Email marketing is one of the most effective ways to build engagement and to gain repeat business. In the world of internet marketing, this form of marketing is widely considered to be more important than any other, including SEO or social media.
But what precisely does email marketing entail? Why is it so effective? And do you really need to incorporate it into your own business strategy?
Let’s start with some stats to get your attention.
Did you know that email marketing has a ROI (return on investment) of 4,300%? It huge not only because of all the potential yield but also because of how low cost it is to manage. For those in the food industry, all you need is an online delivery system and you can collect emails at no extra cost!
Did you know that 91% of consumers will check their email daily? So, if you have a restaurant and you send out an email about your latest new meal or special deal, then it’s going to reach 91% of your patrons within 24 hours.
Seeing as most of us get notifications on our phones, a lot of those people will see those emails right away. And that means that you can time precisely when and how you want to reach your audience: message late on a Friday and your business will be fresh in their minds when they’re thinking of somewhere to get some quick food!
It’s not just internet marketers that proclaim the importance of email marketing. When surveyed, companies respond that email marketing is more profitable than PPC, content marketing, mobile ads, social media, direct marketing or any other form!
Did you know that 66% of consumers over 15 have made a purchase as a direct result of an email they’ve received? Of course once they’ve done it once, they’re far more likely to do it again and again.
And here’s the thing: anyone signed up to your mailing list is going to have done so because they want to know more about your business. Nobody signs up to a fast food list unless they’ve eaten there or unless they’re thinking of eating there.
And therefore, everyone you message is a potential customer. You will be reaching the most targeted and engaged audience possible in a way that will maximize the likelihood of them making a purchase.
Of course, it also comes down to how you use the mailing list. And in this case, the best strategy is to message only when you have something genuinely good to offer: a real discount or a new menu that people can get excited about. Nudge your readers in the right direction, at the right time and then when the moment comes, it will be highly likely that they’ll order from you.
But if you don’t have a mailing list? Then you’re missing out on all of those potential opportunities and you’re losing out to all the other takeaways that do have one.