According to a study by Direct Marketing Association over half of the marketers surveyed cite email as the marketing channel that delivers the best return on investment. Despite the benefits of email marketing, not all companies understand the importance of this effective tool. Here are the five advantages of using email marketing for generating leads.
- Generate Awareness
The strategic use of email marketing can inform leads of new products, promotions, resources, services, and company growth. Sending regular education emails regarding desirable offerings can encourage inactive leads to transition into a readiness state. The most effective education email generates awareness with useful, interesting, and personalized content.
- Cultivate Relationships
One of the best tools for sustaining customer relationships is email marketing. Throughout busy and slow seasons, this practical communication channel offers an easy way to stay-in-touch with customers and clients on a regular basis. Consumers and prospects alike are sure to place their trust and loyalty in a company that quickly responds to their questions and truly understands their unique needs and preferences.
- Build Credibility
Strengthening consumer relationships naturally encourages people to support a business. One way to build a bond with customers is to segment the email list into smaller groups so that people are only receiving content that is important to them. A carefully crafted email is more likely to be forwarded to friends and family when the body contains information that is specifically targeted to the recipient. People often trust people that they know; therefore, this email marketing technique should encourage many referrals from existing leads.
- Automate Marketing
It’s a good idea to use a reputable email service provider when engaging in email marketing for lead generation in order to automate email marketing. Marketing automation can be a great tool to personalize communication based on the actions of the leads. While new subscribers can be sent thank you and welcome emails after signing up on a website, auto-responders can be used to send a sequence of “reminder” emails to prospects who have previously shown interest in a product or service by clicking on certain links.
- Increase sales
Those who build relationships with their leads are in an advantageous position to increase sales. Once there is a substantial collection of people who are interested in receiving email updates, marketers are sure to see significant responses from an email that advertises the most popular products, services, promotions or sales.
Senior Accounts Director
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IronPaper (09/29/2013) Benefits of email marketing for enterprises [Blog]. Retrieved from http://www.ironpaper.com/webintel/articles/benefits-of-email-marketing-for-enterprises/
Pinkham, Ryan (09/17/2015) 10 Reasons To Use Email Marketing (As Told By Small Businesses) [Blog]. Retrieved from http://www.forbes.com/sites/constantcontact/2015/09/17/10-reasons-to-use-email-marketing-as-told-by-small-businesses/