TECHNOLOGY AND MARKETING STRATEGIES: BENEFITS of EMAIL MARKETING
Technology has overall had an immense impact on the human psychology. By utilizing it, both individuals’ customers and businesses have gained. Strategy around how marketing campaigns are built and run has also experienced a revolution in the past decade or so, so much so that it might be fair to assume that reaching out to a prospective customer is no longer seen as a challenge. However, getting the right message across and more importantly using the correct medium is more of a task these days. Grabbing a proportion of the market and hanging on to is what is on the line.
Furthermore, gauging the effectiveness and choosing the most effective tool remains to be a statistical anomaly. Amongst the many tools used and while settling upon an effective future method, companies take into context various facts. In recent years, Email Marketing has come up to be a viable contender to print and postage. Companies choosing email marketing are finding it difficult to mark the fine line between spamming customers and actually relaying well thought out product information to them. However, it is important to point out that where there are many process requirements, email marketing does come with its unique benefits.
One of the most obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure such as on a certain billboard, magazine or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilized by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns.
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