Compared with direct marketing methods such as direct mail advertising and telemarketing. The advantages of Email marketing are reflected in eight aspects:
3. Promotion of customer relationship
4. The satisfaction of individualized needs of users
5. Respond and shorten the marketing cycle
6. Easy to check marketing effects
Let’s discuss the points
1. The cost advantage of Email marketing
According to the findings of eMarketer, a US market research firm, the most important feature of email marketing is its low cost and significant results. The information in the table below also shows that both license-based email and unsolicited spam cost much lower than traditional direct marketing methods such as direct mail or telemarketing.
According to the current situation in the country, a 3-minute local call is about 3 Taka (BDT); the price of some ISP-provided email advertisements is sent once for each email address. 0.06 Taka (BDT), the higher the degree of positioning is also more than 0.9 Taka (BDT). As for companies sending their own emails, the cost will be lower.
Now, there is another direct marketing method that is also low in cost. It is developing, that is, mobile phone short message (SMS). The current price is sending a text message of 0.50 Taka (BDT). The user receives free, but due to the short message The amount of information carried is very small, and the communication protocols. User licenses and related regulations between different networks are still not perfect. SMS marketing is still in its infancy.
2. Email marketing has a high response rate
Besides to low cost, the most important thing about email marketing is its high response rate. Although the response rate of Email marketing has decreased in recent years. It is still more effective than other marketing methods. According to a survey conducted by online advertising company DoubleClick. The average click-through rate of email marketing in all industries in the third quarter of 2019 was 8.5%. The highest of which was in the consumer products industry, with a click-through rate of 10%9.
3. Promote customer relations
Different from the general product promotion methods, Email marketing promotes the promotion function and promotes customer relationships. Sending electronic publications as an example, studies have shown that the electronic publications provided on the website are better than the marketing effects of the website itself. The important reason is that there is not only one-way information transmission between electronic publications and users but also establish a channel of communication between the website and the user. By sending the information to the user’s mailbox via an electronic publication the user will have a long-term relationship with the website. In promoting customer relationships, users’ loyalty to the website is more reflected in the information or services provided by the application website. Only when users need to get certain information or services. Your audience will visit the website even if they visit it every day.
4. To meet the individual needs of users
Licensed Email Marketing can provide users with personalized service information. Users can pre-select useful information according to their own interests. When they do not need this information, they can withdraw at any time and stop receiving it. Therefore, in email marketing, users have the initiative to choose, because the information they choose is related to their own interests and needs. So they pay more attention to the received information, which is the better effect of licensing Email marketing. The basic reason. Because of these advantages of email marketing, Email has not only become an important means of online marketing but also helps brand promotion and sales promotion. It has also become an important tool for maintaining and improving customer relationships and customer service.
5. Respond and shorten the marketing cycle
E-mail delivery time is unmatched by traditional direct mail advertisements. Depending on the number of e-mails sent, it takes tens of seconds to several hours to complete tens of thousands of e-mails. Similarly, undeliverable e-mails. It can also be returned immediately or returned within a few days, and a marketing cycle can be completed in a few days. The direct mail delivery time is usually 3 days or longer. Even in the same city, it usually takes more than 1 day to arrive. From the start of the letter to the recovery of all the bounce letters, it may take more than one month. Although telemarketing can also convey information to target users. It is unrealistic to make tens of thousands of calls within a few days, at least taking up a lot of human resources.
6. Monitoring of marketing effects
Regardless of the marketing method, accurate and real-time effect monitoring is not an easy task. Honestly speaking, Email marketing has greater advantages and can check several evaluation marketing effects data according to needs, such as delivery rate, click Rate, response rate, etc.
7. Relative confidentiality
Compared with other marketing activities such as media advertising and public relations. Email marketing does not need to make a big fanfare. The information is sent to the user’s email address, which is not easy to attract the attention of competitors unless the competitor’s email address is also on the mailing list.
8. Targeted and reduced waste
Licensing Email Marketing can send emails to potential users, and marketing costs are reduced compared to other media ads that are not targeted to serve ads. Due to the advantages of email marketing, the email marketing market has grown year by year, and even the traditional direct mail advertising market has been threatened.