The 6 Benefits of Email Marketing for your Online Store
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In a world connected to the Internet, Digital Marketing is something impossible to ignore. Especially for an online business. That’s why we decided to address one of the most important tools in Digital Marketing: Email Marketing. In particular, what it is, its importance to an ecommerce and its 6 major benefits.
Previously, this type of marketing was only recognized as spam, in which the same sales message was sent to all available contacts. And although this continues to be the reality in some companies, the truth is that the concept (and practice) of email marketing has evolved.
Email Marketing is an important segment of Digital Marketing, which uses email to create and develop relationships with customers or potential customers. To do this, and depending on your goal, there are several types of content you can create, such as newsletters, promotional campaigns, and more.
This is one of the most commonly used tools by marketing managers for several reasons. See the 6 biggest benefits associated with email marketing.
To begin with, email remains a widely used tool around the world. By 2017, there were about 3.7 billion users. And the number of users is expected to rise to 4.1 billion by 2021.
Unlike most marketing campaigns, you can measure email marketing results very quickly. This happens because, when using an email marketing tool, there are several metrics available that allow you to evaluate the impact of a message.
Depending on the success or failure of a campaign, you can easily change aspects of your message. You can even create multiple email options and perform an A/B test to see what works best. This test consists in creating different versions of the same content, to see which generates a better response.
One of the biggest advantages associated with email marketing is also its cost. Besides its being on the low side, this is one of the best return on investment (ROI) channels. On average, its ROI is of 122%, which is 4 times higher than other marketing channels, including social networking (28%), direct mail (27%) and paid search (25%).
Better Customer Awareness
To implement an email marketing strategy, you must create a mailing list. This list will contain relevant emails from people who are interested in the company. From there, not only you’ll create a better relationship with your leads, but you’ll also know what they want and what they don’t want. You can know the preference of your leads and adapt the content of your email marketing.
The abandonment of the shopping cart is a very frequent and harmful situation to an ecommerce. About 68% of shopping carts are abandoned before customers complete their purchase, and there is usually nothing that can be done. But through email marketing, you can send an automatic message related to your almost-purchase. This email will remind customers of what they were going to buy and all the reasons why they should do so. And the best part is that these emails really work! About 44% of these emails are opened, and when they are sent in less than 20 minutes, they have a conversion rate of 5.2%.
Also, by getting to know your customers/prospects better, you can segment your audience. And, consequently, you can adapt your communication to different types of consumers and promote products based on their taste and interest.
As you can see, there are numerous benefits associated with the practice of email marketing, both in terms of getting to know its users and as a sales boost. And all this for a reduced price when compared to other marketing campaigns. So why not give a chance?