Our recent email marketing success for 2K Games – a mail-out for the ‘Borderlands Moxxi’s Underdome Riot’ download pack, which resulted in a 30% conversion rate, has lead us to look into the reasons why email marketing has become such an essential part of many businesses’ marketing strategy:
It’s global – It doesn’t matter if your customers are in Outer Mongolia or inner Macclesfield, your mail-out will reach them for exactly the same cost, in exactly the same condition, and in roughly the same amount of time.
It’s cheaper – Designing and sending an email campaign can be up to 80% cheaper than with a traditional mail campaign, removing costly printing and mailing costs.
It’s interactive – Email campaigns can link to videos, music and even games to grab the attention of your prospective customer.
It’s personal – Clever personalisation of emails using shopping habits and recipient specific details can help to build a rapport with customers that’s simply not cost effective or practical to do with traditional mailing.
Click-throughs – Accurately measure click-through rates to know exactly if what you have sent has actually worked – near impossible with paper marketing.
Conversion rates – How a person has arrived at your website and what they’ve bought can be analysed to determine the rate in which your marketing campaigns are turning browsers into buyers.
Accuracy – More accurate methods of targeting can be used, based on real-time buying and spending habits of your customers, unlike outdated traditional mailing lists that are often too long in creation to strike while the iron’s hot.
Opt-in or out – Emails can contain opt-in and opt-out options which helps shortlist your prospects to those that are genuinely interested. This is not only useful for sales conversions but also in forming a trusted public image.
Speedy response – The time it takes a customer to respond to an email is the time it takes to read an email and click a mouse, which most customers will do on the day of sending.
So there we have it. Have you got your email marketing campaign up and running yet? Click the following link for more examples of our email marketing campaigns, or the link after to read more on our email marketing services.