The Reason Why Email Marketing Is Still The Best

Digital marketing is great hype today. New methods and techniques to conduct the marketing are being devised every day. Amidst all this, it is easy to assume that email marketing is an obsolete process.

We may consider it as it is no longer being used or isn’t fetching desirable results.

However, you couldn’t be more wrong.

Email marketing is still widespread today. It is, in fact, becoming more successful with time. But what makes it such an appealing marketing technique, despite being so old?

Well, let’s find out.

Here are the reasons why people are still in love with email marketing:

1. Low Cost

The biggest reasons why emailing continues to remain one of the favorites is the cost factor. It has a very low cost involved. All you require is an operational email ID, and you are ready to start working on the email marketing tactics.

Sometimes, people start buying bulk email addresses. However, it is quite rare. Mostly they send emails only to people who genuinely subscribe to the site themselves.

An emerging practice is to use software for automating the generation and sending of emails. However, this cost is often less compared to other modes of marketing.

There are neither any print charges involved, nor do you need to pay fees for the advertisements space like space on television and newspapers. Overall, email marketing remains one of the cheapest modes of marketing.

2. Only for the customers

Most marketing techniques involve users who may have never interacted with the brand. Some types of digital marketing tactics target users who have shown similar interests in their actions, as seen on Facebook and Google.

However, email marketing is the only marketing mode where the users themselves ask to be part of the company’s subscribers.

Companies get email addresses of the users either when they subscribe to the newsletters or when they register to their website.

Taking advance approval from customers ensures that emailing effort is more visible and effective compared to other marketing methods.

3. Target your audience

One of the big merits of the email marketing is that it allows you to target a particular segment of your audience.

Since companies usually obtain email addresses by subscription or registration, they also capture their basic information about the customer like name, gender, age, location etc.

This information could be utilized in creating targeting emails.

For instance, if your company has a great offer for students, you can send emails to users who are less than 24 years of age. And, if your company is offering discounted prices on women apparels, then you may consider targeting females instead of men.

Users can also notice the pattern that they receive only those emails that are relevant to them. Thus, apart from saving a lot of resources, the company is also able to create a trust factor between the customer and the brand.

4. Ask them to make a move

One-way marketing despite having a broader reach suffers from a very critical drawback, i.e., lack of interaction. Even if you pitch the best of your marketing ideas, yet the user is free to ignore them.

In simpler words, you just cannot compel users to make an effort for paying heed to your offer. However, small efforts can definitely pay off.

Email marketing allows you to put in those efforts. By introducing a simple “call-to-action”, you can ask the users to visit your website and see what you have to offer.

Having call-to-action also saves you from the trouble of giving too much information in the mail itself. Thus, in the email body, you can simply include the most-appealing content.

5. Saves you the effort

Apart from being cost-effective, it is one of the simplest marketing methods around. One does not require any high-end software, no huge team or a separate department.

All you need is the required hardware and a few professionals who know the job.

There is always a scope for better software and tools to be used in email marketing.

However, people mostly prefer the simple format, since it is majorly the content that decides the effectiveness of an email. The lack of complexity allows you to focus completely on creating an appealing email content.

6. See your score

A salient feature that makes the email marketing technique a desirable one is the metrics. Most traditional marketing methods have no or poor metrics, like radio, television, and newspapers.

However, in email marketing, despite being decades old, you can get all the measurements you need.

Also note, to identify the performance metrics, you would require appropriate email software.

A right software will tell you everything correctly, right from the number of emails that were actually opened to the ones that redirected the user to your website.

These results could give you insights into what is and isn’t working for your campaign.

7. See instant results

One great benefits of using email marketing is that it allows you to perceive instant results. As soon as you send an email, the user would either receive it or be notified about it. Most people check their emails within 24 hours.

Thus, whether or not the user decides to take your offer, you get to see the real results the next day.

Most other marketing methods require some days or even weeks to bear results. But email marketing can get you the results before the date changes.

Some people argue that such hasty marketing is counterproductive, but that is utterly false.

8. No boundaries

Email marketing being a prominent part of the internet marketing, it does not have any boundaries set by geography.

While this is true for any digital marketing method, the email marketing is the true alternative to the traditional marketing methods like print and television.

The difference is you can target customers globally belonging to various countries, genders, age groups, professions etc.

The more range of customers you choose, the bigger will your potential customer base would be.

Conclusion

Email marketing, despite the negative stereotype, is both alive and productive even today. As discussed above, there are loads of speculations that make people fall in love with it.

Though there are other marketing methods may beat the email method in one or two ways, overall, it is still one of the most effective and accessible marketing methods across the globe.

Keys to Be Successful in Business Marketing

Business marketing is when a business markets and sells its goods and services to other businesses or organizations. These other organizations may resell these goods and services or use them in their own business to support their operations. Business marketing is often called as industrial marketing or business-to-business (B2B) marketing.

The perfect example of Business to business marketing is the automobile industry. Automobile companies buy various spare parts such as tires, batteries, electronics and door locks which are manufactured independently by other businesses and sold directly to automobile manufacturers to assemble automobiles.

Even the Service industry is also engaged in large number of business to business transactions. For example Companies specializing in housekeeping provide services exclusively to other organizations, rather than individual consumers.

Business-to-customer marketing is when a business markets and sells its goods and services to retail consumers for personal use. While most companies that sell directly to consumers can be referred to as B2C companies. The business-to-consumer as a business model differs significantly from the business-to-business model, which refers to transaction between two or more businesses.

Business market (B2B) vs. Consumer marketing (B2C)

B2C marketing differs from B2B marketing in a number of key ways. A Business market has very few customers as compared to a consumer market which has large numbers of customers. A business market usually sells a customized product where as a consumer market sells a homogenous product. A Business to business transaction is a huge value transaction as purchase quantity is very high where as business to consumer transaction is a small value transaction. Price can be negotiated in business markets where as price is usually fixed in consumer market. Business markets have lengthy and complex selling process with multiple decision makers but in consumer market buying decision are simple and are made by individuals.

Keys to success in Business markets are:

1) Value creation & Customer satisfaction

Business begins with value creation. It is the prime objective of the business to create and deliver value in an efficient manner which will ultimately lead to profits. Value leads to customer satisfaction. Customer experience is an integral part of B2B marketing. The customer experience is the key brand differentiator, even more than the price and product.

2) Social media marketing

Social media marketing is when a company uses social media platforms such as Facebook or Twitter to market its product or services. Social media marketing is one of the best and efficient platforms for marketers. Most social media platforms have built-in data analytics tools which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing including current and potential customers.

3) Mobile marketing

Mobile marketing is a digital marketing strategy whose aim is reaching a target audience on their Smartphone, tablets, and other mobile devices through email, SMS and multimedia messages.

Smartphone usage has increased multiple times during the last few years, app usage has also highly increased. Therefore, mobile marketers have increasingly taken advantage of Smartphone apps as a marketing resource. Marketers aim to optimize the visibility of an app in a store, which will maximize the number of downloads. This practice is called App Store Optimization (ASO).

4) Multimedia Content Marketing

Marketing using Multimedia content attracts more customers. B2B marketers are widely adopting this trend. The primary driver is the desire to make content more engaging, compelling, and shareable than just the traditional modes. The most common forms of visual content include 360-degree videos.

5) Effective Personal selling & Executive Branding

Distribution channel is the path through which the product reaches the final customer. Personal selling is the most preferred form of distribution and promotion used by B2B marketers The sellers promote the product through their attitude, appearance and specialist product knowledge. Executive Branding is when an executive showcases his professional strengths as a way to attract the customers. Executive branding is also known as reputation management. Especially in B2B environments, executive branding is now considered a necessity. Senior management must create and develop their personal brand image to attract new customers.

The Future of Digital Marketing: Five Trends to Leverage a Small Business Opportunity

Jameson General Store was a historical treasure in the small North Carolina Community. Jim Jameson, the owner, had been part of the family legacy over 100 years old. The company had seen bad times, including The Great Depression. However, their hard work and customer loyalty had sustained the company’s success.

Even when a neighboring community got its Walmart’s Marketplace Store, their customers remained loyal. Jim did not believe in utilizing online advertising and social media platforms. He believed that these activities were only a fad. Yet, their customers gradually started shopping online because Jameson General Store was limited in its product offerings.

In fact, most of the business that Jameson Store lost was not to local competitors, but online sellers. Jim was adamant about resisting the temptation about shopping online. Yet, when he saw his own 10-year-old grandson purchase a difficult item to locate in the area online at significant costs, Jim had to ponder his current marketing strategy with the changing landscape in the nation.

Today’s customers can purchase a variety of items online with minimum effort. Given this scenario, brick and mortar companies are fighting to stay alive with the fierce internet competition. According to a 2017 survey conducted by Square and Mercury Analytics looking at 1,164 U.S. business owners, the following observations were made:

  • 96% of Americans with internet access have made an online purchase in their life, 80% in the past month alone.
  • 51% of Americans prefer to shop online.
  • 67% of Millennials and 56% of Gen Xers prefer to shop online rather than in-store.
  • Millennials and Gen Xers spend nearly 50% as much time shopping online each week (six hours) than their older counterparts (four hours).
  • 51% of seniors have shopped on marketplaces, 66% at large retailer sites, 30% on web stores or independent boutiques, and 44% at category-specific online stores.

Marketing professionals understand the importance of the internet and how to effectively leverage this power. According to Socialmedia.com, 90% of marketers use social media for their businesses. Sadly, many small businesses do not recognize this fact. Many businesses had opted to bury their heads in the sand in hopes that this ‘internet thing’ will go away. It hadn’t!

In fact, e-Commerce is growing more than 23% annually; however, 46% of American small businesses do not have a website according to Square and Mercury Analytics research. This article focuses on how small businesses can leverage digital marketing to achieve greater success and enhance their market opportunities.

Digital marketing should be a tool that every serious small business should utilize. Digital marketing goes by many names such as e-commerce marketing, online marketing, and internet marketing. Digital marketing can be defined as “the marketing of products or services using digital channels to reach consumers.” The key objective is to promote brands the usage of the internet.

Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. Some digital marketing channels include websites, social media platforms, email marketing, search engine optimization (SEO), blogging, podcasts, and online advertising to name a few. Beyond technology gimmicks, businesses should know their customers and their core competencies. Digital marketing is not a silver bullet. Digital marketing is a tool for the savvy business professional.

Catherine Juan, Donnie Greiling, and Catherine Buerkle, authors of Internet Marketing: Start to Finish, suggest that effective digital marketing requires plenty of careful planning. They add, “The heart of getting real traction out of your internet marketing program is to tie marketing and sales data together, with metrics. Track what you’re doing, track the impact, and track the resulting sales.” Looking at the landscape of technology and internet innovation, small businesses should think strategically about the following five digital marketing trends:

Artificial Intelligence – Some people develop elaborate doom-day scenarios of machines to control the world. However, artificial intelligence (AI) is becoming a way of life in marketing. AI can be defined as ‘the theory and development of computer systems able to perform tasks that normally require human intelligence.’ Voice Activation technology like Amazon’s Echo is bringing AI into public attention. By 2020, customers will manage 85% of their purchases without interacting with a person.

Internet Searching – Buyers are more knowledgeable than ever with access to the internet. In fact, 81% of shoppers conduct online research before making big purchases. Thus, exploring how to utilize search engine optimization and getting your business at the top of searches is an invaluable step.

Mobile Communications – Most Americans have grown accustomed to instant gratification and easy access to technology. Mobile and tablet e-commerce will reach $293B by 2018. Smartphone and tablets are part of this wave of innovation. Mobile will account for 72% of the U.S. digital ad spend by 2019. Marketers recognize that mobile marketing is an untapped business tool.

Social Media – Social media platforms, like Facebook, allows buyers to connect with each other virtually. 65% of business-to-business companies have acquired customers through LinkedIn ads. Marketers realize this value.

Web Content – Good content will attract customers. In fact, customers are more likely to purchase from sellers with good, relevant videos/photos on their website. 52% of marketing professionals globally name the video as the type of content with the best ROI.

Faced with the tenants of competition, small businesses need to utilize digital marketing. Some small businesses may be hesitant to explore digital marketing due to their lack of trust and understanding of the internet. Philip Kotler and Kevin Keller, authors of Marketing Management, note “Top firms are comfortable using technology to improve the way they do business with their business-to-business customers.”

This article demonstrated that today’s small businesses can utilize digital marketing to enhance their market opportunities. Hopefully, gaining this knowledge will help business owners so that they will not continue to bury their heads in the sand. The internet is here to stay. Pray that you are listening to this message.

© 2017 by DD Green