients coming back, but you can’t afford to invest time or resources into something that isn’t going to deliver the results you expect. An email marketing campaign is a cost-effective solution that gives you the power to reach customers in a place most people visit every day — their inbox.
Email marketing is a type of direct marketing that involves businesses sending promotional messages via electronic mail to a group of prospects and customers. It’s widely used as an efficient and cost-effective method for new customer acquisition, building brand awareness, and increasing product sales, as well as fostering trust and loyalty with a company’s customer base. The role of email for marketers is continuing to grow stronger, despite the increasing popularity of social networks and text messages.
Compared to other digital-marketing channels, email is top rated by marketers, with 53.6% of respondents rating it as excellent or good. Social media marketing and search engine optimization are rated second and third by marketers, respectively, with excellent or good ratings of 50.9% and 45%. More than half (58%) of the companies surveyed said that they are planning to increase their email-marketing budget, whereas only 7.5% are planning to decrease their budgets.
Marketers in this survey also expressed their confidence in the advantages of emails, especially compared to other marketing channels. But which email-marketing benefits were the marketers primarily trying to achieve? Here are the top benefits of email marketing, according to the marketers who responded to the survey:
23% said generating more leads
19% said improved sales
17% said improved conversion rates
13% said reduced marketing costs
12% said identifying better-quality leads
9% said integrating with other media to boost response
3% said shorter sales cycles.
Reasons You Should Start An Email Marketing Campaign:
There’s plenty of data to back up the benefits of email marketing campaigns. For example:
91 percent of US adults like to receive promotional emails from companies they do business with (MarketingSherpa)
Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers. (McKinsey)
Being able to target your audience solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, on a diner place mat, or in a periodical with no control of who will see it. With email marketing, you have more control who sees it by segmenting your contacts list based on their lead status, demographics, location, or other data points. Targeting emails ensure that your audience receives content suited specifically to his/her needs. Customers and business owners benefit because you can customise a message for each customer depending on a segment to foster a higher conversion rate.
Increased Brand Awareness
With each email sent, consumers are exposed to your business and your brand. With strategic planning, smart design, and targeted content, your business will consistently build value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs products or services, your business stands a much better chance of turning those leads into clients and clients into loyal customers.
Distribution at Scale
There aren’t many forms of marketing as easy to share as email marketing. With the simple click of the forward button, subscribers can share your deals, offers, and news with their friends. Subscribers who share your message are acting as brand advocates. Therefore, when a subscriber shares it with their friends, your brand gains more exposure and credibility.
Analytics are indispensable for measuring the success of any campaign. Many marketing channels present ambiguous and estimated results. Email marketing, on the other hand, draws precise and valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber retention rates. Even better: these metrics are more than just numbers and percentages. They are insights into your customers' behaviours and interests. Use your email marketing campaign as a tool to monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.
Email Marketing is Cost effective
Perhaps the most appealing advantage of email marketing is the return on investment. No print costs, no postage fees, no advertising rates. Email marketing is as affordable as marketing gets. According to the Direct Marketing Association, email marketing brings in $40 for every $1 spend, outperforming search, display, and social marketing.
As we talked about above, with a print mailer or telesales campaign, you'll need to select marketing campaigns and specials that have a "long tail" because of the extended period of time between campaign development and implementation. Because a marketing email can be completed in just a few hours, you can literally send "day-of" messages to help reduce stock or promote a limited time special as needed. You can even send unique real-time messages to customers that arrive on their birthdays or anniversaries. With email marketing, short time frames are your friend, not your enemy.
Email marketing presents many dynamic opportunities. Not only can you send personalised email with your user's name or login name, but many email marketing solutions offer the ability to feed in personalised information such as sales or purchase history. Also, because creating separate email sends is significantly less challenging than creating separate postal mail, print mail or advertising campaigns, you can segment your customer list into smaller lists and send very personalised messages.
In today’s ever-changing digital world, email marketing tends to take a backseat. However, if you haven’t considered it for your business already, now is the time. Working with a trusted marketing adviser makes the process simple and cost-effective. With a strategic approach, proper guidance and a strong message, your business are sure to benefit.
As highlighted above, there are numerous benefits of email marketing. As a short term rental owner and host, being able to attract new guests and keep in touch with past guests is critical. At AirRentalz we help you with this by marketing your property to our database of your next potential guest. Our email campaigns are designed to provide you a better opportunity to help keep your property on top of your guests mind.