In recent years, digital devices and social media have transformed the field of marketing. Businesses no longer rely solely on radio advertisements, billboards, and print ads, but reach their audiences online through content, email, social media, and other types of digital marketing.
How can business owners take advantage of the benefits of digital marketing if they aren’t digital marketing experts? How can they know which marketing channels would best promote their product or service?
At a time when more customers are looking to shop online, digital marketing tactics have become an integral aspect of business. Let’s look at eight types of digital marketing that can help business owners promote their products and services in this digital age.
Email Marketing
Email marketing is one of the easiest, most effective types of digital marketing, as it consistently reaches an audience of regular customers and potential buyers. Many businesses send daily emails to their contacts, with over 100 billion emails sent and received around the world every day.
Advantages of Email Marketing
- Email marketing allows businesses to regularly update clients on new products and promotions. It also allows customers to find out when a company is offering coupons or having a sale.
- Emails can feel more personal than other types of digital marketing. Customers appreciate regular updates being sent to their inbox rather than stumbling upon advertisements.
- Emails can feel like a good balance for customers, as phone calls and text messages often feel too intrusive.
- Those who opt into email subscriptions tend to become active visitors to a website and regular customers of its products.
- When customers become regular buyers, they can be grouped into categories with other buyers who share similar interests, so email messages can be tailored to each segment of buyers.
Tools for Email Marketing
- Retail stores can ask in-store customers to provide their email address to receive a digital receipt, and then add them to a subscription list.
- When individuals are shopping online, coupons or promotions can be offered in exchange for an email address. This can be an effective way of providing incentive for reluctant subscribers.
- Some stores require customers to create an account, with their contact information, before completing a purchase.
Here are some of the most popular email marketing tools:
Email Marketing Challenges
One disadvantage of this type of digital marketing can be the specific process of getting individuals to opt into email subscriptions.
- In-person customers may bypass digital receipts in favor of paper receipts.
- Customers may be reluctant to provide their email address to businesses if they’re concerned about receiving an excessive number of unnecessary emails.
Future Potential of Email Marketing
Email was one of the earliest forms of digital marketing and is still one of the most effective. Email marketing is inexpensive and offers high return on investment (ROI). The average email marketing ROI is $44 for every dollar a company spends, according to Lyfe Marketing. Email marketing is predicted to grow and continue to yield further benefits for businesses.
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