The Benefits of Email Marketing

Let’s face it; we’re living in a digital world, one that’s infused with technology, right at our fingertips. Clients and potential customers spend a considerable amount of time checking and responding to email from the office to home on desktop computers, smartphones, and laptops.


email from the office to home on desktop computers, smartphones, and laptops According to HubSpot, every day, 196.3 billion emails are sent or received, making email an appealing channel for marketers trying to reach their customers and prospects.

Email marketing is immediate, interactive and, measurable. And, when executed effectively email marketing can be impactful in nurturing existing client relationships as well as cultivating new ones.

Benefits include:

• A way to reach potential and existing customers in an organized and targeted way
• More cost effective vs. direct mail
• Real-time interaction
• Ability to communicate to your audience more frequently due to the ease of creating and distributing digitally
• Test marketing messages more easily
• Pass along to friend or colleague
• Tracking of user engagement
• Environmentally friendly

With email becoming the main way most communication occurs in the business world, it’s important to make an impression. Here are five best practices:

1. Use a recognizable and trustworthy "from" name
2. Keep your subject lines concise and to the point
3. Create clear, relevant, and concise content that fulfills the subject line
4. Integrate engaging visuals
5. Incorporate a call-to-action that’s also click-through

Measuring success:

• Open rate (Validates the email addresses used. A message is considered opened when the contact views the email either in full view or in the preview pane.)
• Reads (A message is considered “read” after the contact held the message open for five seconds or longer.)
• Click-through rate (evaluates the relevancy of the content and the value to the customer)

So, how will email marketing affect your overall marketing strategies?

Email provides a tried and true channel that can deliver excellent results. To learn more about how LMI can help you with your email marketing efforts, email tbellanca@lmiadvertising.com.

And, while email marketing has so many benefits, direct mail can also play a roll in effectively communicating with an audience. Stay tuned for an upcoming blog article on the benefits of direct mail marketing.

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