When you launch your digital marketing strategy, you often don't know where to start given the multitude of possibilities. Should you prioritize social networks, the website, SEO, advertising, or content? You can quickly feel lost and unsure of what to do next.

If you were to start with one thing, it should definitely be email marketing, and we will explore together why.

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6 Reasons to Adopt an Email Marketing Strategy

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1- A strategy that doesn't cost much

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When you decide to implement an advertising strategy on social networks, whether it's Facebook or Instagram, you already know that you will need to spend money every day to keep your campaigns alive.
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With email marketing, you don't have significant costs, as sending emails costs you almost nothing except maybe for an ESP, that is, an email database manager. This is a tool that allows you to securely store the email addresses you've collected and to send your emails. Today, several tools offer free plans (up to a certain number of seats) and allow you to access tracking data with KPIs to follow such as open rate, click rate, response rate, unsubscribes, most clicked links, and best-engaged contacts.

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Examples of email marketing tools:

• Mailchimp
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• Sendinblue
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• Mailerlite
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2- Email is always available and can be read any time

As soon as someone signs up to your email database (they request to receive your communications) and they do not unsubscribe, you can send them as many emails as you want. There is no time constraint unlike with Facebook ads that need to be validated before they are launched.

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Moreover, once your email is sent, you know where it lands, whether it has been opened, and if it has been read. If your email hasn’t been opened, you can send it again thanks to your manager. You can also resend an email to recipients who did not open your mail the first time.

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3- Segment your database to personalise your emails

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The whole point of having a good database (whether large or small) is to be able to segment it based on behaviour, tastes, purchases, etc. Your email manager allows you to gain a finer understanding of your audience and even better, it can help you know the position of your prospect in the sales funnel. The more a prospect interacts with your content, in this case, the emails you send them, the more you can personalize your message.

You are not going to address a prospect who is at the top of your funnel and who consequently barely knows you, in the same way, you would address a prospect who is mature enough to buy your product or service. Be creative in writing your emails, and use copywriting to write impactful messages that will attract your prospects' attention. Regarding this, we give more advice in our ebook on Retention and how to succeed in communicating regularly with your prospects.

Not to forget, by linking your website to your mail manager, you will be able to know which pages your prospect has visited, and what content they have read or downloaded, and thus send them emails. This is called retargeting, a very useful technique in marketing for making conversions. To make your campaign effective, it is best to segment your audience extremely finely and thus send emails that will be as personalized as possible. The more personal the email, the more likely it is to be read.

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4- Best return on investment

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A very important factor is that email marketing is one of the most profitable strategies, as for every €1 invested, you will recover on average €40.

It must not be forgotten that it is a medium that is requested by internet users since a large majority wish to receive communications or information from brands by email. This makes it a privileged channel for communicating directly and adding value to your prospects.

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5- Work and develop proximity with your clients

Emails are the digitized version of the mail that we receive directly in our mailbox.

They are sent to a person. That's why they must be personalized, otherwise, they end up in the trash. When you send an email, you are directly addressing your potential clients, which allows you to create engagement and closeness, as they can respond to you.

You are going to create interaction with your audience through the message you bring them. The notion of trust and personalization proves that they have a direct interest in your brand.

6- Email is a very good sales channel

Finally, emailing allows you to convert and generate leads. Be careful, you should not seek to sell at all costs in each of your emails. It is better to prioritize the Pareto principle which is to ensure that 80% of your emails are advice, articles that will educate your target and dedicate the remaining 20% to selling your product or service.

The goal is to get your readers used to opening, reading, clicking, and interacting with the emails you send them regularly so that later, they will want to do the same with your sales emails.

For your business, email marketing remains the best way to make contact with your clients and build lasting relationships over time. Now, all you have to do is deploy your email strategy!