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Top benefits of email marketing

Effective email marketing can offer businesses a range of advantages ranging from highly tangible revenue increases to softer benefits such as improved brand perceptions.

An email marketing strategy can help businesses:

Drive sales and build revenue 

• Effective email communication can help to maximise customer lifetime value
• Communicating the right information at the right time will help drive sales
• Email can help businesses acquire new customers (provided lists are used with care)
• Create opportunities for cross-selling and up-selling
• Drive traffic to website (the right kind of traffic)
• Drive offline sales and increase footfall in the physical store
• Generate conversions and repeat sales

Reduce costs 

• Email marketing is both cost-efficient and fast 
• Email marketing campaigns are relatively quick to produce 
• The right messages at the right time will help you retain customers – retention is much cheaper than acquisition 
• Email is much cheaper than traditional direct marketing

Increase customer satisfaction and loyalty 

• Relevant and tailored communications will score businesses points with consumers 
• A happier customer is less likely to defect to a rival 
• Build an emotional connection with your audience 
• Email affords excellent opportunities to remind customers of the benefits of a business’ proposition and the value they are getting 
•  Companies can exploit data (e.g. CRM and web analytics) to identify and meet needs of customer 

Improving customer intelligence 

• Learn from customer feedback 
• Email is a highly measurable channel 
• Email campaigns can be personalised and highly targeted for individual customers or behaviours 
• Integration with web analytics software can help this process 

Boost brand awareness and credibility 

• Effective integration of messaging and creative into broader marketing strategies is essential for successful businesses 
• A holistic customer experience and brand experience will enhance perceptions of your company and improve recall 
• Build relationships by engaging users in an efficient and entertaining way 
• There is an opportunity to exploit rich media to engage more effectively with customers, provided that this is done in a non-intrusive way