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email marketing

Email marketing may seem like an outdated method for growing your audience and increasing sales, but in fact, it can make a huge difference in your business operations. Email marketing is one of the best and most cost effective digital marketing tactics for businesses to utilize and we’ve listed seven reasons why below.

1. Preferred, Direct Medium

Email is a direct, professional medium where businesses can reach out to target audiences where they already have permission. Research suggests consumers prefer to receive messages about a product or brand promotion through email more than any other form of marketing. 

Think about when you open your email. You expect to see tons of promotional emails, most of them from websites you signed up with to learn more about. There are probably a few emails you’re really interested in, and you skim through the others to see what they’re offering. Help your business be seen by implementing the best strategies for your email campaigns. 

2. Convenience 

Consumers now, more than ever, rely on convenience. With email on our smartphones, which are always in hand, we can stay connected with our favorite brands, products, and services from anywhere. This means easily finding information you need when you need it, redeeming coupons and special offers immediately, and also being able to save information for later. 

3. Segmentation and Personalization 

Email segmentation is a great way to sort and filter your email list based on interests and preferences. Segmentation leads to greater email personalization, which will help convey a unique and targeted message to your audience. Utilizing segmentation and personalization tools through your email marketing platform ensures you’re delivering content that’s relevant to the consumer instead of overloading their inbox with content they may not find interesting. 

4. Reach

Obviously, our world has become increasingly mobile-focused when it comes to personal email usage. Most people with a smartphone have their email app downloaded. Many consumers also shop online as well, making email marketing an ideal tactic for reaching customers. A great benefit of email marketing is you can optimize the layout of your messaging and graphics to make it responsive and more appealing to consumers, which may drive an increase in online sales from mobile devices.

5. Features

Email marketing can incorporate a variety of features. Videos and images can be added to your emails with links underneath for specific products. All text can include links to specific landing pages on your website. Social sharing can lead consumers to your social media accounts. 

Emails can also be automated to be sent in response to consumer action, such as signing up for updates or making a purchase with your company. Emails are great because they can be planned and scheduled in advance to make sure your customers see timely information about your company, such as a holiday sale, at the exact time and date you want them to see it. 

6. Affordable

While traditional advertising efforts can be a large investment for small businesses, email marketing costs are minimal, and sometimes free, for small businesses. Email marketing pricing will vary depending on the size of your company and your marketing goals, but overall, it is a very cost effective form of advertising for your business. 

If your business is working with a smaller budget, email marketing is a great way to get your brand noticed and drive traffic to your website. If you do not have the in-house resources to create a winning email campaign strategy, outsourcing through an advertising agency or other professional marketing firm should be considered. These professionals know how to create an effective strategy, with strong messaging, and compelling graphics. Outsourcing can be a great thing and save you the expense of adding people to your payroll.

7. Measurable 

Lastly, since email marketing is a form of digital advertising, its results are easily quantified. With most email marketing platforms, you’ll be able to view how many of your emails were opened, which links were clicked, what actions the person took while viewing the email, and see if they shared it with their friends. These data are helpful in tailoring your marketing strategy to your audience and continually refining your message for ultimate success.  

As with any marketing strategy, you should expect to see data to reflect the time, money, and energy you spent preparing an email marketing campaign. If you’ve outsourced your marketing, campaign analytics should be explained by your advertising agency as soon as the campaign has ended. If your agency is not providing reporting to you, it may be time to find a new agency. After all, you should know the results gained from the money you spent. Check out some of our analytics services here.

Learn More

Lawrence Media Group is a creative marketing and advertising agency. We handle online and offline advertising and marketing needs for dozens of small businesses across the Southeast.

Give us a call at 678-428-7777 or email us at for more information. Our professional staff will be happy to answer any questions you have and develop a plan to help your business grow!

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