Using the right tool for the right job is critically important for achieving desirable results, but how do you know what the right tool is? You have to understand which tools are good at which task in order to get the desired result.

However, not all tools are created equally – especially in the world of modern marketing.

This post will prove that email marketing is the tool every marketer should use for success because of its many tasks that it just does better than traditional marketing.

Targeting Specific Markets

Sure you can hand flyers out for local motor repair companies at a busy intersection, put up suntan lotion banners at the beach or advertisements for a gym at the McDonald’s but all these options have a few major flaws:

  1. They can’t be updated or changed
  2. They can’t be personalized for each potential customer
  3. They are often one-way marketing conversations

Email marketing lets you personalize each email you send out, segment your contacts for more accurate targeting and create unique drip email sequences based on your customer’s response.

A 2014 marketing study found that personalization has proven to have great benefits such as 29% higher unique open rates and 41% higher unique click rates!           

The Best Bang for your Buck

Flyers are cheap to produce in large quantities and banners or sign posts last forever, or as long as your rent agreement – so what’s the problem? Here’s a few:

  1. Upkeep of banners and flyers
  2. Printing and reprinting costs
  3. Human resource costs

While this may be true, email marketing is so cost effective; other forms of advertising pale in comparison!

All email marketing requires is creativity, a trusted email service provider and some basic computing skills – all of which are free or inexpensive.

According to Experian, email marketing has the best return on investment ratio, with every $1 spent, $44.25 is the average return on your investment. All this can be done with a couple clicks, straight from your computer and on your own!

No human labour costs, no printing costs, no fuss!

Customer Research

With traditional advertising such as flyers, billboards or radio, the ability to improve your communications and adapt to what your customers want is guesswork at best; and firing in the dark is never a good idea.

  1. People discard flyers
  2. Billboards offer no interaction with clients
  3. Any kind of feedback requires a physical action from your target market to contact you

Not only does email sell your product, it helps you improve it for your target market!

Report functionalities from SharpSpring Mail + give you the option to track how customers interact with your email without them even having to contact you – and it does it automatically! In addition to this, you could always use A/B split tests to find out which email design performs better for which audience!

Marketing has come a long way since the days of television adverts, flyers and billboards. Email marketing has become the great equalizer. It provides a quality, effective tool at a fraction of the cost that anyone can use – and it does it better than its predecessors.

  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.