How Effective is Email Marketing?

Email marketing on average produces £42.24 in return for every £1 spent. This makes it one of the most effective ways of nurturing leads for your business. 

At Yellow Cherry, we are advocates for all mediums of advertising – and email is one element of your marketing plan not to be forgotten about. Email marketing essentially allows you to get right in front of your potential customers, by landing straight into their inbox! So how can you utilise emails, and is it worth the extra time and effort? 

 

How do I start an email marketing campaign?  

Firstly, you need an audience!  

Many email marketing platforms allow you to create sign up forms that you can place across your social media and websites to encourage sign ups. GDPR regulations ensure personal information is protected so it’s important to make sure you have permission to contact those on your list. 

 

What is likely to make an effective campaign? 

The first thing to remember when thinking about marketing via email is to make sure you are hitting the right audience with the right information. Relevancy is key.  

It’s all well and good having many subscribers willing to provide their contact information, but if you are not sending them interesting and enticing content then they can easily archive the email or unsubscribe.   

Ask yourself, what do your customers value and want to hear about?   

Come up with a plan on the type of messages you want to be sending via your email. Are you sending information? Special offers? Or using the platform as an additional sales pitch?

Think about different email marketing software and choose which one suits you. A CRM (Customer Relationship Management system)?  Global platforms like MailChimp or Campaign Monitor? Or maybe something more niche?

Consider frequency too – you don’t want to be spamming anyone’s inbox or they may quickly lose interest.  The information provided and call to action for readers need to be simple, effective, and clear to read.  

Don’t forget to edit your subject line – keep this information snappy, and to the point – let the reader know what they are going to gain by opening your email. 

Your email will essentially work as an extension of your brand – let your brand’s identity and values shine through and keep your tone of voice in turn with what your readers expect of you elsewhere and stay true to the values and ethos you hold. 

 

But is it really worth the effort?  

In short, yes.  

For most businesses, services, or organisations it’s certainly worth thinking about utilising email campaigns and integrating them into your wider marketing strategy.  

Email marketing can be up to 40 times more effective than social media. The advantage of newsletters over social media feeds is that they are less busy and overcrowded. Therefore your social media posts can only reach so many of your ‘followers’. On the other hand, emails allow you to contact your customer directly with your messaging.  

Marketing Sherpa found that around 60% of consumers subscribed to a brand’s promotional newsletters compared to 20% who chose to follow them on social media. 

There are lots of ways to simplify email marketing such as segmenting your user lists, automating emails, and ‘tagging’ groups of people depending on your audience interests. 

If you’re considering utilising email marketing in the future, or if you need assistance in tidying up your current campaigns,  contact the Yellow Cherries today to find out how we can help.