Email marketing occurs when a company sends a commercial message to a group of people by use of electronic email. Most commonly through advertisements, requests for business, or sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. Email marketing is an efficient way to stay connected with your clients while also promoting your business.

What are some of the benefits of Email Marketing?

• Email Marketing is targeted.

Email marketing solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, on a diner placemat, or in a periodical with no control of who will see it. With email marketing, you have the ability to control exactly who sees an email by segmenting your contacts based on their lead status, demographics, location or any other data.

• Email Marketing Increases 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.

• Email Marketing is Easily Shareable.

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 to their friends. Subscribers who share your emails are acting as brand advocates. Therefore, when a subscriber shares an email with friends, your brand gains more exposure and credibility.

• Email Marketing is Measurable.

Analytics are indispensable to 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’ behaviors 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.

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