In the world of digital marketing, traffic is a crucial component for businesses to drive sales and grow their online presence. However, not all traffic is created equal. Traffic that you own a.k.a. email subscribers, is often more valuable than traffic that is rented or borrowed, such as paid advertising or influencer partnerships. This is because traffic that businesses own is more sustainable and can provide long-term benefits, such as building brand loyalty and creating repeat customers: the key benefits of email marketing.
In this post, we will explore the benefits of email marketing through the concept of "traffic that you own" and why it is important for businesses to focus on building and nurturing this source of traffic, which is a core component of my Digital Growth System.
Cost Effectiveness of Email
Reduced advertising is one of the key benefits of email marketing.
Compared to traditional marketing tactics like print and broadcast advertising, email marketing offers business owners a more affordable and efficient way to reach a target audience. Compared to paid ads on online search engines like Google and Bing or paid posts on FaceBook, email marketing is a much cheaper option. Instead, businesses can create engaging content and send targeted messages directly to their subscribers' inboxes at little or no cost.
Paid advertising, on the other hand, requires businesses to pay for ad space on various platforms such as search engines, social media, and websites. The cost of paid advertising can vary depending on the platform, the target audience, and the length of the campaign. Paid advertising campaigns can quickly become costly, and their impact is not always predictable.
Email marketing offers a more predictable cost structure. Most email marketing software providers offer pricing plans that are based on the number of subscribers, making it easy for businesses to budget for their marketing costs. Additionally, businesses can control the frequency and content of their email campaigns, allowing them to optimize their spending and achieve the desired results.
Better returns with Email marketing
Another advantage of email marketing is its high return on investment (ROI). According to a study by the Direct Marketing Association, email marketing has an average ROI of 3800%, which means that businesses can expect to earn $38 for every $1 they spend on email marketing.
The ROI on paid advertising, when compared to email marketing, is nowhere near as good. While paid advertising can be effective in generating leads and sales, the cost of advertising can often outweigh the benefits. Paid advertising campaigns require businesses to constantly invest in advertising to maintain their visibility, while email marketing allows businesses to build a loyal audience and maintain a relationship with their subscribers over time.
Email marketing reaches a wider audience at a lower cost
One of the primary benefits of email marketing is that it allows businesses to reach a wider audience at a lower cost. Traditional advertising methods, such as television or print ads, can be prohibitively expensive for small businesses. Unfortunately, these traditional methods don't have the targeting capabilities that you have with email marketing.
With email marketing, businesses can send messages to a large number of people at a much lower cost. The cost of sending an email is cents on the dollar when compared to the cost of creating and broadcasting ads, as well as printing and distributing physical marketing materials.
In conclusion, email marketing is a highly cost-effective way for businesses to reach a wider audience. By leveraging the power of email, businesses can communicate with customers and potential customers in a personalized and targeted way, while also gaining valuable insights into their behaviour and preferences. Compared to paid advertising, email marketing provides businesses with a low-cost and highly effective way to drive engagement and ultimately scale their business.
Traffic That You Own - Better targeting, measurement and efficiency
Email marketing is a powerful tool for businesses to reach out to their target audience and achieve their marketing goals. With the help of sophisticated email marketing tools, businesses can segment their customer database and send tailored messages to each group based on their interests, past purchases, and behaviour.
This not only increases the chances of conversion but also builds customer loyalty by making them feel valued and understood. Furthermore, email marketing is a cost-effective and time-efficient way for businesses to communicate with their customers and potential customers, saving valuable time and resources.
In this section, I outline the befefits of email marketing, including better targeting, measurement, and efficiency, and why businesses should consider incorporating it into their overall marketing strategy.
Email marketing is more targeted
Email marketing campaigns allow businesses to reach out to a highly targeted audience. With the help of sophisticated email marketing tools, businesses can segment their customer database and send tailored messages to each group based on their interests, past purchases, and behaviour. This not only increases the chances of conversion but also builds customer loyalty by making them feel valued and understood.
By segmenting their mailing lists based on demographics, interests or purchase history, companies can tailor their messages and promotions according to the specific needs and preferences of each group. This approach ensures that subscribers receive relevant content that is more likely to resonate with them and increase engagement rates
Email marketing is highly measurable
In conclusion, email marketing is a cost-effective and efficient way for businesses to reach their target audience and achieve their marketing goals. Email’s low cost and high ROI make it an ideal marketing strategy for businesses of all sizes, especially those with limited marketing budgets.
Email marketing also makes it possible for businesses to track and measure the effectiveness of their campaigns. This is achieved through metrics such as open rates, click-through rates (CTR) and conversion rates. These insights enable marketers to refine their strategies continually by testing different subject lines, message formats and CTAs until they achieve optimal results while maintaining low costs.
While paid advertising can be effective in generating leads and sales, email marketing offers a more predictable cost structure, a higher ROI, and the ability to build long-term relationships with customers. As such, businesses should consider incorporating email marketing into their overall marketing strategy to achieve maximum results at a lower cost.
The efficiency of email marketing in terms of time and resources
Email marketing is an efficient marketing strategy in terms of both time and resources. Traditional marketing tactics such as print and broadcast advertising can be time-consuming and expensive. In contrast, email marketing is a cost-effective and a time-efficient platform for businesses to communicate with customers and potential customers.
Another example in which email marketing is efficient is how it allows businesses to automate the process of sending messages to their audience. With the help of email marketing software, businesses can create email templates, build campaigns and schedule the emails to be sent at specific times, and segment their audience sending targeted messages. Email automation saves time and resources that would otherwise be spent on manual outreach and follow-up.
Providing valuable data and insights into customer behaviour is another way that email marketing saves time and resources. Email marketing software can track open and click-through rates, bounce rates, and other metrics that help businesses understand how their audience engages with their messages. This information can be used to refine and improve future email campaigns, leading to more efficient and effective marketing efforts.
In conclusion, email marketing is an efficient marketing strategy that saves businesses time and resources. With the ability to automate messages, gather valuable data and insights, personalize communications, and reach a wider audience at a lower cost, email marketing is a powerful tool for businesses of all sizes. By leveraging email marketing effectively, businesses can connect with their audience, build brand awareness, and ultimately, drive sales and growth.
Using Paid Campaigns for Growing an Email List
We've established that email marketing has become an increasingly important tool for reaching out to potential and existing customers to build and maintain strong relationships with their customers.
One effective way to quickly grow an email list is through the use of paid campaigns. Paid campaigns on platforms like Google Ads help businesses to target specific audiences and quickly obtain new leads into their email list.
This section will explore the advantages of using paid campaigns to grow an email list, as well as highlighting the importance of targeting the right audience for successful campaigns.
Using Paid Campaigns to Grow an email list
Paid campaigns can be a highly effective way for businesses to quickly grow their email list. By investing in paid advertising, businesses can target potential customers, who may not have been aware of their brand or service. This also helps to increase brand awareness, as well as attract new leads to the business.
One common approach to using paid campaigns for email list growth is to run a lead generation campaign. In this type of campaign, businesses create a targeted advertisement that includes a call-to-action inviting viewers to provide their email address in exchange for a valuable offer, such as a free eBook, discount code, or access to exclusive content.
Once a viewer clicks on the ad and submits their email address, they are added to the business's email list. This strategy can be effective, because it allows businesses to quickly and efficiently add new leads to their email list that have expressed an interest in the product or service being offered by opting in.
Paid campaigns can also be used to target specific demographics or market segments that may be more likely to be interested in what the business has to offer. For example, a clothing retailer could run a paid advertising campaign targeting women in their 20s and 30s who have recently shown an interest in fashion or shopping online.
By using paid campaigns to target specific audiences, businesses can ensure that their advertising budget is being spent effectively and that their message is reaching the people most likely to convert into customers. This provides a better return on investment (ROI) of the campaign, and at the same time drives more sales.
In addition to lead generation campaigns, businesses can also use paid campaigns to promote their email newsletters or other content, such as a blog or podcast. Running targeted ads that promotes content, attracts new subscribers who are interested in receiving updates and information from that brand.
In addition to capturing email addresses, driving traffic to landing pages through paid campaigns can also increase brand awareness. By using consistent branding across the landing page and advertising, businesses can create a strong brand identity and increase recognition among their target audience.
Overall, paid campaigns can be a highly effective way for businesses to quickly and efficiently grow their email list. By targeting specific audiences and using valuable offers to attract leads, businesses can maximize the ROI of their advertising spend and drive more sales and revenue over the long term.
Targeting the right audience when using paid campaigns to grow your email list
Targeting the right audience is crucial when it comes to running paid campaigns to grow an email list. It's not effective to create and run an ad and hope that it will reach the right people. In fact, targeting the wrong audience can waste time and money, resulting in low conversion rates and poor return on investment.
One of the main advantages of using paid campaigns is the ability to target specific groups of people based on their demographics, interests, and behaviours. This allows businesses to reach the right audience to grow an email database that has the ability to make sales.
To reiterate this important point: targeting the right audience is critical when it comes to running paid campaigns to grow an email list. By reaching the right people with the right message, businesses can increase their chances of conversion and drive sales with subsequent email campaigns because your email database is full of hot prospects.
Engaging your audience with email marketing
In today's highly competitive business landscape, it's definately not enough to just have a large email list. Businesses must also focus on maintaining engagement with their subscribers to keep them interested in their brand and products. One of the most effective ways to do this is by providing value to subscribers.
Providing value can take many forms, such as sending newsletters with industry insights, offering exclusive discounts or promotions, providing useful resources and guides, or even simply sending personalized messages that make subscribers feel seen and heard.
When businesses provide value to their subscribers, they establish trust and credibility, which can lead to increased customer loyalty and repeat business.
This rings true with the information overload of current times, consumers are constantly bombarded with marketing messages and have now become discerning about who they are prepared to give their attention to and money.
In addition to building trust and credibility, providing value can also increase engagement and reduce the likelihood of subscribers unsubscribing or marking emails as spam. By consistently delivering content that is relevant and useful to subscribers, businesses can keep their brand top-of-mind and increase the chances of their subscribers converting into paying customers.
Moreover, providing value can also lead to increased word-of-mouth marketing and brand advocacy. When subscribers find value in the content they receive, they are more likely to share it with their friends and family, thereby increasing the reach of the business and potentially bringing in new subscribers.
Providing value to subscribers is a crucial aspect of maintaining engagement and growing a business's email list. By consistently delivering content via email that is useful in helping their subscribers go about their day, businesses can establish trust and credibility, increase engagement and customer loyalty, reduce unsubscribes and spam reports, and will also eventually start driving new business through referrals from customers.
Nurture leads and convert them into sales
Email marketing can be a highly effective tool for nurturing leads and converting them into customers. Here are some ways that businesses can use email marketing to accomplish this:
- Provide value: One of the most important things businesses can do to nurture leads is to provide value in their emails. This could include sharing industry specific helpful tips and resources or offering subscribers exclusive discounts and promotions.
- Segment their email list: By segmenting their email list based on factors such as interests and behaviour, businesses can send more targeted and personalized messages to their subscribers. This can help build trust and engagement with prospects increasing the likelihood of conversion.
- Use automation: Marketing automation tools can help businesses to send targeted and timely messages to email subscribers based on triggers such as website activity or email engagement. This can help to keep leads engaged with that business and move them along the varius stages of sales funnel.
- Use social proof: Social proof, such as customer reviews and testimonials, can be a powerful way to build trust and credibility with leads. Including social proof in emails can help to nurture leads and increase the chances of conversion.
- Include clear calls-to-action: Every email should include a clear call-to-action that encourages subscribers to take a specific action, such as visiting a landing page or making a purchase. By making it easy for leads to take the next step, businesses can increase their chances of conversion
Overall, email marketing can be an effective way for businesses to nurture leads and convert them into customers. By providing value, segmenting their email list, using automation, including social proof, and including clear calls-to-action, businesses can increase engagement and drive conversions.
Benefits of Email Marketing Conclusion
To sum up, owning your own traffic is an integeral part of the digital marketing strategy component of my Digital Growth Sytem. It offers businesses a level of control and sustainability that cannot be achieved with other forms of traffic.
By leveraging email marketing, search engine optimization, and social media marketing, businesses can attract and retain audiences that are interested in their products or services.
Furthermore, owning your own traffic can reduce dependence on third-party platforms and algorithms, allowing businesses to build long-term relationships with their customers and establish a strong brand presence. Incorporating owned traffic as a component of the three forms of traffic (owned, earned, and paid) is crucial to achieving marketing success in today's digital landscape.