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8 reasons why email is king

Author's avatar By Expert commentator 19 Jun, 2018
Essential Essential topic

Email is a marketing channel that has evolved over the years, smartly adopting new technology and adapting to demands of the changing times

Emails have been in place for around four decades now. It is a remarkably cost-effective way to build long-lasting relationships with customers and drive business growth. Marketers who can adhere to the principles of correct email marketing will surely be able to give more bang for the marketing buck.

Here’re the top reasons why emails reign the marketing world as a noteworthy medium.

Emails can be personalized for individual subscribers

Emails can simulate one-on-one conversation with your subscribers and impart a personalized experience to them. You can send real-time emails according to the triggers such as website activity, past purchases, cart abandonment, etc. It facilitates “marketing trinity”, that is, sending the right message (offer) at the right time to the right person.

See how ASICS sends an interesting cart abandonment email to recover the abandoned cart and convert the prospective customer.

asics

You can use email marketing at each stage of the buyer’s journey

Irrespective of the stage in which your prospective client can be placed in the buyer’s journey, emails prove to be an effective mode of communication to encourage them to purchase.

Have a look at this welcome email by Hope for Justice that is perfect for the awareness stage of a subscriber.

awareness email

Emails can be tested before hitting the Send button

Email A/B testing helps you create two variations of an email campaign and evaluate the metrics like open rate, click-through rate, bounce rate and unsubscribes. You can test the email copy, segmentation or personalization with the A/B testing tools and send the best option.

You can test the following elements (to name a few) for your email campaign:

  1. Subject line
  2. Placement of the Call to Action
  3. The layout of the template
  4. Images
  5. Offer

Interactivity and Animation has given emails a complete makeover

There has been a drastic advancement in the world of email design since its inception as an electronic messaging service in the 1970s. Animations like GIFs and cinemagraphs, gamification, slider, menu, accordion, collapsible carousel, flip effect, etc. are being used extensively in promotional emails from various industries.

Not yet impressed to call email marketing the king amongst all marketing channels?

This delightful infographic by EmailMonks may have all the reasons for you to employ emails in your marketing channels.

What is Email Marketing? Benefits of Email MarketingSource: What is Email Marketing? Benefits of Email Marketing

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By Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

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