BEST PRACTICE
Is Email Marketing Right for Your Business?
A
s a green industry business, email marketing may be the tool you need to help you stand out from the crowd – or at the very least, get more customers to open your emails. Whether you are a retail center trying to reach DIYers, a nursery building relationships with trade show contacts, or a landscaper renewing annual contracts, email marketing is a great way to get your message to your target audience.
Email Marketing Defined
How is email marketing different than just sending an email to a customer? Basically, email marketing is using email to sell products and/or services to a list of targeted contacts. It is the same as direct mail – letters, postcards, and other promotional items – except messages are sent electronically instead of through the postal service. At its worst, email marketing is spam emails proclaiming “deals” or filling your inbox with multiple messages – just like junk mail.
At its best, email marketing is informational and tailored to target audiences that turns contacts into customers, and keeps customers coming back. Email marketing can be an inexpensive and efficient way to reach customers.
Email Is Still Relevant
According to recent user studies, email still dominates the marketing scene, even in our social media age:
94% of Internet users use email, while only 61% use social media.
75% of adult online users say that email marketing is their preferred marketing method.
73% of millennials prefer communications from businesses to come via email.
Kim Strazisar
What Can Email Marketing Do For You?
Email marketing can help you build relationships with contacts, stand apart from your competition, and increase sales. SUMMER 2019 | NURSERY & LANDSCAPE NOTES | 19
