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When it comes to marketing your on-line business it is more than likely that you’ll take on the more modern forms of communication via social media: From Facebook to Twitter and You Tube, often overlooking the power of good old-fashioned email marketing.

For many businesses, email marketing has often taken a back seat, instead opting to focus on the popularity of social channels, so the question is are they missing out?

It is proven that when it comes to the nitty gritty of sales conversions and driving those conversions, email marketing is the one channel that out performs the rest.


According to statistics from Market Cloud:
* 73% of marketers agree that email marketing is core to their business
* 20% stating that email marketing provides the primary revenue source
* 66% of consumers have made a purchase on-line as a result of an e-mail marketing message

So… whether these stats have convinced you that email marketing is far from dead, and proven the saying ‘Out with the old and in with the new’ is not always the case, the process of email marketing is pretty simple. If you’re not already on board then read on and hopefully you’ll think again.

How to conjure up an email marketing list?

Before you can start sending out emails, you’ll need to acquire a mailing list. The best way to achieve this for your eCommerce site is to build an opt-in list; creating one of the most valuable assets your on-line business will possess. Customers and subscribers have to give you permission to send them an e-mail, allowing you to communicate and engage with them for as long as they are interested in what you have to say. Our client Burble Baby do this with great effect offering a 15% discount code when the user signs up to be kept up to date with all the latest goings on.


According to Hubspot 80.8% of users report reading email on mobile devices, emphasising that responsive design is more critical than ever and is very much a necessity given the on-the go lifestyle we all lead.

Why take on email marketing?

The importance of email marketing is extremely valuable especially for start-up businesses as it’s a great method to keep in constant communication and establish relationships with your customers, whilst building your brand.

Key features of content used in email marketing include:

* Latest news about your business including new products
* Promotional incentives
* Rewarding loyal customers with a discount.
* Re-engaging with customers
* Targeted e-mail campaigns i.e. Birthdays messages
* Sharing content such as blogs and YouTube videos

Once you’ve built up your mailing list you’ll often require an EMS (email marketing service) provider, who will provide an on-line marketing solution to help you mange contacts, send emails and track results. Mailchimp is one of the most popular providers as it offers a forever free start-up package.

Undertaking email marketing can help you to drive traffic to your website, and compliment your social media channels i.e. directing the recipient to your Facebook page if you’re running a competition.

The key for any businesses is to build customer relationships and email marketing is the perfect platform to achieve this if done well.

So, despite the general consensus that email marketing is dead, it is still very much an effective channel to communicate with an engaged audience, and is proven to significantly impact ROI for retailers that are using it regularly.


by Tanya Wasiuta on 01/05/2015

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