Leverage your existing customer base with email marketing
Source: https://www.bpp.org.uk/digital-marketing-email
Archived: 2026-04-23 17:09
Leverage your existing customer base with email marketing
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Email marketing
is a concept which has been around since postal services were first
established. Companies would mail flyers, brochures and sales letters, whether
cold mailing or by request, to prospective customers. Most of the letters sent
were actually quite similar, since copywriters tend to incrementally build,
develop and improve copies based on conversion rates. One legendary sales
letter written by
Martin
Conroy
in 1976 for The Wall Street Journal is estimated to have generated
about
$2
billion
in business for the publication.
Today, direct
marketing, which has evolved into email marketing, does not command the same
kind of aura it once did. Nevertheless, it is still an extremely powerful
digital marketing tool;
59%
of marketers believe email to be their most effective revenue generator!
Email marketing can generate revenues for businesses even when employees are fast asleep. Image courtesy of
Pixabay
.
What is email marketing?
Email marketing
entails leveraging existing client or subscription base to generate new leads,
increase engagement and improve conversion. Ultimately, email marketing helps
companies to make more money.
It’s important
to remember that when we talk about email marketing, we’re not taking of spam
bombing millions of strangers about miracle drugs. Instead, companies send
highly targeted emails to people who want to receive the e-mails, i.e., former
and potential customers. The pool of highly targeted prospects can be enhanced
by building a subscription database using informational websites and giveaways.
It bears
reminding that companies who participate in large-scale email marketing
campaign must always ensure that recipients of their emails want to receive
them. Otherwise, these companies are no different from Viagra-selling websites
hosted in Russia.
Is email marketing still relevant?
You bet it does. 86% of business professionals preferred mode of communication is by email. This probably explains the phenomenally high click-through-rate of B2B emails – 5.27%. That means, more than one in twenty prospects will open relevant emails sent to them. Can you imagine how many salespeople companies need to hire to achieve the same level of penetration?
How are emails collected to begin with?
Collecting emails or “list building” as it is otherwise known can be done in a number of ways. The easiest is to throw up an opt-in form on your site offering something of value in exchange for singing up. This will of course be more effective if you are already driving a large amount of traffic to your site through online ads, social campaigns or
digital marketing/seo services
.
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Skip to content
Email marketing
is a concept which has been around since postal services were first
established. Companies would mail flyers, brochures and sales letters, whether
cold mailing or by request, to prospective customers. Most of the letters sent
were actually quite similar, since copywriters tend to incrementally build,
develop and improve copies based on conversion rates. One legendary sales
letter written by
Martin
Conroy
in 1976 for The Wall Street Journal is estimated to have generated
about
$2
billion
in business for the publication.
Today, direct
marketing, which has evolved into email marketing, does not command the same
kind of aura it once did. Nevertheless, it is still an extremely powerful
digital marketing tool;
59%
of marketers believe email to be their most effective revenue generator!
Email marketing can generate revenues for businesses even when employees are fast asleep. Image courtesy of
Pixabay
.
What is email marketing?
Email marketing
entails leveraging existing client or subscription base to generate new leads,
increase engagement and improve conversion. Ultimately, email marketing helps
companies to make more money.
It’s important
to remember that when we talk about email marketing, we’re not taking of spam
bombing millions of strangers about miracle drugs. Instead, companies send
highly targeted emails to people who want to receive the e-mails, i.e., former
and potential customers. The pool of highly targeted prospects can be enhanced
by building a subscription database using informational websites and giveaways.
It bears
reminding that companies who participate in large-scale email marketing
campaign must always ensure that recipients of their emails want to receive
them. Otherwise, these companies are no different from Viagra-selling websites
hosted in Russia.
Is email marketing still relevant?
You bet it does. 86% of business professionals preferred mode of communication is by email. This probably explains the phenomenally high click-through-rate of B2B emails – 5.27%. That means, more than one in twenty prospects will open relevant emails sent to them. Can you imagine how many salespeople companies need to hire to achieve the same level of penetration?
How are emails collected to begin with?
Collecting emails or “list building” as it is otherwise known can be done in a number of ways. The easiest is to throw up an opt-in form on your site offering something of value in exchange for singing up. This will of course be more effective if you are already driving a large amount of traffic to your site through online ads, social campaigns or
digital marketing/seo services
.
Recent Posts
Digital Marketing – Influencer
Digital Marketing – Affiliate
Digital Marketing – Mobile
Digital Marketing – Email
Digital Marketing
Categories
Digital Marketing