Despite being one of the oldest digital marketing technique, email marketing is one of the most effective ways of promoting your online business. With more than 2 billion users all over the world, email marketing has one of the best market reach. Its returns are also very high, with statistics showing that businesses can earn up to $44.25 for every $1 spent on email marketing (information source). Therefore, email marketing is a very good digital advertising technique that can help to grow your business. However, you can only reap the benefits it offers if you have a good system.
Assessing your email marketing system
When you are using an email marketing system to create advertising campaigns for your business, it is important that you evaluate the performance of your system. Below is a checklist with features of a good email marketing system:
The ease of use is one of the most important features of an email marketing system, especially given the fact that you will be using the system to send hundreds of emails at a go. Therefore, your email marketing system should be easy to use, intuitive, and come with tools that make your work easy; complex tools are time-consuming and are likely to discourage you from using the system.
2. Visual appeal
Just like with every other marketing technique, the first impression is very important when using email marketing, as it usually encourages or discourages the recipient to read the email. Therefore, your email marketing system should be comprised of great email creation tools that allow you to create personalized and visually appealing emails.
3. CRM integration
Using an email marketing system is a great way of automating your advertising strategies, and it can help you to reach a wider audience, generate more leads, and increase sales. However, in order to have the best experience when using email marketing system, you must develop strong relationships with your mailing list to make it easy to convert them. This can be done best by integrating the system with a CRM (Customer Relationship Management) system, which will help you to create more effective campaigns. Therefore, your email marketing system should support the integration of other tools, platforms, and systems.
A new trend has emerged in the digital marketing industry referred to as data-driven digital marketing, where brands use data to craft and implement effective digital marketing campaigns. The use of data is very important when promoting your business using email marketing, as it helps to ensure that you are able to monitor the progress of the campaigns. Therefore, a good email marketing system should be set up with an analytics and reporting features to provide you with important information such as:
- Number of recipients who read or delete your emails
- The number of people sharing your emails
- The time that is taken to read the email (a few seconds or do they stay long enough to read the complete mail)
- The contents of the email that people are interested in
- Demographic information of the people reading the emails
5. Automated response
With email marketing involving the sending of hundreds (or thousands of emails) every day, automation is a feature that helps you to save time and money by making the process easier. Therefore, your email marketing system should be set up with automation features such as autoresponders, which send a confirmation to users, or replying to messages sent to your email. You can also use autoresponders to nurture customer relationships, for example, by welcoming new subscribers and sending information about offers and discounts.
6. Unsubscribe option
Email marketing is a good strategy for promoting your business and the products services you are offering, but it can work against you, especially when the recipients feel like they are being forced to receive your emails. Therefore, your email marketing system should be set up with an unsubscribe option to cater for subscribers who no longer wish to receive your emails (or those who subscribed by mistake). This helps to ensure that you are not spending your effort trying to reach people who are not interested in your brand. It also helps to build a strong reputation for your brand; allowing people to unsubscribe means that no one will feel like they are under duress to receive your emails, thus reducing the number of cases where they are marked as spam.
Email deliverability is the rate at which emails you send using your email marketing system reach the recipient’s box without being marked as spam or bounced. For the best performance, your email marketing system should have a high deliverability to ensure that you are able to target as many potential customers as possible. Having a high rate of delivery also helps to maintain a strong reputation; if your email marketing system has a low deliverability, various email service providers might place you in the spam category, which means most of the marketing emails sent to potential customers will go directly into their spam or junk folder.
Email marketing systems have many benefits and they can help you to market your brand to a wider audience. Generate more leads, and increase sales. However, the benefits can only be gained if the performance of the system you are using is great, which you can be able to determine with the above checklist.
Do you feel confused while choosing an setting up an email marketing system? Do you feel should better be concentrating on other stuff while somebody else takes care of this? We are here to help you with it.