As an agency, should you be doing email marketing for your clients, even if it's not one of your areas of expertise?
The simple answer is yes. If you're looking for a cost-effective way to grow your client's customer base and turn a profit, you’ll find plenty of advantages to email marketing and very few reasons to avoid it.
It's customers' preference
With email marketing, you're more likely to start off on the right foot. People like things they've opted in for in the first place, which makes email marketing the preferred way to receive marketing materials for many customers.
It helps that email marketing is easily targeted to the right people, so that you are engaging with customers who are likely to be interested—they've usually opted in because they are either interested in your product, or in the information and expertise you can provide through your emails.
Email marketing is easily personalised, so its message can be laser-focused and appeal directly to the individual.
It's great for customer retention
Email marketing is the best way to follow up on customer interest and to keep in touch with existing clients. It encourages repeat business by easily allowing you to keep customers informed of your latest offers and product news.
In other words, email marketing is great for building relationships and helping you to retain your customer base.
It's the most cost-effective
Depending on the size of your mailing list, the cost of emails ranges from nothing to very little per email. So it's a great marketing option on a budget, compared to the costs of advertising elsewhere, making it the best option for small companies in particular.
Email has the highest median ROI of 21-23% (according to a 2012 study), measured according to cost per acquisition where email was cheaper than mobile, social media and internet display.
It's better than social media
According to McKinsey & Company, email remains almost 40 times as effective as Twitter and Facebook combined as a customer acquisition method.
They also estimate that the conversion rate of email is around three times higher, with the average order value standing at 17% higher.
It's easy to test and analyse
Your average email marketing service provider comes with a wealth of analytical tools so that you can measure click rates, conversion rates and the like, and evaluate which are your most successful campaigns.
Mailing lists or campaigns can also be split in order to do A/B testing, to help you discover which are your most effective emails. This allows you to continually test and improve your marketing campaigns.
As an agency, there's no reason why you shouldn't be doing email marketing for every client, as an effective part of their marketing campaign that will help them to grow and nurture their customer base. Email marketing is low cost, offers a high level of control, and is easy to set up.
Are you an agency and would like to offer email marketing to your clients? Winbox offer expert white-labelling packages allowing you to outsource all of the hard work.