With the myriad of marketing options that exist today, many business owners push the idea of email marketing to the side. This can be an error in judgment since studies have shown that the use of email is still an effective means of reaching repeat and potential new customers. There are several advantages to using this tried-and-true method, so the next time you create a marketing plan consider adding email marketing to your list. 

Subscription Options

One of the most effective methods of email marketing is using a subscription method. When a potential client or customer visits your website, provide the option to sign up for an email list. As new information, products, or offers roll out these potential customers can be the first ones informed. Marketing this way requires a healthy balance since oversaturation of contact or constant limited-time deals can be a turnoff to some consumers. 

Focus Groups

Information sent through email does not have to be one-size-fits-all. In many cases, repeat customers need different information than potential customers. Leads obtained through marketing events may also need different information than those referred by existing customers. An email marketing campaign that has been well-planned can divide customers into several different categories and send marketing materials accordingly. Customers who sign up for your email list already have an interest in your service or products, so they may be treated differently than a more cold-call marketing campaign. This ability to customize the focus is an advantage to sending marketing materials through email. 

Outreach Convenience

A major advantage of email marketing campaigns is the convenience of the delivery method. Unlike physical mail campaigns, no printed materials are needed. Information can be rolled out quickly if needed, which is especially important for time-sensitive materials. If your leads have been well-sourced then the cycle of sales can be reduced due to the delivery method and outreach speeds. 

Return on Investment

As far as marketing delivery methods go, email campaigns can be one of the most cost-efficient. Handling some of the marketing in-house using your marketing professional is the least expensive avenue, but outsourcing an email marketing campaign can be an excellent return on investment. Not only do third-party companies create dynamic and customized campaigns, but they also track the effectiveness of these campaigns on sales and repeat customer contact. 

Email marketing campaigns continue to be viable delivery methods for small business information. When designing a marketing plan, don’t count out the effectiveness of using email.