Businesses are continuously trying to find ways to keep their costs low. One of the main benefits of email marketing is that it is low cost and in some cases, free! Mailchimp offer a free subscription that allows a business to send 12,000 emails per month to 2,000 subscribers. Even if you do have more than 2,000 subscribers their package costs are still low.
Email marketing platforms allow you to segment your target audience according to certain factors, some include age, income, gender, location, interests and buying habits. Segmenting your target audience is important as it allows you to tailor your marketing more specifically to your customers wants and needs. Segmented campaigns have been proven to be more successful than non-segmented campaigns. The click through rate of a segmented campaign can increase by 100% compared to a non-segmented campaign.
Targets customers who are interested
Consumers ask to receive email marketing campaigns by signing up to your mailing lists. It is one of the only channels of marketing a consumer asks to receive. When a consumer signs up to your mailing list they are already interested in your brand and this gives you the perfect opportunity to increase your conversion rates.
Easy to create
You do not have to have design experience to create an email campaign. Many email platforms provide you with already made templates allowing you to create attractive email campaigns. Platforms such as Mailchimp provide a drag and drop facility making it simple to customise the templates.
A/B testing, also known as split testing, allows you to compare two versions of an email campaign by sending one variation to a subset of subscribers and another variation to a different subset of subscribers. You then analyse the variations and see which one is more successful. This then allows you to improve your email marketing campaign to increase your conversion rates. One example of a variation is having different subject lines to see which one if more effective in getting open rates.