Sales – we all want more sales. And email is still one of the best ways to get your proposition in front of potential customers.
But has GDPR put an end to email marketing? No, it’s just changed the way you’ll need to manage your data. And that has wide and far-reaching implications that run way beyond the use of email marketing. If you need more information on how to hold and use your data in your business, please visit the ICO website.
For our B2B marketplace, and our trusted data suppliers, we work on the legal basis of ‘legitimate interest’, and this allows our clients to continue with email marketing. If you’d like to find out more, please contact us directly with your specific concerns.
Love them or hate them, emails are still the most common internet activity in Britain today*.
So while it may feel like you spend more time binning marketing emails than opening them, their potential reach is something that can’t be ignored.
Get your emails to stand out (and that means they need to be interesting, pertinent and relevant) in an inbox already bursting at the seams and not only will your content get read and remembered, but your sales and profits will increase too – as a platform for generating business, it’s far more effective than anything social media has to offer.
Still not convinced? Read on to find out more about why email marketing works (when done properly and legally), and what results you can expect to see when you get it right.
1) You can reach more potential customers quickly.
The stats don’t lie; while Facebook boasts over 1 billion active users, and Twitter 255 million, it’s email that has the real share – we’re talking a projected 3.7 billion email users worldwide by the end of the year**. Remember your email needs to be accurately targeted so it’s only a relatively small group that will see your message. But that’s all you need to significantly increase your sales and develop new business opportunities.
2) Email has a higher ROI and is better for conversions.
How does an average ROI of £38 for every £1 you spend sound to you? Email marketing isn’t just cost-effective, it can be highly profitable too; a value that increases again when you consider the potential for converting business. According to a survey by Monetate, visitors from email marketing are more likely to buy something than those from search engines and social media; in fact, you are 6x more likely to get someone to click-through to your website via email than from Twitter.
3) More personalised and highly targeted.
Email allows you to be more targeted and strategic with your content and communications – put your proposition in front of those most likely to buy from you, and tailor your content specifically to them. How about email subscriptions? Your subscribers have told you they want to hear from you so make efforts to find out more about them and what they want. Sending highly personalised, relevant messages will drive click-throughs and purchases.
4) You can stay on your customers’ radar.
Regular contact pays off; even if your readers aren’t ready to buy now, they might be later. Emailing allows you to keep your business in front of potential customers so when they’re ready to buy, they’ll remember you. And despite what you might think, people are open to hearing from you…studies show that 72% of people prefer to receive promotional content through email***.
5) Start a conversation with a real person.
Email allows you to talk to individuals, not just faceless, nameless data. Forget about the hard sell – we’ve all been at the receiving end and it’s very rarely a positive experience! Instead, strengthen your relationship with your audience by sharing helpful, informative content. Reach out and encourage your readers to share back – with email marketing, inbound enquiries are common, meaning more valuable conversations that can be converted into sales.
So, now you’ve heard about the benefits, what next?
How about starting a new two-way conversation…we’d be more than happy to talk you through how best to approach your email marketing strategy, and give you a better idea of the costs involved and the returns you can expect to see.