Why Email Marketing is Important and What You Need to Consider

Why Email Marketing is Important and What You Need to ConsiderJust about every business in Ireland is involved in both finding new customers and retaining existing customers. One of the best marketing tools for doing both these things is email marketing. If you don’t have an email marketing strategy in your business, here are some reasons why you should consider implementing one:

  • Low cost – email marketing is one of the cheapest forms of marketing available. In fact, depending on the size of your email list, it is free to access the tools that enable you to run an email marketing campaign. You then pay in proportion to the size of your list once it passes a threshold. For most small businesses, however, particularly those starting out with email marketing, you can do it for free.
  • Easy to do – there is minimal technical setup required to start an email marketing campaign and the tools are uncomplicated to use. You will need to invest time – either your own time or the time of someone to do it for you – but it’s not a complex process.
  • Gets results – this is the most important one. Even with all the new technologies and marketing options that you now have available, email marketing remains one of the most effective.

What You Need to Consider

There are two main things you need to do to make email marketing a success:

  1. Build an email list
  2. Create emails that people on that list want to open

Let’s look at both of these options in more detail.

Build an Email List

You don’t have to look far to find shortcuts to this part of the process, i.e. purchasing a list. This is never a good idea, however. Leaving the ethics and legality issues aside, doing this simply doesn’t work.

By far the best way to build an email list is to do it over time with people consciously opting in to receive communications from you. Having a list of 100 people who have opted in to receive communications from you is better than a list with 10,000 completely cold email addresses.

Create Emails People Want to Open

The other thing you need to think about is the content of the emails you will send. Frequency is also important. In considering these things, you should avoid becoming annoying by sending too many messages or by sending messages that are irrelevant.

The frequency you should aim for will depend on your business or industry, but for most a good starting point is once a month. In some industries, you may be able to send your list an email once a week.

The content is crucial, however. If your emails are repetitive, they will become annoying and people will unsubscribe. One common example are emails that are about your company and asking people to buy from you. While this is important to you, it is unlikely to be important to the recipient of your email list.

You must develop content that is more compelling for the recipient. Examples include:

  • Exclusive offers only available to those receiving the email
  • Early access to information or the first chance to view new products
  • Exclusive competitions
  • Invitations to events
  • Engaging or interesting content such as blog articles
  • Industry insights and analysis

In next week’s blog, we’ll look at how you can setup an email marketing campaign in your business.

In the meantime, you can sign up for our own email newsletter

and if you need help or advice with any aspect of your business, including your accounts, please contact a member of the Gilroy Gannon team.

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