The Importance of Email Marketing

Posted by Drew Himel

March 6, 2013 at 1:16 PM

An Essential Tool to Generate Leads

Email marketing Email marketing is one of the most effective techniques available, and it’s also one of the most misunderstood.

When done correctly, email marketing can generate and nurture leads, and build brand recognition. Additionally, a strong email list can become an asset for the company.

Lead Generation

Successful email marketers give something away to people to get them to opt-in to their email lists. The free item really depends on the type of business you run. For instance, if you own a restaurant, you might give away a coupon for a free appetizer. If you own an online business, you might give away a digital item, such as a free eBook or a video series.

When people sign up to get the free item, they are basically showing an interest in your business. That means the person is no longer just a visitor. He or she is a lead.

If you are able to do this successfully, you will generate a lot of exposure, which will help your businesses grow by leaps and bounds. Thus, it’s incredibly important to use email marketing to generate leads.

Nurture Leads

Businesses have a great deal of success using email marketing to nurture leads. Basically, when someone subscribes to your list, they are showing an interest in what you have to offer, but are not committed to making a purchase. You can nurture them through a series of emails. Each email should bring them one step closer to becoming a customer.

As you send out the emails, you can check your statistics and segment your email list. Then, you will be able to send the right content to the right people. That will make it easier for you to nurture your leads and move prospects through the sales funnel. If you do this correctly, you can make a lot of money with email marketing. Since businesses need money to thrive, this is incredibly important.

Branding

Some businesses completely forget to use email marketing for branding and that’s a huge mistake. These businesses just use it as a sales tool. Because of that, they miss out on something very powerful.

Businesses that brand themselves are worth so much more than the products they offer. They are trusted and recognized, which means they will have staying power.

You can easily brand your business and build trust by sending lots of great free content and helpful information to your list. Show them that you are there to help, and then occasionally work to make a sale. This will help you with brand recognition. This is essential, since it will allow you to be a power player in your industry.

Email Lists as an Asset

Your email list can be much more than a way to generate leads, make money and build your brand. It can also become an asset. This is especially true if you have a list full of people who have purchased items.

That’s because an email list that’s full of buyers provides businesses with long-term financial benefits. In order to understand this, let’s look at an example. Let’s say a new customer walks into your store. He’s never been there before. You have to convince him to buy something. You spend a lot of time with him, but he leaves without buying anything.

This goes on over and over again, until you finally make a sale.

Now let’s say you have an email list full of people who have purchased products in the past. You can send them marketing emails with a click of the mouse. Since they have already purchased from you, many of them will buy from you again. You won’t have to work for their business. They will keep coming back as long as you continue to provide them with quality products. Thus, they will become a powerful asset for your business.

As you can see, email marketing is an important part of any business. It doesn’t matter if you work in a brick and mortar establishment or online. You need to connect with leads and customers via email.

By Drew Himel

Topics: Branding, PCR Agency, Lead Generation, Lead Nurturing, Email Marketing