The online marketing toolbox is constantly evolving with an ever changing assortment of new and innovative marketing tools but in the hustle and bustle of the web do we often accept new and improved and scrap older mediums and throw the baby out with the bath water?
Permission based Email marketing is an established and proven marketing medium and it is still a relevant marketing tool. Most businesses though don’t use this important marketing method to its full potential. Email marketing offers three benefits that other mediums often miss:
- Top of mind awareness, and
- Customer loyalty
Today many businesses rely on inbound marketing generated by social media and network marketing. I believe that this is not a sound strategy and I recommend that businesses embrace permission based email marketing to compliment their inbound marketing strategies. This is even more important in the FMCG sector.
Don’t dismiss email marketing
Don’t drop or dismiss email marketing because you will abandon a familiar and accepted marketing method. People became accustomed to receiving flyers and catalogues in the mail, email marketing translated the familiar paper medium into a digital format and this was accepted by us all.
Email = Top of mind awareness.
People are creatures of habit, if you create a routine awareness of a brand or product it will become associated to their lives. Email marketing allows you to consistently and regularly bring your brand into people’s routine. Top of mind awareness plays a vital part in the decision making process when the consumer needs to make a purchase.
Well implemented email marketing builds customer loyalty as it allows you to compile dedicated lists of consumers and to communicate meaningful on-message information designed especially for them. This ability to offer committed customers special privileges, is important and the value of a list of clients who are dedicated to your brand is beyond measure.
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