Conversion Optimization, Email Marketing & User Experience Tips

Email Marketing

What Does Email Marketing Have to Do with Brand Awareness?

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Marketing is a tactic that has existed for many years as a way to bring exposure to companies, promote products or services, and build a relationship with clients and prospective clients. Advertisements in newspapers, flyers, magazines, television commercials, roadside billboards, door-to-door sales, and radio ads are all different forms of marketing that have had some form of success or another as time has gone by.

Building brand awareness for a company means simply promoting the brand or name by using various forms of marketing strategies in order to put it on the map, so to speak.

The beginning of the Internet Age marked the start of a new chapter in marketing and opened up many new opportunities for promoting businesses and increasing brand awareness. Social media networking, blogs, online shopping websites, banner ads, and forums are all examples of platforms powered by the Internet that can be used to build an audience of consumers that are interested in a company’s product.

A New Mindset

So, what does email marketing have to do with brand awareness anyways?

You may have guessed the answer by now. Email marketing is the future of marketing. It is what has rendered some forms of marketing inefficient, and others totally obsolete. Email marketing has been proven to be more effective, efficient, and affordable than all other forms of advertisement today.

It’s the easiest way, by far, to reach a large targeted group of customers worldwide and build a long-lasting relationship with them. This inevitably leads to a greater percentage of exposure for a company and thus, increases brand awareness.

Most people nowadays have an email address. According to surveys conducted by marketing researchers, there will be more than 3.9 billion email users by the end of 2018. This is what proves that email is the preferred medium of communication in the online world.

Creating an email address doesn’t cost anything, and customers can create as many accounts as they want to. It’s very convenient and non-intrusive to contact clients through email.

Email marketing is targeted and trackable, which means you can usually use a computer application or online website to run reports and extract information from your email campaign such as how many people opened your email, how many people didn’t, how many people unsubscribed, and how many bounced (email was invalid).

This provides so many opportunities in terms of the analytics that can be used to create more content specific to what people are interested in.

Growing a list of customers that have opted-in to receive promotional materials through email can take some time. One of the first and most important things to do is get permission, as there are laws in many countries that prohibit the sending of unsolicited emails.

A company needs to obtain consent before going on an email marketing campaign. This is actually a good thing, as it means you’ll be able to weed out clients that aren’t really interested in your product and focus on sending content to people that you can build a relationship with.

With Great Power Comes Great Responsibility

Having the power to simultaneously send information to thousands of people around the world has incredible potential for positive purposes but can also be used unethically.  A company that sends out promotional material for the sole purpose of bombardment is one that needs to take a step back and plan for a more moral course of action.

Providing relevant and interesting information that’s not just focusing on selling something is what will keep an audience thirsting for more content and encourage the growth of a natural relationship.

If this can be accomplished, the next step is actually knowing what type of content people are interested in reading. By including a questionnaire on some of the emails, further information can be gleaned from subscribers that can be used for future email campaigns.

Consider staging an in-person event at a function hall or your company’s office. It will give prospective clients a literal open door to walk in and do business.

Consistency is key. Both the timing of the email messages being sent and the style of the emails themselves should retain a certain feel. This will allow clients to become familiar with the content so that they’ll instinctively click to open emails once they enter the inbox.

Professional email templates may be used to create a distinct and memorable message that ties in with your brand. Many companies choose to rent email list in order to reach a larger audience.

Summary

Email marketing is recommended for online businesses and companies seeking to expand their influence while building a list of prospective clients. It can and should be used in conjunction with other marketing methods, including social media marketing.

It’s estimated that email marketing brings in around $47 in ROI for every dollar you invested in the campaign. It is hands-down the most cost-effective method of advertisement, beating TV, radio, and newspaper ads by a mile.

It’s a powerful piece of technology that can be harnessed to enhance any existing marketing methods that your company may be using.

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