There is no doubting the fact that many businesses are finding the current financial situation difficult and as more companies compete for the same market, those businesses are faced with having to find new ways of reaching their customers, establishing relationships and gaining their business.
Email marketing is one example of these techniques.
What is email marketing?
In short, email marketing is exactly as its name suggests; it is the use of email for marketing purposes and involves sending promotional information direct in an effort to either attract new customers or to persuade existing customers to retry services.
These messages are often sent in bulk by a hosting company or a specialised piece of software which is capable of generating hundreds of emails which are personally directed at a customer. The reason for this software is that it would take considerable time to put together the emails required to form a successful campaign.
There are many reasons why email marketing is so popular and why it is considered to be so beneficial to the many companies who choose to utilize it.
Explaining the popularity
It might be considered that marketing by email has overtaken leaflet dropping or newsletter sending and one of the reasons why email marketing is proving to be more popular than these more traditional methods is that it is so much more economical. When considered against the price of a multitude of stamps or the cost of employing a person to hand deliver leaflets, the price of emailing en masse is much more attractive.
Furthermore, email marketing means that unlike a website which customers have to visit, the business in question is able to deliver their message directly to their customers.
Why does it work?
There are a number of reasons why businesses choose to invest their time and effort into email marketing versus another form of modern marketing.
In addition to the fact that email marketing allows targeting, in that the business can target certain information and promotions towards certain customers based on the previous behaviour, email marketing, when done correctly, is extremely useful for building relationships and loyalty. Customers begin to realise that they can expect an email from the business each week and as long as the email arrives on time and is well written, they begin to build up a trust in the company. Therefore, when it comes to using their services, the acceptance of that business over others is almost second nature to them.
Furthermore, because the company is in control of the exact number of emails they have sent out, they are able to investigate the effectiveness of the campaign and make any changes which are necessary for the future success. Unlike leaflets or any other form of traditional blanket advertising, they can analyze the results much more efficiently.
However, the above benefits are only likely to be felt if the campaign is well planned, well managed and is maintained. Customers enjoy and trust companies they know they can count on and feel they can trust.
About the Author
William Baker is a blogger on marketing and SEO issues.