When you’re looking to promote your product or service to prospective customers, there are a wide range of marketing channels at your disposal; all with their own advantages and disadvantages.
You may be tempted to use pay per click advertising, known as PPC for short. This is when you promote your product and services on social media and the search engines, using platforms like Facebook Business Manager, Google Ads and Microsoft Advertising. The PPC comes from you paying every time someone clicks on your advert.
The issues with PPC
Although some marketers have fully integrated PPC into their marketing strategy, it’s not for everyone. Some of the issues are:
Lower ROI: PPC advertising returns $2 for every $1 invested. Although a 200% ROI sounds good, emails generate an incredible $44 for every $1 spent!
High learning curve: Although it is easy to set up an account on a PPC platform, it takes time and skill to create and optimise high-performing campaigns.
A lot of competition: If there is a lot of competition in a specific industry or for a particular keyword, you can end up spending a lot of money to get customers to your website. Some industries like insurance and loans can cost upwards of $40 a click! If you aren’t competitive, you run the risk of your ad not showing.
Why use cold email marketing?
Email marketing is one of the best marketing channels for return on investment. Not only can you see an incredible 4,400% ROI, but the other advantages include:
- You get the opportunity to build up meaningful relationships with prospective customers
- You can contact the decision-maker directly, rather than crossing your fingers and hoping for the best with PPC
- You can send emails for free – all you need is a laptop, an email provider and a little bit of time to craft the perfect copy!
If you aren’t using email in your marketing mix, we’d recommend giving it a go – it’s cheaper, more personal and a lot more direct than PPC!
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