Email Marketing Is Still an Effective Digital Marketing Tool for Generating Leads

Email lists are useful for many reasons. If you have an internal client email list, then you already have valuable contact information that can be used to target marketing materials at people who have either purchased your products or have shown a predisposition or desire for your products or services. They're already primed to convert and are interested in what you're offering.

That’s one of the reasons email marketing has historically been one of the most cost-effective tools for generating leads.

Before the arrival of high-traffic social media platforms, email served as one of the top digital marketing tools to reach potential consumers and convert them to loyal customers.

While some people may be tempted to believe email campaigns are an afterthought in today’s digital marketing world, they actually continue to be an affordable and reliable way to generate leads, spark customer interest and increase conversion.

REV77 can help you target emails to relevant individuals who meet certain criteria that make them potential customers for your business. We can also develop content tailored to spark customer interest and promote conversion.

Email marketing allows you to quickly explain to prospective customers how you can solve a problem or meet a need they have. The combination of a compelling subject lines and streamlined, conversion-oriented content can result in click throughs to your website or a landing page and ultimately generate leads.

Compelling Benefits of Email Marketing

If you’ve skipped email marketing in favor of other digital marketing tools, now may be the perfect time to give it another look. With the rise of social media, sending old-fashioned emails may sound obsolete, but there are still many powerful benefits to including this communication method as part of your digital marketing strategy.

Through 2020 and 2021 we ran semi-regular monthly email campaigns for a non-profit animal sanctuary in Colorado. Some average stats included:

• 16.86 percent open rate
• 18 donation matches per campaign
• $582.60 donation per verified donor

There were many months during the campaign, which included an initial send and a follow-up reminder email to 200,000 recipients per month, when the client was generating between $15,000 and $20,000 in verified donations.

The campaign also captured more active, long-term leads, such as people who became repeat donors or monthly donors, and recipients who went on to adopt an animal for a much longer-term return for the client.

In that particular campaign, we targeted recipients who were most likely to donate to an animal shelter. This included:

• People who had previously donated to wildlife and charities
• High net worth individuals (usually over $13 million)
• Women between the ages of 40 and 55 years old

We’re also able to target those recipients on Facebook using names and postal addresses to serve them ads right in their timeline. This synergistic leveraging of multiple digital marketing tools for the same campaign allowed us to better reach likely donors with content tailored to pull at the heart strings.

What we accomplished for this non-profit can be replicated in virtual every vertical, from college admissions to plumbers looking for drain cleaning jobs to personal injury lawyers. There’s likely a strategy, and demographic targeting options, that will work for your business.  

Email Marketing Is Relatively Inexpensive

Emails are far less expensive than many other forms of traditional marketing and digital marketing. You can reach hundreds of thousands of potential customers for a relatively low price per recipient compared to other marketing mediums. You will also save a significant amount of money by not having to pay for paper, print and postage (not to mention email boasts far superior trackability of results in many cases).

Email Marketing Allows You to Analyze Results

You get transparent reporting data that gives you insight into key metrics, like open rates and verified leads through our Match Back reporting. That means your business can clearly identify the clients who came to you through the email, allowing you to easily determine your ROI. This type of reporting provides ideal transparency so you can feel confident the dollars you’re investing into our strategy are well spent.

Email Marketing Is Targeted Direct Communication

Email marketing allows for intricately tailored demographic marketing. You won’t have the same targeting options with other communication options, like TV or radio ads that are simply served to everyone who is watching or listening to that channel, many of whom have no interest in your products or services.

You can organize your email lists based on the demographic information of your audience, including age, gender, location and even their customer status (for example, cold lead versus loyal customer) and send different emails to different segments of your audience.

Email Marketing Helps With Brand Recognition and Brand Awareness

Email marketing may not always result in customers purchasing your products or services. However, consistent emailing, such as sending newsletters, promotional content, etc. can keep your brand in the customer’s mind. Once they do need the product or service you provide, your emails might jog their memory and prompt them to choose your business.

Email Marketing Tips

Understanding the benefits of email marketing is one thing, but crafting compelling content is another matter. Here are some content strategies we utilize that can help other small businesses who might be attempting a DIY email solution:

• Use the inverted pyramid method , which gives a reader the essential information first and follows with less-important details
• Come up with relevant and informative subject lines and headings
• Write short sentences
• Use bulleted lists and succinct language
• Choose large and easy to read fonts, preferably Sans Serif
• Customize your emails and include an individualized touch
• Don’t forget to include a call to action

Get Help From REV77 With Your Next Email Marketing Campaign

Our team has comprehensive digital marketing experience in helping a diverse array of businesses thrive in today’s competitive world. We’ll take the time to understand your needs and deliver a personalized marketing strategy. Contact us today for a free digital audit .