There is no doubt you probably receive your fair share of electronic direct mails (eDMs) from companies on a daily basis. We’re not talking spam here, these are the ones that you forget you signed up for, or may eagerly anticipate receiving with the latest news and special offers every so often.
With so many business owners pouring their resources into other digital areas such as Facebook, Instagram, Google AdWords and much more, there is a strong case for getting back to basics and focusing on your eDM strategy instead.
When you post online to any social channel, you are competing with so much competition, vying for the attention of your customers. When you send an eDM through, and the recipient opens up their email, they are actively engaged with your brand and messages only, and you are much more likely to see action as a result of your marketing. Here are some further benefits to email marketing.
eDM Campaigns Are Very Cost Effective
Whilst the cost scale varies depending on the number of subscribers you have, the most popular eDM applications provide very reasonable pricing, providing potential interaction with your audience for a fraction of what you would pay via other marketing avenues. The benefits of these applications are incredible; they’ll provide you with design templates to get you started, help you manage your subscriber list, and send your emails off for you in a format that will ensure maximum readability to your audience. They will also provide comprehensive and detailed reports that will let you determine the success of an individual campaign.
Build Anticipation and Relationships
Managing your messaging in the correct way enables you to talk to your customer in their own language, and helps you build up anticipation from the recipient. One tip that works with success in many businesses is that they send their eDM on the same day, at the same time. This will have a very positive impact on your open rates.
Learn About Your Audience
The powerful inbuilt analytics capabilities of these applications give you very powerful intelligence that provides insights into many broad areas of your business. It will also help you define your future marketing strategy. Some of the audience engagement figures available include:
- Open and click-through rates
- Bounce rates
- Specific interest from customer segments
These powerful programs are simply a must have for any business, and are an essential part of any comprehensive marketing strategy.
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