1. Improve your brand recognition
Improving brand recognition through email marketing is a great way to construct long-lasting and loyal relationships with customers. Email marketing clearly benefits brand recognition as you arrive straight into the target customer’s inbox, making email marketing an effective way of making sure your brand stays fresh in your clients’ mind.
A good way to strengthen brand recognition through email marketing is by sending follow-up emails to clients following a purchase, which also opens the opportunity to get additional feedback on your services.
When constructing an email template, it’s important to make sure that it’s on-brand and consistent with any other branded imagery, as this is crucial on the way to building an easily-recognisable brand. Creating emails that are instantly recognisable to potential and past customers is essential for increasing your brand recognition.
It’s also important to note that email marketing, as it is sent through to each individual customer, has much more of a personal touch than any advertising campaign would, and will thus provoke an individual response from the customer to the brand. This in turn can help improve your brand recognition as the individual customer becomes more familiar with the brand, creating a loyalty loop and improving 1-on-1 customer relationships.
2. Keep your customers updated
One of the benefits of email marketing is that it is a relatively simple way to keep customers up-to-date with the brand and informed of any changes, exciting updates or product launches. This is another excellent strategy to make sure that your brand and your products stay fresh in customers’ minds. Make sure they know about:
Sales promotions: Keeping customers updated when your brand is offering a sale is a great way to encourage clicks and purchases of your services or products. Sales promotions are a great way to encourage potential customers, as well as incentivise repeat customers to purchase again.
New product launches: Letting your customers know when you’ve launched a new product or service is a great way to keep them engaged on the other end of the screen, as well as pushing them to engage with your new launches.
New discount codes: Working in a similar way to the sales promotions technique, providing customers with discount codes is a very effective way of increasing the click and conversion rate, as it drives them to browse on your website and encourages them to complete a sale.
Trending topics: Keep them updated on what’s new, what’s trending, and what they can expect from you as a brand. It’s always beneficial to position your brand as current, keeping up with the latest trends can make you more relevant to an audience who spends more time online.
Keeping your customers informed through brand updates is a great way to build awareness, draw interest in your products or services, in order to drive a sale. It’s important to keep your target customers engaged between purchases so that your brand becomes more familiar to them. Remember that the more they know about your company, the more likely they are to trust it, and thus the more likely they are to complete a purchase.
3. Retain customers
Email marketing is also an excellent way to retain previous customers, who are more likely to purchase than potential first-time buyers, and convert them into loyal customers. The importance of increasing your repeat customer rate, especially through a format such as emails that is relatively inexpensive to maintain, is unquestionable.
For example, a study from Bain & Company found that just a 5% increase in retention correlated with a 25-95% increase in profit, as returning customers are more likely to spend more than first-time customers.
A simple way in which email marketing benefits customer retention is to offer potential repeat clients incentives to encourage both click and conversion rates:
- Use an algorithm to send personalised emails to customers on their birthdays or subscription anniversaries – a relatively simple but effective way to encourage a repeat purchase and increase customer loyalty.
- Send welcome emails, always making sure that the customer feels they are receiving a personalised service.
Encouraging repeat customers to purchase is imperative in order to keep the costs of acquiring new customers down and, ultimately, to increase sales revenue by maintaining potential customers’ interest in your brand.
The benefits of email marketing when it comes to retaining customers are enormous, as you are making sure your brand is fresh in the minds of your target market, as well as offering personalised messages and incentives in order to spark that re-purchase.
4. Drive traffic to your website and improve sales
By carefully strategizing each email, and working out which angles are working best for your brand’s click rates, email marketing can provide an excellent opportunity to drive more traffic to your website, thus increasing your chances of closing a sale.
By making your emails as engaging and as relevant to the target customer as possible, you can close the distance between your brand and the individual customer, improving their overall experience. If they have positive experiences with you as a brand they are much more likely to engage with your content, as well as purchase your products and services.
Creating emails that have a more personalised tone can lead to a rise in open, click, and conversion rates, through something as simple as an email. With email marketing, it’s easier to tailor content to your specific customer through list segmentation, making the customer service more relevant to the individual. This way, by conveying relevant information to the right person, companies can optimise their click and conversion rates.
5. Cost-effective marketing
Unlike other marketing techniques, email marketing does not require you to purchase ad space. Although it will never be free to create an effective email marketing campaign, saving on adspace is a great way to save revenue that would otherwise be invested in other, more expensive, marketing campaigns.
It should also be noted that email marketing benefits your brand by increasing the reach of your campaigns to a more targeted audience and reducing your overall CPC.
Research from the DMA (Direct Marketing Association) in 2023 showed that for every dollar spent on an email marketing campaign, companies can expect to see an average return of $38 USD.
Another benefit of email marketing is that it is relatively easy to track and measure the results of your email campaigns by looking at the open, click, and conversion rates. As this marketing method is comparatively cheaper than other techniques, this makes it easier to change strategies around where necessary, in order to better optimise customer engagement and sales conversions.
