4 Ways Email Improves Marketing Campaign Performance

Every couple of years, a marketing thought leader predicts the demise of email. And every couple of years, they’re proven wrong.

Email isn’t going anywhere anytime soon. In fact, Radicati Group predicts more than 54 percent of the world population will have an email account by the end of 2017. And that number will rise by another 400 million by the end of 2021.

While it’s one of the oldest forms of digital communication, it’s long remained one of the most popular, economical and effective marketing channels. Email on its own is a powerful tool, but did you know it can also help improve the marketing campaign performance of other efforts, too?

Here are four ways you can use email to increase your marketing ROI.

1. Boost Attendance of Live Events

Whether it’s an online event like a webinar or live-stream of a special occasion or an in-person event like a party or festival, getting current and potential customers to register and attend organized activities can be a struggle.

But email offers an easy way to communicate the details of your event quickly, easily and unobtrusively. From initial invites to regular reminders and post-event follow-ups, an email campaign can make or break the success of small and large events.

2. Increase the Impact of Direct Mail

Like email, many marketers have also long anticipated the death of direct mail. But don’t be fooled: It’s still kicking. In fact, when done well, direct mail can be a great way to re-engage lost customers or reward your VIP customers with a special treat.

Adding email into the mix can be a highly persuasive one-two punch that keeps your brand top-of-mind and influences immediate action. Send an email to let contacts know they’ll be receiving a special something in the mail or follow-up your direct mail send with an email reminder of the snail mail offer.

3. Improve Content Distribution

There are certainly more than a few ways you can promote your content online. But unlike social, search and display ads, an email send is completely free and gets your content directly to the intended audience.

From blog posts and eBooks to videos and podcasts, email remains one of the most reliable methods of bringing eyes and ears to your brand’s content and supercharging your content marketing campaign performance.

4. Engage Customers Post-Purchase

While product lifecycle and length of time between purchases may vary by industry, the need to stay engaged with your customers does not. A significant portion of your marketing budget is likely dedicated to driving a purchase, but it’s unlikely you have as much to spend on keeping your customer engaged afterward.

Email is a cost-effective way to stay relevant and in touch and provide added value post-purchase. From tips on how to make the most of the product or service they’ve purchased to offers for supplementary items, email can help make sure the next time your customer is ready to buy, you’re their first choice.

While email is undeniably effective, it’s even more powerful when coupled with another marketing effort. By using email in tandem with other endeavors, you can increase engagement, drive customer loyalty and improve marketing campaign performance overall.

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