Why Are Emails a Must-Include In Your Marketing Strategy?
Ashima Kakar Chandra
Integrated Marketing | Martech | Performance Marketing | Brand Growth
Most of us believed that emails were a dead game, till the pandemic struck. Suddenly, during lockdown, people turned towards traditional mediums of communication. Emails began to be frequently shared and checked, instead of being left out like stale bread.
Unlike the earlier days of marketing where one had few options with complex workings, today, marketers have a plethora of mediums for marketers to market on! One such underrated and an understated medium is the Email.
Now that we know that this tool has received its second birth, let’s take a look at why it is a must-include in your marketing strategy:
Detailed Explanation
Marketing on social media platforms, the television or the radio are great sources to get your message across to your customer. But a crucial shortcoming that most of these platforms possess is the inability to explain a product or service-related information in detail. Social media platforms, irrespective of which one, have their own method of functioning and long-form explanations here rarely do the trick.
Television and radio spots get you approximately fifteen to sixty seconds to inform and educate your audience. Even the landing page of a website could get you only two to five minutes on average. Emails, on the other hand, allow the space to share ample information that the customer can read at leisure. No rush, just absorption of matter at hand.
Cost-Effective
When it comes to execution of a tool, emails probably rank on top. They are simple to execute and can be used to broadcast information with even the smallest budget. It is essential to keep in mind that in the post-pandemic era, many companies are cutting down on their marketing budgets. Marketers, therefore, need to keep cost concerns in mind while choosing to opt for any kind of marketing tool today.
Emails do not require a large investment to see patterns and ROI as they can be tested with a small mail list and have displayed results in the past.
Tangible Results
With most promotional tools such as PR, measuring the impact and ROI (Return on Investment) becomes quite the hassle. It is difficult to measure the impact of these tools and get detailed reports on its effect on the target audience.
Emails, on the other hand, are highly trackable for numbers and can be monitored so that marketers can measure its impact and result after they have utilised the same in their strategy. This can be done with the help of website landing pages or the number of offers received after just one round of mail circulation.
Conclusion
Emails are a resourceful medium of marketing. Today the medium has grown exponentially and has a set of its own tools such as Mailchimp and Omnisend. These tools help to smoothen the medium further by assisting the marketer reach out to their audience quickly and efficiently.
?? Product designer (UX) | ???? Creating Human Centered Designs for Banking, Telecommunication, Hospitality & Technology industries | 4 years of experience | ?? UX Designer & UI designer | IBM certified
4 年Yup, fun and clear emails that answer your primary user questions quickly and engagingly are surely a win. I think it's more about writing the "great email" rather than just having it as a strategy. Cause the point remains the same with email too - Limited attention span or tolerance level. The only advantage it has over TV content is that it stays in the email box as long as the user wishes too. But is it that good of an advantage to be thought upon? What do you say?
Ashima Kakar This is insightful Thanks!