We’re two years into the COVID-19 pandemic. Two years. So much has changed and so much seems like a rerun of last year. Does it remind you of Groundhog Day? Just me? Okay. We’ve adapted, adopted, pivoted, and innovated as we’ve come to terms with distance learning and Zoom meetings. Remote work has become normalized, A work-life balance? Yes, please. I’m working on it. And yet, the same issues we’ve been facing since the first lockdown in 2020 are still making marketing a challenge on the best day. The solution, imho, is that smart email marketing remains the best approach. Why? I’m glad you asked. The top 5 reasons email should be your go-to solution are:
- It’s easy on the budget.
- Email reaches the right audience.
- You have the ability to track and measure.
- It is easy to adapt, update, and change as life creates challenges.
- Email campaigns build strong relationships with your audience.
Email is an Economical Choice
Dollar for dollar, email marketing drives a higher ROI than other campaign types. In 2019, the Direct Marketing Association calculated the average campaign’s ROI was about $57. Of course, your mileage will depend on a variety of factors, including your industry and whether you’re emailing a subscriber list or a cold-call list. But the bottom line is that email is the most budget-friendly marketing choice around.
Reach the Right Audience
Email offers you the ability to deliver your message to a specific audience who’s honestly interested in what you offer. Whether you’ve built up a subscriber list from opt-ins or whether you’ve purchased a data list modeled on current customers, your message is being opened and read by the people most likely to convert.
Track, Measure & Improve
A smart email campaign gives your team the ability to track and measure each part of the campaign. You can track which links readers clicked on, how many readers became website visitors, and how many website visitors took the desired action. This hard data gives you vital information on how to craft a stronger message for the next campaign.
Pivoting is Easier
Whether you’re using email to build relationships with your audience or to build an audience, email makes it easy to update, adapt, and change as need be. When personal tours pose unexpected challenges, you can share a walk-through video with prospective residents. When you plan an event and plans need to change, it’s easier to explain and update your audience.
Build Stronger Relationships
Smart email marketing can help you build stronger relationships with the right audience. By providing useful and trusted information that helps your audience achieve their goals, you’re more likely to be seen as a trusted partner. This, in turn, leads to more conversions.
But there’s one more reason you should be running an email campaign. It’s a critical part of an omnichannel campaign because all of the touch points can work together to reach your audience.
Are your email campaigns driving conversions? Are the open rate and click-through-rate indicating that your audience welcomes your email? Is your campaign succeeding? If the answer isn’t yes to all of these questions, then why not give me a call? I’d love to chat with you and brainstorm ways to help improve your efforts.
Email marketing is a viable choice for 2022 marketing challenges. I’d like to help your campaign meet your goals.