Email Marketing: The Purposes And Potential

Email automation is essential for modern businesses. It provides you with a great advantage if used well. If you’re a small business owner looking to understand the potential and the long-term value of adding email marketing, we’ll do our best to break down the different uses and benefits of email marketing in contrast to other marketing channels.

The untapped potential of email marketing

Recent research shows that email marketing generates an average 42:1 ROI (return on investment) – meaning that for every dollar spent on email marketing, businesses are on average making $42. Email marketing is perhaps the most effective way to reach your target audience and convert them into loyal customers and yet many businesses don’t maximise their email ROI potential, because they don’t know how to use it. Instead, they spend significant money on Google ads, try to beat the algorithm on social media, or give up after getting lost amongst the noise online. 

On Facebook, it can be hard to even connect with your followers without paying to boost a post into their feed. You’re at the mercy of the algorithm and it’s too easy to get left behind. Instead, why not speak directly to your audience with more personalised, relevant messaging? With email, you can slide right into your customer’s DMs with targeted information promoting your latest news, sale, or product content. And best of all? Your messages remain in their inbox until they actively open or clear them. When integrated into a broader digital strategy, email marketing can add enormous value to your business in both the data it collects and the loyalty it encourages.

If you’re looking for growth in your business, you’ve come to the right place. Sprocket Digital specialise in data-driven growth. Here’s what email could be used for:

How email can be used

Some people still think of email marketing as just the electronic version of a printed newsletter or mailer, but in reality, it’s so much more. Using email as a broadcast channel to communicate a single message to your entire database can be useful in some circumstances – for example, a change in opening hours or the addition of a new product range – but the true potential of email lies in its many other forms.

Segmentation tools, data collection, and automation allow you to create personalised, hyper-relevant emails that speak directly to your customer with relevant, timely information to assist with their buying journey or build a relationship post-purchase.

Purposes of email marketing

  • Abandoned cart reminders 
  • Promoting specials 
  • Upselling and cross-selling 
  • Soliciting reviews
  • Loyalty & referral schemes
  • Sharing content such as blogs and videos 
  • Sharing industry news, as relevant 
  • Service reminders and prompts
  • Post-purchase relationship building

Each of these serves a different purpose and fulfils a different need for your customer, depending on where they are in their buying journey. There are also ways to remain in your customer’s inbox and front of mind, to help build your customer base and grow your brand organically. So when it’s time for your next mailout, consider the different ways you could use email marketing in your business. What do your customers need? What would they find helpful and what would they want to hear from you?

Need support with your email marketing? Get in touch with us today.


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