Email marketing is incredibly effective for businesses to increase their client base for three reasons; everyone uses email, it’s perfect for follow up, and scalable.
Everyone Uses Email
According to a recent study from the Radicati Group
- Worldwide email use continues to grow at a healthy pace. In 2015, the number of worldwide email users will be nearly 2.6 billion. By the end of 2019, the number of worldwide email users will increase to over 2.9 billion. Over one-third of the worldwide population will be using email by year-end 2019.
- In 2015, the number of business emails sent and received per user per day totals 122 emails per day. This figure continues to show growth and is expected to average 126 messages sent and received per business user by the end of 2019.
There are many other recently conducted surveys that estimate white collar workers in the United States spend up to 6.3 hours a day checking their email.
While all the buzz is around utilizing social platforms like Facebook, Twitter, LinkedIn and Pinterest to reach new clients you can be pretty confident that email is by far the preferred method for business communication. Another strength of email marketing is that you can be confident people are engaged when reading their email unlike with social platforms where they are skimming through pictures of cute pets and inspirational sayings.
Email is Perfect for Follow Up
As with any sales process you need to build up credibility and trust with your prospective client. This rarely happens with just one exchange whether in person or online. Dependent on your business it may take up to 10 or more contact points before a client will be willing to trust you with an important part of their business.
The most successful face to face sales professionals are relentless in their follow up. The same is true with email marketing.
If you want to turn website visitors into paying clients you are going to have to have multiple interactions with them. Email lets you do that in a cost effective and highly trackable manner.
Nothing will ever beat personal face to face follow up. Unfortunately there are only so many hours in a day to meet with potential clients.
Email lets you scale as you build your prospect database. You can stay in front of hundreds of thousands prospective clients.
Because you can track and measure email, you can tell who is opening your emails, clicking links, filling out lead forms, downloading whitepapers, etc. That means you can change approach and improve your results based on facts. You can see what really works for you and build upon it.
That ability to communicate proactively, regularly and in a personal way makes email marketing an incredibly powerful tool for driving sales.
Are you a sales executive who is looking to identify key decisions makers? See how a software like E-Lumigent can help you identify, measure, and act upon the intent of your account based marketing. Give us a few minutes of your time and we’ll show you how quickly, easily and cost-effectively E-Lumigent’s customer analytics and marketing automation can identify in-play commercial business RFPs before your competitors. Get a FREE Demo