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Why Email Marketing Matters

This will not be the first article you've read claiming to possess the essential truths of email marketing. But, you may ask, why does it matter?

Here are three reasons why email marketing should matter to you.

It's COST-EFFECTIVE

Compared to other forms of direct marketing, email marketing is low-cost and high-return. Fact. It's been proven that - in terms of ROI - email marketing is streets ahead (DMA, The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the U.S., 2007-2008 Edition.

But whilst it may cost you little, neglecting email marketing can be costly. Making the decision to fund email campaigns can be the difference between one time sales and repeat customers. Email software now makes this a lot easier.

It's CUSTOMER-ORIENTED

Emails have the capacity to build trusting relationships with prospective customers and consolidate those with existing ones. As long as your emails are relevant to the customer's wants and needs, you can count on emails to be the most effective communication between you and them.

Gathering demographics (age, sex, occupation etc) is essential for making your emails relevant, and can even translate into increased opt-ins if subscribers refer you to a friend of similar demographic because they value your emails for their useful content.

It's CUSTOMISABLE

Today, using first names and salutations isn't enough. Illegal spammers have hijacked what was once a legitimate form of personalisation, and the decision to open one email from the next now lies in the relevance of subject lines and familiar 'From' names.

Email services and software, however, allow you to collect and organise existing data which can be inputted into thousands of ready-made and made-to-order email templates. Making use of buying history can also transform emails from mediocre marketing into sure-fire sales.

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