We live in an era where people all over the world no longer have to wait until they get home from work or school to check their email. Yet while many still enjoy sending and receiving email on their desktop or laptop computers, most people can—and do—check all day long on their mobile devices.
What does this mean? Email marketing is now more important than ever, as you can essentially guarantee that the right message will be received by your leads almost instantly. Email marketing is also one of your best opportunities to save money across the board in a variety of ways, which we will discuss below.
The Efficiency of Email Marketing
To properly understand how email marketing saves you money, it's important to first look at just how efficient it can really be. According to a study that was recently conducted by ExactTarget, over two-thirds of customers said that they preferred to receive marketing materials via email over all other avenues.
Email marketing materials with a subject line of less than ten characters long also had an "open" rate of a whopping 58%, which is higher than you can expect from any traditional marketing channels. Not only is email marketing effective, it's actually the way your existing leads prefer to conduct business today, so why not listen to your leads?!
Saving Money with Email Marketing
One of the best ways to save money with your email marketing is through various types of automation. One popular subset of email marketing to come about in recent years is called programmatic, which will see messages sent to your existing leads based on certain predetermined events that they experience.
One of the huge problems that programmatic in particular has helped to alleviate is shopping cart abandonment, which anyone with a digital storefront can tell you is something they wrestle with on a daily basis!
Shopping cart abandonment means that someone has added an item to their virtual shopping cart and then failed to finish the sale for whatever reason. Maybe they found the product somewhere else, or maybe they just got distracted and forgot (it happens!).
With automated email marketing, a personalized email can be sent to that person after a day or two of no action, gently reminding them that they added the item to their cart and may have forgotten about it. Shopping cart abandonment sufferers have seen significant progress in this regard as a result.
Perhaps the biggest way that email marketing saves your business money, however, has to do with time. Because there really never are enough hours in your day, right? Not only is email marketing significantly less time consuming to properly design than something like a far-reaching print campaign, but it is also has the ability to be received by the customer INSTANTLY, which is huge!
The creation process for your next direct email can be a matter of hours instead of a matter of days. Distributing that same content can take seconds instead of hours. The sheer increase in productivity alone is more than worth embracing email marketing as a digital distribution channel for your materials as quickly as possible, to say nothing of how effective it is over other forms of communication with both prospective and current leads.
Ready to get started with email marketing? Give us a call at 419.629.0080 today!
