Email marketing is a proven strand of marketing that produces ROI (Return On Investment). This is because, when combined with social media, it supports the development of a prospect into a customer.
The marketing funnel is;
Statistically, we know that it takes 6 -8 touches before a customer places an order for a product or make an enquiry for a business related service.
Email marketing can be used for a variety of prospect/customer related tasks:
- Brand awareness – simply keeping your name in front of the customer
- Providing relevant educational material about your products/services/industry
- Promoting a lead magnet (coupon, discount, free eBook, free training videos, offers etc)
- Sending out surveys
- Sharing important news
Great care must be taken to ensure that any message is timely and relevant. The other consideration is that you must have permission to send the email to the person. The General Data Protection Act in May 2018 requires strict adherence and so it is important that when collecting email addresses for email marketing that this permission is obtained.