What are the benefits to email marketing campaigns?


Email marketing works! Infact it does more than just work. Based on research conducted by the Direct Marketing Association, email marketing is said to return an incredible $48.29 for every dollar spent. That's more than double the average return for other forms of online marketing and more than six times the return from print media.

It is cost effective.

It is cost effective.


While the cost of actually designing your email creative can be comparable to printed direct mail, the big savings start when you consider there are no printing costs and you can get your message delivered for 5 cents per recipient. If you're using a template it can be used again and again without the need for any design or layout work.


It is immediate - no waiting!

It is immediate - no waiting!


Email generates an immediate response, instead of waiting for a subscriber to visit your site you can get your message to them when it counts. The majority of your recipients will see your message in the first 24-48 hours. Some open an respond withing the first 30 minutes. You don't have to wait for the postal system, which is a huge time saver.


It's relevant.

It's relevant.


Email makes it easy to segment your subscribers using a variety of criteria like demographics and past campaign behaviour (such as clicking a certain link). This way you can ensure your message goes to the individuals most likely to be interested in your offer. You don't have to use the old shot-gun method of shooting out hundreds of pellets and only hitting a few targets. By sending your subscribers relavant targeted information, you are likely to have much higher conversion rates.


It's completely measureable.

It's completely measureable.


More than any other form of marketing, email can provide actionable data on the results it generates. Keep track of who opened your email and when, what topics they were interested in, who forwarded it on to a friend, how many sales were generated and much more. You know that you won't be throwing money at something that doesn't measure up. The beauty is that you can see your ROI in simple pictures.


Something to bear in mind...


Like most things, you will only get true results from email marketing if you're prepared to put in the effort. It is incredibly important to get the foundation right.

Make sure every one of your subscribers gave acceptable permission to hear from you. Ensure the newsletter or offer is relevant to them and displays correctly in each email client. Make sure you use a reputable service to ensure the message gets delivered.

If you fall short in any of these areas then you may end up doing more harm than good, or even land yourself in legal trouble. Once you get the basics right you can start experimenting with more advanced email marketing techniques.