Why Email Marketing Still Has A Place In Your Marketing Plan

If you’re still working on your email marketing plan for the year, it should please you to know that emails still get results. Why? Because the vast majority of your prospects use email all day, every day.

It is true that email marketing has lost a bit of market share to social media communications, but it doesn’t make it any less effective. Do you notice all those unread emails that grace your inbox each morning? They are there because email marketing works. What we have learnt working with clients  is that it takes time to see results. And, with each interaction, your chances of closing a sale increase. Let’s take a closer look at how that works and why you should be allocating resources to email marketing in your marketing plan.

Think About The Bigger Picture

The one or two emails that get sent by your company, and which cause disagreements between departments, each month are but components of a series of electronic interactions that users will have with your brand. As much effort should go into where the newsletter sends the user, as designing the email template itself.

Put simply, it means your marketing plan needs to make allowance for designing effective landing pages to increase your conversions. The stats say that customised landing pages can add 25% to your conversion rates. And that could be 25% more than you are getting right now.

Also remember that it is possible that as many as 50% of your recipients could be opening your email on a mobile device. According to Google, 61% of users who have difficulty accessing a site through a mobile device are not likely to return. Ever. And worse, 40% will probably visit a competitor site instead.

It’s A Give / Take Relationship

While part of the email marketing process involves dishing out information to people, it also delivers important data that you can extract from and use in your marketing plan. Yes, each newsletter presents an opportunity for a click to your site or a product sale, but it also offers you the chance to learn more about your target audience. Email marketing gives you the chance to learn more about your prospects on a continual basis.

Develop An Intimate Understanding

In this sea of competition companies that take the time to personalise their efforts stand out. As users get higher volumes of mail, only those that are most relevant and targeted are likely to get opened. If you’d like to find out more about the importance of integration in your marketing plan, read this article entitled, ‘Social Media Trends: Will You Be In On The Conversation In 2014?’.

If you need help with an email marketing plan or putting your business vision into a strategy, please get in touch with us.