Promoting a business online has certainly become one of the most important aspects of the overall marketing strategy of an organization. And this is not just the case with small businesses or start-ups. Even some of the biggest brands resort to strategic email marketing initiatives to enhance their brand equity, and consequently, revenue.
The first benefit of investing in strategic email marketing initiatives is its phenomenal reach. One can easily get in touch with hundreds of thousands of recipients, all at the same time. This tactic is also extremely convenient for businesses, as they can always outsource this process, obviating the need for hiring people dedicated for this purpose. This approach is also extremely personalized, which is quite unlike conventional advertising where the masses know the message is being conveyed to everyone at the same time. In case of email marketing, since the message is delivered to the inbox, the recipient feels that only a select group of people are receiving the same. Also, one can easily customize each message by inserting the name of the recipient, for an even more exclusive approach. Further bifurcations can be in the form of customizing the content according to the customer's needs. This might take a bit of effort, but the end result would certainly be very rewarding.
Strategic email marketing is also very effective due to the fact that it's interactive. So, one can not only send text messages, but can also include different graphics, music and videos so as to make the piece of communication even more attractive. It is a proven fact that audio-visual elements have a tendency to incite a better response and get faster recall. Hence, email campaigns also help in building long term relationships, as opposed to conventional advertising which is more or less a one-time spurt. Continuous contact with the TG is a great way to ensure sustained success, and email marketing is the way to do it!
Including the right kind of call to action is also an aspect of strategic email marketing that is often ignored. This results in a perfect email message not getting the kind of results in terms of click-through cases, which it could have achieved. What generally happens that the focus on getting the right mix of a compelling headline, an impactful visual and striking body copy completely overshadows the need for an attractive call to action that seals the deal. Research has shown that the call to action is as important as the subject line or the headline, while many industry experts are of the opinion that its importance is even higher from the point of view of the recipient, than what is perceived by marketers.