Justifying Email Marketing


I was asked recently by a client to justify email marketing as part of an overall marketing strategy. I love answering this question. Not because I like to show off but simply because I know it works and I have a list of clients I have worked with who would say the same thing. Email marketing is one of the best ways to promote your business, whether you are a one man band or a large corporate organisation. It’s quick, it’s easy, it’s simple, and it can help you reach large numbers of potential customers whilst still staying in touch with your current customers. As a communication tool it’s pretty hard to beat and here are some of my top reasons why I believe you should be considering it for your business:

Quick, easy and simple – setting up an email marketing campaign doesn’t have to be complicated. You shouldn’t need to have committee meetings or conferences about it. With a bit of advice you can decide on a target market, a strategy, put together some relevant engaging content and then you’re good to go.

  • Increased web traffic – a well crafted email campaign will draw traffic to your website. By embedding a link in your email to your website and having a great landing page you will see increased click throughs and if you have quality content, you are more likely to make that sale.
  • Informative – sending out monthly or weekly emails about special offers, discounts, business hints and tips will keep your customers informed, engaged and will keep them coming back for more.
  • Cost effective – no printing and postage costs. There is no cheaper way to keep in touch with your customers.
  • Voluntary sign ups – by having a great sign up facility on your website you can get visitors to your website to sign up for your newsletter or special offers.
  • Building relationships – having a regular dialogue with your customers is a great way to build loyalty and to make them feel connected with your business. This is essential for acquiring repeat business.

I could go on… but I think I have made the point. I love doing a job that I can justify and feel confident speaking about to my clients. By the way, the client I was speaking to agreed with me and I am now designing their first email campaign! Perhaps I do like showing off…

If you would like help in creating an email marketing strategy for your customers then please contact Hayley Cashmore on 0845 116 2723 or email info@threespiresconsulting.co.uk.

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