In recent years, the emergence of new technologies has vastly improved the opportunities for personalization in all company communications – but perhaps nowhere more so than in email marketing.
Where once marketing emails tended to be fairly bland and impersonal, recent advances in software are allowing firms to largely automate client communication and add a level of personalization that would have previously taken countless hours of manual labor to achieve.
Despite the rise of social media platforms, email marketing remains a relevant marketing tool for companies looking to reach out to potential and existing clients. Below are just a few more reasons why your firm should consider investing in email marketing.
Email marketing to improve branding
Bigger companies realize that effective branding goes far beyond just a logo or a sign outside their store. Rather, successful branding should carry through every aspect of a firm – from the shop floor right up to the board room. Brand loyalty is the holy grail of commerce and email marketing gives you the perfect vehicle to increase your company’s standing in the minds of your clients, effectively putting you front and center. Remember to use striking banner images and standardized layouts – both achievable using email signature software – to help solidify your brand, its image and its overall message.
The cost-effectiveness of email marketing
It’s worth remembering, communicating directly to clients via email doesn’t just offer highly targeted promotions – it can also do so at a fraction of the cost of other forms of advertising and marketing. No other media can address clients by name with content tailored directly to their known interests or previous buying habits – and no other media is quicker or more direct.
Email marketing complements other forms of advertising and promotions
In today’s cut-throat e-commerce environment, it’s becoming harder and harder for firms to stand out and attract new customers. Like so many other areas of life and business, the traditional marketing mix has been transformed by the internet and web technologies and it’s no longer the case that companies can simply sit back and expect customers to find them. We live in a world where there are more web pages than people and your clients now have easy access to a global marketplace – and often to companies that can offer products cheaper than you. Never before has marketing been such an essential component in the running of a firm. While it should only be considered one small part of your overall promotional strategy, email marketing still affords the chance for direct, personalized client communication and can be used to complement the more traditional promotions channels such as advertising, PR and real-world marketing.
Email marketing builds trust
With an array of global firms just a few keyboard strokes away in a Google search, nurturing relationships and building trust between clients and companies is now more important than ever. Receiving regular, informative and relevant emails from your firm can help show clients you’re in it for the long-term rather than just after a quick sale. Marketing emails can also demonstrate that your firm takes a proactive and dedicated approach to customer care by addressing a client’s needs or potential issues before they even have a chance to realize them themselves.
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