4 reasons why email marketing is still relevant

With a drive on social media in recent years and an emphasis on content delivery to raise brand awareness, email marketing has taken a back seat as an essential marketing practice that built environment businesses need to spend time and effort with. Here we explain why email marketing is still as relevant today as it has ever been.

Firstly let’s look at what ‘email marketing’ actually means.

What is email marketing?

Email marketing isn’t spam. It’s also not a personal note from an old colleague either. It’s something in-between. Your clients or customers don’t give their information lightly so if used right - email marketing is a relationship building and profit-building tool. (source)

Why do we need email marketing? 

Checking your email daily is a natural routine for many. There are 4 billion email users worldwide, meaning over 50% of the world's population uses email (source) leading slightly ahead of the 3.96 billion people who use social media (source). Meaning there is a healthy active captive audience ready for effective email campaign marketing.

Here we set out 4 reasons why email marketing should still play part of your build environment business's marketing strategy.

1. Email marketing can reach customers in real time.

Email marketing is important for building relationships with prospective customers and provides you with the opportunity to speak directly to your audience and deliver messaging to them into their inbox at a time that is convenient for them. Rather than battling with algorithms with social media platforms an email allows the customer/ client digest your information at a time that works for them and means they don’t miss it.

Read more on the power of storytelling for your business here.

2. Email marketing is affordable.

The low cost of email marketing allows ECRM ( email customer relationship management) to provide a real return of investment. Setting up an ECRM tool for your website such as mailchimp or sender is a good place to start for little to no cost. If you think of your mailing list in turns of value having an email marketing strategy in place will help convert the value of that list into paying clients/customers.

See more on the best free email tools here.

3. Email marketing is easy to measure.

Most email marketing tools will offer the ability to track what happens after you have sent an email. You can track actions such as open rates, click through rates and unsubscribe rates to see how your audience is responding to your emails. This can allow you to learn what your subscribers want to know about and help plan an effective content strategy for future emails.

Read more on how data driven marketing can support your built environment business here.

4. Email marketing can increase brand awareness.

Social media isn't the only tool available to drive a brand's awareness. Possessing a client or prospect clients’ email address means they showed a level of interest in your business. Email marketing gives you the ability to increase that interest level, that brand awareness, by staying top of mind.

Read more on how to increase your brand awareness here.

Conclusion

Including email into your marketing strategy will allow your business to directly connect with your audience into their inbox. Email marketing is a low cost marketing strategy with a high return value. It will increase your brand awareness with a captive audience meaning a higher likelihood of a return of investment.

Are you a built environment brand and looking to start email marketing for your business?

Why not get in touch with us to discuss more with our marketing strategist.