Financial Data
Updated 30 Sep 2020

Old faithful: How email marketing remains relevant

Did you know that email marketing remains one of the most powerful forms of digital marketing? This is surprising, because email can be considered a little archaic in digital circles. 

Rhyse Crompton, 12 April 2017  Share  0 comments  Print

All the answers to your unique business lifestage questions

Business owners, staff members, and organisations’ decision-makers use emailing for important processes with regards to sales, project management, internal communication and customer relationship management – but do they really use it effectively?

Email marketing’s power lies in its ability to adapt. Information can be rapidly transferred over a network of contacts with everything from informal communiques, to sales content and links to websites or social media platforms. 

Related: Free marketing for business owners

Should I invest in email marketing for my business?

Yes, some hundred-thousand times yes. Email marketing allows the business owner to not only increase brand awareness, but also encourage brand loyalty among clients. As a small business owner, it is important to keep your handful of clients approving of your brand. There are a few ways in which email marketing can be used to put a smile on a client’s dial:

  • Emails can be traced and, in conjunction with a relatively simple CRM platform, you can see which emails resulted in a sale.
  • You can inform clients of specials, promotions or industry information when you want and how you want.
  • Email marketing is cheap. In fact, you can possibly start an email campaign for free if you do a bit of research.
  • Email marketing also allows you to kill certain leads. This means recipients of unopened mail or failed deliveries can be excluded from your sales funnel.

Can I manage my own email marketing campaign?

Yes. You don’t have to be a marketer, nor do you have to hire a marketing agency to run a successful campaign. Email addresses gathered through your sales cycle, or through catchment via online tools, can be stored on an email service suite.

At this point, communicating information that your clients will find valuable is a simple way of running a successful campaign.

Related: There’s more to email than just send/receive

The kinds of emails you should be sending to your clients

  • Have you thought about communicating a list of your services and products? Maybe include a few prices, and reasons why your product or service remains better than your competitors.
  • Customer relationship management should use emails as a primary way of communicating processes during and after a sale. This can include sending a client a form that needs submitting, or an invoice or receipt.
  • Are you running a special or a promotion on a product or service? Let your customers know by delivering a branded email.
  • Newsletters are still an important method of providing your clients with the ‘inside-scoop’ regarding the industry. Example: as a catering business, maybe your customers appreciate knowing what the top restaurants are in South Africa. This kind of information establishes your brand as an industry leader, and inspires loyalty to your brand.

I really don’t have the time or manpower for this

Not to worry. There are plenty of marketing agencies that specialise in email marketing for affordable prices. If yours is a start-up or small/medium sized business, then use a small digital marketing firm that can really afford to put in the attention that your brand deserves.

By outsourcing this work to your friendly digital marketing agency, you can be assured that all the fiddly requirements are looked after. An agency will always make sure that your mailing list is kept up to date.

A great agency will also make sure that you receive all the necessary reporting regarding the success of a campaign, or communicate issues that need attention. An agency will be as committed as you are to provide the correct information to your clients, so they will ask you to provide a quick and informative brief before branding, designing and sending out any emails.

Related: The ins and outs of email etiquette

Start now

You have little time to lose. Make sure that you sign up with a software-as-a-service today. Look at brands like MailChimp and Benchmark when looking for fun, carefully-branded mails. Alternatively, if you’re looking for that corporate B2B touch, why not try PinPointe.

You can also get in touch with that small digital marketing start-up. I guarantee that they can provide an email marketing campaign for you that is as great as (if not better than) that of a larger branding agency.

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About the author

Rhyse Crompton

Rhyse Crompton is a director of Optimal Impact, a digital conversion optimisation start-up based in Johannesburg. With a number of content marketing, SEO, CRO, social media marketing, and PPC marketing tricks up his sleeves, he is determined to take his business to the top of the digital marketing plateau. Alongside his business partner, Slindo Ngubane, the duo are passionate about assisting businesses of all sizes to improve their digital presence.

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