Email marketing is a powerful tool for driving more traffic to your website, keeping your brand top of mind and for managing customer relationships.
The majority of web site traffic is generated through email marketing campaigns. Visitors to your site may not have purchased products or services on the first visit, but are interested in your products and services and are still interested in what it is that you offer. By providing them with the opportunity to sign up for a periodic newsletter, you keep your products or services in the forefront of their minds. This helps to build brand equity.
Each time they receive a newsletter, they are more likely to re-visit your site and the probability of a sale increases. What’s more, if they feel that a friend or co-worker may be interested in your products or services, they may forward your newsletter encouraging them to visit your site. Over time, the process snowballs and you have succeeded in building perpetual online traffic.
According to Forrester Research, email marketing is alive and well. In fact, email lovers are some of marketers' most valuable customers. They spend more online, buy impulsively, pay for convenience, and tell others about ads and emails they value. Consumers who buy products advertised via email spend 138 percent more than typical non-readers, and over 50 percent of consumers who open and read email marketing messages are likely to purchase other items on impulse.
Jupiter research shows that email marketing is a very cost effective way of making sales. It is often said that it is far easier to sell a product to an existing customer than to acquire a new customer. It can also be argued that it is easier to sell to someone who is familiar with your business than one who is not. Email is a great way to build familiarity!
The responsibility of marketers today is to think strategically about how to incorporate e-mail into an overall marketing program and how to reap the benefits of a good e-mail program.