8 Benefits of E-Mail Marketing
for Professional Services Firms
Email marketing is utilized by thousands of businesses. As new marketing techniques and strategies pop up almost daily, email marketing has managed to do more than keep its staying power as a prime marketing element. It is one of the most popular forms of marketing in companies within a variety of industries – including professional services.
Email is a critical and highly effective part of an engagement marketing strategy—a strategy that’s focused on communicating to your customers and prospects in a personal way — at the right time and with the right message. Today’s marketers need a combination of eye-catching design, clever text, and attention-grabbing headlines to engage today’s consumers
In the professional services and technology sectors, email specifically helps focus the reader’s attention on areas of your company’s expertise and sparks discussion on a topic that is important to them.
Here are 8 benefits of E-Mail Marketing for Professional Services Firms.
8. Low-cost way to increase Marketing Focus
One of the obvious benefits of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid for exposure in newspapers, magazines or television channels. Today, there is software to automate, track and evaluate the entire email process. Although, there are costs for sending thousands of emails at a time, email is more cost-effective than many other marketing channels.
7. Target a specific audience segment
Email marketing is one of the few marketing elements that consumers ask to receive. Knowing the customers’ or prospects’ interests allows for a much more targeted message and call-to-action and therefore a higher conversion rate.
Many small to medium sized businesses tend to focus on limited geographical locations. Emails can be sent only to those living in certain areas. If it’s time for a promotion or a certain time for a service, an email can be send for only those who have shown an interest in the appropriate product or services.
Email list segmentation works even better for companies that track information about their customers, prospect and subscribers. Although not mandatory at the outset, using known insights improves engagement and conversion.
6. Calls to action are more effective
Email marketing is ideal for taking advantage of optimum or opportunistic timing. Whether different days in the year or different time in a day, sparking curiosity or timing communications with times of need can be accomplished easily with email. There aren’t many other marketing platforms which allow prospects and customers to go from learning about your expertise or offering to reaching out to you with a click of a button. Emails with a compelling subject line accompanied with a newsletter or blog link can drive sales leads like no other marketing approach.
5. Email campaigns use more basic technology
Email marketing can be scaled easily and doesn’t necessarily require a large team or technical support to be successful. Creating email campaigns with appealing looks, and imbedded video, images and logos are straight forward and won’t break the bank. Some of the successful campaigns utilize simple plain text emails, provided the content of the emails is compelling.
4. It is easy to track the results
Another key benefit of email marketing is that it’s easy to see what is working. Most email marketing software allows tracking of open, click-through and conversion rates, making it simple to spot how a campaign may be scaled or improved. The necessary changes may be made almost immediately too, whereas print or broadcast advertising requires substantially more effort, skill and money.
3. Your audience can easily share your message.
Your email audience can also forward the email to others very easily. Again, there aren’t many other types of marketing that can be propagated as easily as email. Before you know it, your audience can help introduce your business to new prospects or to a new, adjacent market segment.
2. Results are immediate
It is common for businesses see results within minutes of emails being sent. Although many recipient do not respond the first time, those that do respond tend to do so immediately. Offers with deadlines work well using email, as they create an increased sense of urgency to take immediate action. Broadcast or print campaigns can take weeks to launch and, even then, there is uncertainty around what actually worked.
1. It’s a great return on investment
The bottom line is that results are all that matters in business. The main reason that most businesses, including professional services and technology companies, invest in email marketing is the significant return on investment. The Direct Marketing Association estimated that nearly 1 in 5 companies (18%) reported an ROI of more than $76 per dollar in 2014.
When you consider the benefits listed above, it’s easy to see why email marketing provides extensive benefits. Perhaps it’s time for your business to take email marketing to the next level within your marketing efforts.
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