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The Top 5 Benefits of Email Marketing

April 1, 2012
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1. Increase Your Sales Conversion

Regardless of how good your product or service is, in reality most visitors to your site won’t convert into sales on their first visit.

In fact, research indicates that it takes the average shopper up to nine visits before they’ll make a buying decision. In other words, every effective sales process requires an element of repetition.

If you’ve got your customer’s email address, you get a second chance to sell. You can email with:

– Your monthly newsletter

– Information about new products

– Special offers and discounts

The bottom line is, capturing an email address gives you a ‘Plan B’ and allows you to follow-up with someone after they’ve left your website.

2. Generate Repeat Sales

Getting new customers is hard work – it’s also really expensive.

In fact, it can be up to eight to ten times more expensive to acquire a new customer than to sell to an existing one. To acquire new customers, you have to factor in the cost of advertising, educating and selling to them.  Therefore, a big chunk of the initial sale is simply recouping the costs you’ve outlaid to get the customer in the first place.

And while new sales are great, we can’t emphasize strongly enough the value of repeat sales. Too often, businesses focus only on the initial sale and forget about the lifetime value of a customer.

Keeping in touch with customers on a regular basis via email allows you to generate repeat sales which can be up to four times more profitable than the initial purchase.

A good email marketing campaign will increase the frequency of repeat purchases from your existing customers.

3. Up-sell and Cross-sell Products & Services

When appropriate, email provides a great opportunity for you to up-sell and cross-sell your products and services.

For example, if you run a website that sells bread, your customers may also be interested in cheese and jam.

By using simple email marketing it’s easy to create a series of email messages  that will automatically follow-up with offers that are suited to your customer.

This basic technique by itself can easily add an extra 30% to your average order value and is used by almost all major companies online.

4. Gain Valuable Feedback from Your Visitors

Customer feedback is an invaluable tool for any business. This feedback allows you to determine:

– What products and services to provide

– Who to target

– What the market is willing to pay

Email in particular provides your customers with a unique opportunity to give honest feedback. Unlike face-to-face interaction where people can be shy about voicing their true feelings, email allows them to get right to the point.

By using email as a feedback tool you can adapt to what the market wants and improve your business.

5. Drive Web Users to Make Offline Purchases

Surprisingly, email marketing is often a catalyst for web users to go and make a purchase offline. When surveyed, 59% of email users said that they have made a purchase offline after receiving an email promotion.

Why? Sometimes a user will find something they want online but they need it straight away and can’t afford to wait for delivery. Other times, the product might need to be demonstrated (like a treadmill) and they want to see, touch and feel the item.

If you run a conventional offline business you can use email marketing to drive foot traffic through your door.


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