Benefits of Email Marketing: Why It Still Matters

August 11, 2016 by Nedim Talović

Benefits of Email Marketing: Why It Still Matters?
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Email marketing is, without any doubts, the most effective marketing channel. Just as for large businesses, there are also many advantages of email marketing for small businesses as well.

Still, newbies often hesitate to invest their resources and energy into developing their email marketing strategy. In other words, they need some encouragement.

In that mood, I’m writing this blog post where I’ll talk about email marketing & its benefits of email marketing. But instead of making a huge list, I’ll stick to major benefits that I find the most convincing.

Let’s start and see what are the biggest benefits of email marketing!

Bigger ROI

The biggest advantage of email marketing is its Return-on-Investment (ROI).

For every $1 invested in email marketing, you should expect $40 in revenues. Despite this delightful fact, I’d like to do some extra math.

Email Marketing ROI

According to Salesforce and Linkedin research, an average cost of acquiring a new email address in B2B, is $150.00. But that’s just an average and it may vary across the different industries, business models (B2C), a source of the traffic, etc.

Paying $150 for acquiring a new subscriber might seem too much, especially if you’re a company without an investor, but including customer lifetime value into the math will make you think twice.

Assuming you got $2,500 CLV and that every 10th subscriber converts into a customer, means that you will make an extra $1,000. However, these are just presumptions and every business is unique, so you should do the math for your business.

Retaining Customers

Because of its low price, email marketing allows to every business building a deep and long-term relationships with the customers.

Email marketing is a perfect way to retain your customers. It’s much cheaper to retain them than to acquire new ones, and 70% of companies agree with this.

Is it chepear to retain than acquire a customer?

The whole point is to become an authority in your niche, and promoting blog posts through the newsletters will turn you into one.

Email Marketing + Content Marketing = Industry Expert

Personalization

What I like especially, when it comes to email marketing, is personalization. With a good app, you’ll be able to send thousands of personalized emails in a few seconds!

How sending personalized emails works?

The basic concept is to import the list of your subscribers or customers in the app. That doesn’t mean you should add only email addresses, but also subscribers properties or attributes.

For e.g. you can import the list of subscribers with the following properties:

  • First name
  • Last name
  • Country
  • City
  • Days since last order
  • Gender

Then you can use it for sending personalized emails, like this one:

Hey {customer.first_name},

We’ve been analyzing our orders and we just found that you haven’t ordered anything for {customer.days_since_last_order} days, so we thought you might be interested in our recently added products.

Here is the list of our new items that might be interesting to you:

[Item name with the link]
[Item name with the link]
[Item name with the link]

I’ve found that you live in {customer.city} and that’s the city I’m in love with. Because of that, I’ve decided to offer you a free shipping. You just need to use a discount code ABC1203 in the last step of order.

Best regards,
John
Sales Manager

Data from MarketingCharts shows that personalized email will result better in open rate & click rate.

Email Personalization

Benefits from email marketing come from your data, so make sure to collect as much as possible information about your subscribers.

Bottom line: Personalization the way to benefit from email marketing and something you should start leveraging today.

Segmenting Customers

Better results can be achieved only segmenting your subscribers into groups. Segmenting is nothing else than filtering customers by properties that I mentioned earlier in Personalization part.

Segment Customers

There is a reason why I’ve put Days since last order in earlier example, and here is why :

When you know your customers’ buying frequency, you can try to motivate ones who haven’t bought anything for a while, and to reward your regular buyers at the same time.

Lyris reported that when email marketers were asked to indicate their top three results, 39% of them experienced higher open rates, 34% got greater email relevance, 28% lowered their subscription rates, and finally 28% of them increased their revenue.

Benefits From List Segmentation

There are other ways to segment customers, including:

  • Geography
  • Age
  • Purchase history
  • Open rates
  • History of visiting your website

There are various strategies, and you can try to find out what suits you best.

Measurability

Measuring is the most interesting part of email marketing, and it’s pretty easy because every email marketing app will do the job:

  • Open Rate
  • Click Rate
  • Unsubscription Rate
  • Bounce Rate

Things will become more challenging when you start analyzing the data. It’s not as easy as you might be thinking.

Why?

Because you need useful measures to back you up all the way through the process.

It’s obvious that your first goal is to increase the number of opens. But, getting open rates is just half of the battle. Another half is getting click rates and final conversions.

One of the ways of optimizing opens and clicks are A/B tests and multivariate analysis.

Multivariate analysis is a bit more complicated than A/B testing where you simply split the traffic into two groups and wait for the statistically significant results.

However, in multivariate analysis you can test a high number of variations much easier:

  • Subject lines
  • Design (layout and elements)
  • Content of the email
  • CTA

and learn how these variations affect the final results.

But it has its limits, and one of the biggest is the huge amount of traffic you need to reach in order to get statistically significant results.

I’d suggest following The Lean Startup Methodology.

Lean Startup Metodology

Source: CrazyLister

Send a campaign with different variations (build), get the results (measure) and after that, understand what caused the best KPIs (learn).

Conclusion

Email marketing is here to stay and I’d suggest everyone to collect emails as much as possible since everything starts from emails.

In order to get more emails, make sure to identify pages that bring the best results (conversions), and after that, check out how that pages are ranked on Google, what traffic sources they got and so on.

In Google Search Console you may check queries that you rank for the specific page and also check its CTR – it may suggest you optimizing titles and descriptions, so you can get more traffic.

Be consistent in email marketing and eventually you’ll start experiencing ROI and other benefits. Just don’t forget to measure and test different variations.

Do you have any experience in email marketing? Share with us.

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