Digital merchandising is great hype today. New methods and proficiencys to conduct the merchandising are being devised every day. Amidst all this, it is easy to assume that email merchandising is an obsolete process.
We may consider it as it is no longer being used or isn't taking desirable results.
However, you couldn't be more wrong.
Email merchandising is still widespread today. It is, in fact, becoming more self-made with time. But what makes it such an appealing merchandising proficiency, despite being so old?
Well, let's find out.
Here are the reasons why people are still smitten with email merchandising:
1. Low Cost
The biggest reasons why emailing continues to remain one of the favorites is the cost factor. It has a very low cost involved. All you require is an operational email ID, and you are ready to start working on the email merchandising maneuver.
Sometimes, people start buying bulk email addresses. However, it is quite rare. Mostly they send emails only to people who genuinely take the site themselves.
An emerging practice is to use package for automating the generation and sending of emails. However, this cost is often less compared to other modes of merchandising.
There are neither any print charges involved, nor do you need to pay fees for the advertisements space like space on television and newspapers. Overall, email merchandising stiff one of the cheapest modes of merchandising.
2. Only for the clients
Most merchandising proficiencys involve users who may have ne'er interacted with the brand. Some types of digital merchandising maneuver target users who have shown similar interests in their actions, as seen on Facebook and Google.
However, email merchandising is the only merchandising mode where the users themselves ask to be part of the company's subscribers.
Companies get email addresses of the users either when they take the newsletters or when they register to their website.
Taking advance approval from clients ensures that emailing effort is more visible and effective compared to other merchandising methods.
3. Target your audience
One of the big merits of the email merchandising is that it allows you to target a particular segment of your audience.
Since companies normally obtain email addresses by subscription or registration, they also capture their basic information about the client like name, gender, age, location etc.
This information could be utilised in creating targeting emails.
For instance, if your company has a great offer for students, you can send emails to users who are to a little degree 24 years of age. And, if your company is offering discounted prices on women apparels, then you may consider targeting females instead of men.
Users can also notice the pattern that they receive only those emails that are in question to them. Thus, apart from saving much of resources, the company is also able to create a trust factor between the client and the brand.
4. Ask them to make a move
One-way merchandising despite having a broader reach suffers from a very critical drawback, i.e., lack of interaction. Even if you pitch the best of your merchandising ideas, yet the user is free to ignore them.
In simpler words, you just cannot compel users to make an effort for paying heed to your offer. However, small efforts can by all odds pay off.
Email merchandising allows you to put in those efforts. By introducing a simple "call-to-action", you can ask the users to visit your website and see what you have to offer.
Having call-to-action also saves you from the trouble of giving overmuch information in the mail itself. Thus, in the email body, you can simply let in the most-appealing content.
5. Saves you the effort
Apart from being cost-effective, it is one of the simplest merchandising methods around. One does not require any high-end package, no huge team or a separate department.
All you need is the required hardware and few professionals who know the job.
There is always a scope for better package and tools to be used in email merchandising.
However, people mostly prefer the simple format, since it is majorly the content that decides the effectiveness of an email. The lack of complexity allows you to focus altogether on creating an appealing email content.
6. See your score
A salient feature that makes the email merchandising proficiency a desirable one is the metrics. Most traditional merchandising methods have no or poor metrics, like radio, television, and newspapers.
However, in email merchandising, despite being decades old, you can get all the measurements you need.
Also note, to identify the performance metrics, you would require appropriate email package.
A right package will tell you everything correctly, right from the number of emails that were actually opened to the ones that redirected the user to your website.
These results could give you insights into what is and isn't working for your campaign.
7. See instant results
One great benefits of victimisation email merchandising is that it allows you to comprehend instant results. As soon as you send an email, the user would either receive it or be notified about it. Most people check their emails inside 24 hours.
Thus, whether or not the user decides to take your offer, you get to see the real results the next day.
Most other merchandising methods require some days or even weeks to bear results. But email merchandising can get you the results before the date changes.
Some people argue that such hasty merchandising is counterproductive, but that is perfectly false.
8. No boundaries
Email merchandising being a prominent part of the cyberspace merchandising, it does not have any boundaries set by geography.
While this is true for any digital merchandising method, the email merchandising is truth alternative to the traditional merchandising methods like print and television.
The difference is you can target clients globally belonging to various countries, genders, age groups, professions etc.
The more range of clients you choose, the large will your potential client base would be.
Conclusion
Email merchandising, despite the negative stereotype, is both alive and productive even today. As discussed above, there are mountain of speculations that make people fall smitten with it.
Though there are other merchandising methods may beat the email method in one or two ways, overall, it is still one of the most effective and accessible merchandising methods crosswise the globe.
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