Email marketing in Kenya is slowly on the rise.
However, not as many marketing professionals or businesses use it as much as they should.
In this article, we will discuss what email marketing is, why not as many businesses are using it, how to effectively implement this type of marketing, and some of the tools to use.
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What is email marketing?
Email marketing is the use of email to create awareness and promote your business, its services, and its products.
The definition is quite simple, implementation, on the other hand, is not as much.
It is important to note that email marketing has the highest return on investment (ROI) among the other types of digital marketing
Email marketing in Kenya
Email marketing in Kenya is used sparingly as not many businesses have adopted this method of digital marketing. It is mostly used as just a method for communication.
According to a report by the Kenya National Bureau of Statistics, more than 87% of businesses use email as a mode of communication.
Based on this statistic, there is a big opportunity for businesses to use this type of digital marketing to create awareness of their products and services.
While using email, ensure that you do not spam your email list with promotions and offers. The best way to convert prospects is by educating them on the benefits they would get from your business, why your business is good at what it does and why it is better than others.
Once you have already developed a relationship with such a prospect, you now introduce your products and services.
The use of email in E-commerce transactions
The image below shows the percentage of online transactions engaged by different-sized firms.
The graphic shows that over 69% of firms use email for their online transactions.
This means that a total of 69.3% of firms use email for their online transactions.
So you have seen that email marketing is important. But how do you even start?
We will look at that in the seven steps outlined below.
But before we do so, let us look at why this type of digital marketing has the highest return on investmet.
Why does it have the highest ROI?
This is because it has the highest level of trust when it comes to a digital transaction. What do we mean by this?
There are 3 main ways a business obtains email addresses.
i) When a user subscribes to a list
ii) When downloading a free template/toolkit/pdf
iii) After a user purchases a product or service from the business.
From these 3 examples, the user has seen value and has trusted the business for them to give away their personal information, which in this case, is the email address.
So it becomes easier to convert such a user because there has alresdy been a transaction of trust.
If you want a brief overview of this article, you can watch the video below.
We can continue.
Why are companies not using it as much as they should?
There are two reasons why a large percentage of businesses do not use email marketing as much.
Reason 1 – It is not fully understood.
Reason 2 – It requires a great deal of effort in developing content and managing emails.
With all the information that is available today, not fully understanding email marketing is no longer an excuse.
So let’s look at the techniques we can use to kickstart your email marketing efforts.
How to use email marketing?
It’s now time to look at how to use email marketing.
There are 7 ways we will explore. I had previously written an article on these steps so each link will lead you to the specific technique. They include:
I would like to know which of the seven steps above you think you can start with.
Let’s chat in the comment section below.