Email Isn’t Dead: The Top Benefits of Email Marketing in Today’s World

30th May 2023 - Last modified 4th July 2024

By Bree Foster, Science Writer.

If you want to connect with new customers and keep your current ones coming back for more, email marketing is the way to go! It’s fast, flexible, and incredibly cost-effective. However, it’s not enough to just send out any old email. Your campaigns need to be well-crafted and targeted to get the results you want. So, don’t miss out on the amazing benefits of email marketing that we’ll be sharing in this blog, along with some expert tips to help you maximise your Return on Investment (ROI)!

Should You Be Using Email Marketing? Yes!

As marketeers, we’re always on the lookout for new and innovative ways to connect with our audience. Webinars, video campaigns, and social media posts are all powerful ways to engage with customers. However, in our quest for the latest and greatest, we shouldn’t overlook one of the oldest and most effective strategies in the modern marketing playbook – email marketing.

In the world of life science marketing, email remains a critical tool for reaching the right person at the right time, whether it’s to promote a new product or showcase the knowledge and expertise of your business. With email, you can be sure that your message will be waiting for your audience in their inbox, ready to be the first thing they read in the morning. More importantly, email is a versatile marketing tool that can support the entire customer journey, from building awareness and consideration to facilitating decision-making, and developing a lasting relationship.

Regardless of the size of your business, incorporating email marketing into your marketing portfolio is a no-brainer. But to make the most of these benefits, you need a solid email marketing strategy that leverages the unique strengths of this tried-and-true marketing channel.

Benefits of Email Marketing: Tips and Strategies

1. Maximising ROI: Why Email Marketing is One of the Most Cost-Effective Marketing Channels

Email marketing is the most cost-effective marketing strategy available to businesses today due to its affordability. Since email marketing is generally free (at least in the beginning stages), it’s perfect for businesses to start and develop their marketing strategy and increase brand awareness.

Additionally, email marketing is highly effective, making it an excellent choice for businesses looking for a low-cost marketing strategy that can deliver significant results.

Once a company has a large mailing list or wants to incorporate more elaborate campaigns, they can start investing more into their email marketing by incorporating analytics, A/B testing, and more.

2. Measuring Success: Using Metrics and Analytics to Evaluate the Impact of Your Email Campaigns

One of the key benefits of email marketing is that it is highly measurable. By tracking important Key Performance Indicators (KPIs) such as bounce rate, click-through rate, and unsubscribe rate, you gain valuable insights into what is working and what isn’t. Armed with this data, you can make data-driven decisions that drive continuous improvement and ultimately lead to higher returns.

Tip: Are you aiming to generate leads, increase sales, drive website traffic, or promote brand awareness? Setting specific and measurable goals makes it much easier to evaluate the success of your campaign!

One of the most important aspects of email marketing is striking the right balance between sending too few or too many emails. Too few emails can result in missed opportunities, while too many emails can irritate your customers and lead to a higher unsubscribe rate. Using analytics can help determine the ideal number of emails to send each month, maximising ROI and keeping your customers engaged.

3. Gaining Customer Insight: Collecting Feedback and Surveys

Collecting feedback and surveys through email marketing can provide valuable information for companies looking to improve their products, services, and customer experience. By gaining direct feedback from customers, including their preferences, opinions, and recommendations, companies can refine their marketing strategies (and even their product/service offerings too!) to improve engagement and drive conversions.

By listening to customer feedback and addressing concerns or necessary improvements, companies can not only identify areas for product or service improvement but also increase customer satisfaction and loyalty. This, in turn, can lead to higher retention rates and increased customer lifetime value.

4. Increase Website Traffic: Use Emails to Link to Website Content

Websites are a great tool for businesses to showcase expertise, services, and products, however, it can be difficult to convince customers to visit. Email marketing campaigns are a powerful tool for increasing website traffic. By including direct links to your website in your email campaigns, you can encourage customers to visit and engage with your content.

In science marketing, a key strategy is to incorporate compelling calls to action within your emails that prompt subscribers to visit your website to learn more about your products or services. This can be achieved through newsletters and press releases, in addition to linking to more educational pieces such as recent blog posts, articles, or white papers that showcase the knowledge and expertise of your business. One of the great benefits of email marketing is that it can be versatile and targeted. By utilizing this approach, you can remind your customers of the valuable and informative content you consistently produce, fostering their engagement and establishing your business as a trusted source of information in the science industry.

If you’re unsure how content marketing can help your business, check out our blog!

5. The Power of Personalisation: Using Email to Deliver Targeted, Relevant Content to Your Audience

Last but certainly not least, the greatest benefit of email marketing is providing personalised material directly to your customer, enhancing brand awareness and customer engagement. This is where you can make email work most effectively for your business. Email marketing offers brands a channel to quickly and easily communicate the right message with an engaged, likely permission-based, audience. It allows brands to carefully consider what they want to say, the visuals and content they wish to use, and how to deliver it in a non-invasive way. Tip: Incorporating features like GIFs and live content has been shown to increase customer engagement, so don’t be afraid to experiment! [1]

Many companies personalise their emails by using their subscribers first names but you can go even further by also integrating their specific job title, past interactions with your site, purchase history, research topic, and previous emails they’ve interacted with. This increases the likelihood of customers not only opening the email but clicking beyond as well.

For B2B email marketing, this is doubly important! B2B email campaigns targeting life sciences companies require a tailored approach since professionals in this industry typically possess extensive education and hold technical positions. For life science content, B2B emails should emulate a peer-to-peer exchange, conveying a sense of expertise and showcasing your genuine desire to enhance workflow. Whether through educational content or product offerings, these emails should resonate as valuable contributions from fellow experts eager to facilitate progress within the industry.

This approach can help you to not only improve response rates to your direct marketing campaigns but also build meaningful relationships with your customers. Moreover, personalised emails are more likely to avoid being labelled as spam and make it into the inbox folder. If you’re not sure about your email’s deliverability, you can always use spam filter tests to check.

Optimise Your Approach… with us!

Unlock the true potential of your email campaigns with the help of a seasoned agency. Say goodbye to the guesswork and harness the expertise of professionals who have successfully executed countless email campaigns, yielding remarkable results.

With our wealth of experience and strategic insights, we can optimise your campaigns, enhance engagement, and maximise conversions. Trust the professionals to handle the intricacies of email marketing while you focus on growing your business.

Take a step towards email marketing success and let the experts handle the rest!

References

[1] The ROI of Email Marketing [Infographic] [WWW Document], 2022. Litmus. URL https://www.litmus.com/blog/infographic-the-roi-of-email-marketing/ (accessed 24.3.23).