Email Marketing as a Key Digital Marketing Tool

Email marketing continues to be a strong marketing tool for a variety of organizations.  Whether you’re a nonprofit looking to raise funds, a government agency promoting new programs or a business looking to sell more products, email marketing can be an effective digital marketing tool.

Email is a low cost promotional vehicle.

Email is a low cost digital marketing option for many organizations. There are a number of email marketing software companies that offer competitive pricing for an automated email marketing platform.  Small businesses can opt for a no frills, high value package at no cost.  Organizations with more than 500,000 email subscribers can purchase an online email marketing service for less than a penny per subscriber. These automated systems keep a history of email marketing campaigns and help users stay compliant with the CAN-SPAM regulations.

Email marketing can be used as market research.

Organizations can use email marketing to introduce new products to customers.  Open rates and click-throughs inform the sender about customer interest.  When a customer or prospect opens an email, he implicitly expresses interest in the topic or product included in the subject line.  A clickable call-to-action (CTA) in the email gives the email opener an opportunity to further engage.  Whether the CTA is “buy now” or “reorder” or “subscribe”, clicks tells the sender which customers are interested in engaging further with the company and how.

Senders can use emailing marketing to test pricing by simply A/B testing different price points and sending the test emails to separate (but similar) email segments.  Senders can gather information about effective messaging by testing subject lines.  The dynamic nature of email marketing allows users to gain insights about customer preferences through observation of their behavior.

Personalized emails encourage future customer engagement.

The best email marketing campaigns are personalized.  If an organization is holding an event at a specific location, it may be prudent to send an email campaign only to recipients near that location.  If an organization has a program or product for a specific audience, personalized emails with relevant messaging can be sent to just that audience.  No matter if the email list is consumers or businesses, a well-built email list, with pertinent and relevant data, can be an incredibly effective marketing tool.  Sending targeted emails to specific segments increases open rates and click through rates and increases the likelihood that future emails to the same recipients will be opened.

Despite the flood of emails that can accost consumers’ inboxes, a robust, opt-in email list represents a powerful marketing opportunity.  Email marketing is a cost efficient form of digital marketing that can used to grow sales or gain insight.  It is an efficient promotional vehicle that should be a part of most organizations marketing strategy.