In a nutshell, very! It consistently ranks as one of the best ways to reach customers yet for some reason it is regularly on the back burner when it comes to conversations about marketing. As a company who is keen on email marketing, we want to share with you exactly why this method is so effective.

There are numerous tools in the marketing toolbox for reaching customers. A lot of talk is centred around the use of SEO, social media, video marketing, and mobile engagement. However, we feel that email does not get talked about as much as it should, considering how good it really is when it comes to connecting you and your message to a target audience.

Reasons why email marketing is so powerful

  • Timeless – Unlike other marketing methods which have come and gone, email remains timeless. Email has been in use for marketing purposes since 1978 although it wasn’t until the 1990’s that usage became more commonplace. Since that point email marketing has consistently provided results while at the same time other platforms have disappeared; MySpace anyone?
  • High ROI – According to a Litmus survey earlier this year, the average reported ROI for email marketing is 38:1, which is much higher than the ROI of other digital channels. Email consistently has had a very good ROI over the years regardless of new platforms and channels rising and falling in popularity. A consistently high ROI should never be ignored for a marketing channel.
  • Reach – People often tout Facebook’s 1 billion active users as a reason to use the channel for marketing. Twitter also has a large user base of 255 million people. However, there are almost 4 billion email accounts. Every single user on a social platform such as Facebook, Twitter, or Instagram use an email to sign up for that platform. The reach of email is simply not comparable to other channels because email completely dominates the landscape.
  • Preferred channel – Studies have shown that email is the preferred contact method for receiving offers and promotional content, beating out snail mail, print and TV ads, and all social platforms and apps. In fact, texts, social platforms, apps, and videos have very low preference ratings at under 20% for each compared to email which is over 70%. This makes complete sense as email is one of the few places that is still easily controlled, and we have the expectation of receiving information and offers for products and services.
  • Open platform – Facebook, Twitter, and other social platforms are owned entities and as such can make changes to how they do business whenever they want. For example, if Facebook decided to update their algorithms to show less posts from brands you are at their mercy from a marketing perspective. Email, on the other hand, is an open platform. While Google owns Gmail, Yahoo owns Yahoo Mail and the like, because of the number of players in the game nobody can make a change that will drastically change the landscape of email. If you have built a fantastic mailing list, that asset stays valuable regardless of which email platform you are using.
  • Messaging – Messages are delivered much more easily compared to other platforms. On average, 90% of email gets delivered to inboxes while social media posts are only viewed by a small percentage of followers depending on notifications and settings of your followers. That means email gets your message out there to people more consistently. Additionally, email subscribers typically want the offers or information you are sending because they provided their email to you and have the option to unsubscribe. Feeds, on the other hand, sometimes include a business just because you viewed their website which means users are receiving unsolicited information.
  • Conversions – Email’s click-through rate is consistently higher than other channels. That means you are much more likely to get people to actually visit your site and consider an offer which means more conversions. Additionally, because email is much easier to monitor when it comes to opens, clicks and shares you can analyse performance better compared to other platforms.

In Summary…

The bottom line is that Email Marketing can be the most powerful marketing option in your arsenal. Obviously, it takes time and energy to develop a mailing list, learn about your audience so that you can craft the most effective messages, and selecting the best email marketing tools, but once you do the results are consistently better than every other option. The best part is how easy it is to get started. When you have limited time and resources available, it makes sense to prioritise your efforts around the tools that are the most effective.

If you’d like to find out how we can help you take the next steps with email marketing, call us now on 01548 857774.

No matter what your industry, it’s a competitive world out there! With so many businesses offering similar products and services, digital marketing techniques help different brands set themselves apart. One of the best ways to do that is with a killer landing page.

A landing page is can be linked to from your digital (or even offline) marketing. It is disconnected from the main site’s navigation and is meant to lead visitors to complete a particular action. Other than converting leads to customers, a good landing page increases SEO, collects user data, improves credibility, and increases brand awareness.

Landing page design is just as important as your overall site design. But because is incredibly diverse, there is no one-size-fits-all approach to designing your landing pages.

There is great opportunity for attracting and converting customers with these simple web pages. The conversion rates of the best landing pages in the travel industry, for example, can be as high as 25.1 percent. Significant!

Whether an airline is selling last-minute flights or a locally owned accommodation business is looking to fill last minute availability, businesses can take advantage of this well-known digital marketing tool.

When designing a new landing page to attract and convert visitors to your site, keep these five tips in mind.

Tip 1: Use a simple design

The purpose of the landing page is to entice visitors to complete one key action. What that action is should be easily understood by viewers and easy to complete. Because the purpose of the landing page is so narrow, it is important to eliminate anything that distracts the user from completing the desired action. Unlike other pages on the site, the landing page should be free of a navigation bar, side menu, or footer. Instead, all content on the page should focus on the call-to-action.

Simple design with deliberate placement of basic elements gets rid of visual clutter and draws visitors to reaching for the offered value.

Tip 2: Create a time-sensitive call-to-action

When a potential customer views your landing page, they should feel like they discovered an exclusive hacking secret that even the most elite web surfers have yet to find. But rewards are most satisfying when scarce and time-sensitive.

A call-to-action can entice a customer to sign up for a mailing list to receive the best deals, download an e-book with helpful tips about your industry, products or services, or to even purchase additional products to complement a previously made sale. Ways to encourage visitors to act on the call-to-action immediately include using a countdown timer or deadline for a particular sale, or offering limited quantity of what they were looking for.

Tip 3: Calls-to-action are mutually beneficial

Even though calls-to-action are meant to provide value to the customer, they are equally beneficial to the business making the offer. Asking a lead for their email address or Facebook profile is a great opportunity to collect information on who the typical customer is and what they want. Visitor data goes far beyond collecting email addresses and basic information. Calls-to-action allow businesses to gather data on user interests and demographics and predict what products or services customers would need or want in the future. This helps create efficiency in marketing and savings in advertising.

Make the most of what learning opportunities come with an effective landing page.

Tip 4: Always be testing, A/B testing

As consumer trends change, the content on any site should adapt. A/B testing is widely used to make sure that the content and web design of any page is optimal for attracting and converting visitors.

As landing pages are meant to convert leads into customers, they should always be included in A/B testing. From background color to headline copy, changing individual elements of a landing page can have a surprisingly major effect on conversion rates.

With frequent A/B testing comes more accurate data. With more accurate data, a business can better know its customers and provide a more personal experience.

Tip 5: Optimize landing page for search engines

Whatever product or service someone is looking for, they will most likely use a search engine to find the best deal. There is no reason a landing page that offers what they are looking for should not be one of the first search hits.

As with any page throughout a website, applying SEO best practices to landing pages is important. Keywords that potential customers search for should be included throughout the general content of the page, including the URL and image text. With a landing page making the first page of a search query, a business can guarantee more conversions.

So, in summary…

Creating an effective landing page is no easy task. Although there are several guidelines for design, digital marketers are always finding new methods to attract customer leads. Because the business environment is so diverse, there is no cookie-cutter template for landing pages.

When creating a landing page, remember to keep the design simple, create a clear call-to-action, use collected data to better understand customers, frequently A/B test elements of the landing page, and optimise it for search engines.

Following these simple and broad best practices can help turn casual site visitors into dedicated customers.

Next steps…

If you would like us to work with you to design and build your own unique landing pages, call us now for an initial chat. We promise not to blind you with any webby science and there’s absolutely no obligation! Call us now on 01548 857774.