Email marketing is not merely a relic that has been superseded by other forms of digital advertising; this method is still very much alive and well today. An effective advertising technique, strategic email campaigns are a great way to promote your message to those who have already shown interest in your business.
Put your email list to good use
These days, many businesses hold email addresses from past, current or potential customers. While this information can be used for a wide range of purposes, direct marketing is a common tactic.
There are a number of reasons why a business may choose to utilise this strategy, such as:
- Enhancing the relationship between the business and its past or current customers, with the aim being to encourage loyalty and repeat business.
- Acquiring new customers or encouraging current customers to upgrade their service or purchase a new product.
- Adding advertisements to emails sent by partner companies, with the aim being to reach new customers.
Email marketing generally works in one of two ways: it either serves to build brand loyalty or convert sales.
The type of message you send will depend on your business. While an ecommerce store may benefit from emails that promote special offers, new products, promotions or sale reminders, service-based companies are likely to gain greater benefit from messages that share company information, tips and advice, event information and industry news.
One of the main advantages of this strategy is the fact that it can provide your business with useable data. Emails provide senders with a whole host of analytics, from how many people opened it and how many took action, through to when they viewed it and what device it was viewed on.
Even if a campaign was unsuccessful, the data it generates will provide your business with insight for future marketing endeavours.
What are EDMs?
EDM stands for electronic direct mail or electronic direct marketing. Essentially an email campaign backed by other advertising methods, it’s an effective way to reach your target market.
To reinforce their message, EDMs generally also utilise tools such as PPC, remarking, social media and offline advertising.
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