Email marketing is often considered the least understood media channel, but is one of the most important marketing tools for gaining leads. Why is this?
Email marketing is a way to engage your customers in a mutually beneficial conversation. It paves the way for your business to create a positive experience for customers, as well as a chance to address their problems to prevent negative experiences. That is why it’s essential to come up with current email marketing strategies which can adapt to the current needs of your customers.
Taking time to develop your email marketing strategies will allow you to keep customers engaged, improve lead generation, and boost your overall ROI. Read on to find best practices from New Zealand’s leading digital marketing agency.
What are email leads?
Email leads are those people who share their contact details with a business, usually through opt-in forms that are filled out on a company’s website in exchange for a free gift (e.g., an e-book, or a small discount).
Email leads form the foundation of any email marketing campaign and are important for any business. Through permission marketing, they can be nurtured into loyal customers and can become a key source of revenue for your business.
Why an effective email marketing strategy is important
According to data from statista.com, there was Photo Editing Services a total of four billion email users worldwide in 2019. On top of that, the number of email users is expected to grow to 4.6 billion by 2025. In a recent study, Growcode.com also reported that the ecommerce conversion rate from email traffic alone made an average of 5.3%, which is higher than averages for traffic from search, direct, and social media. The research identified email and referral (5.4%) as the best-performing acquisition channels. In comparison, the conversion rate of social media came to 0.74%.
This data proves that optimising your email marketing strategies can be a lucrative opportunity for businesses. It’s also important to note that ecommerce conversion rates by traffic source (social media, email, referrals) will have different levels of effectiveness, depending on the industry. With this in mind, we recommend that you take note of which media performs best for your industry and in your country, offering the highest CTR for your business.
Email marketing best practices (the basics)
Implementing both long-term strategies and applying new tactics to your email marketing can help your business build stronger relationships with your customers and gain new prospects. Below are some of our email marketing best practices that you can use to drive a steady stream of leads to your business.