Of late, there’s been a lot of talk about artificial intelligence, chatbots, and video. As a result, it would seem that email marketing is long past its prime. Hence the question: Is email dead? Read on and find out for yourself.
The fact remains that email marketing is going on strong and is still one of the best strategies to grow your business. So if you think email marketing is dead, then you’re simply missing out on facts and metrics.
In truth, you can’t afford to ignore statistics as a marketer:
- 40 per cent of B2B marketers say email newsletters are most critical to their content marketing success
- 73% of millennials prefer communications from businesses to come via email.
- 99% of consumers check their email every day, and it is by far the preferred way to receive updates from brands.
- 59% of marketers say email is their biggest source of ROI, and marketers who used segmented campaigns note as much as a 760% increase in revenue.
- 59% of respondents in this survey say marketing emails influence their purchase decisions.
Developing a sturdy email marketing strategy for your business can make a real difference. After all, email marketing beats social media, SEO, and affiliate marketing in rank— as the most effective marketing channel.
“If you’re running a real business, email is still the most effective way to universally reach people who have expressed interest in your product or site. For that, it really can’t be beaten.”
– Colin Nederkoorn
Although there’s a rise in social media, people still use email more. Every year the number increases. Wonder why that is?
So let’s look at what email marketing can do for your business?
1. Personalize your content
Emails are unlike social media posts can be personalized. When you send an email, you send it to specific individuals. For instance, the email you send to a returning customer differs from the one you send to a one-time customer. By including a contact name in an email may appear small. However, you’ll be surprised at the results- Emails that include the first name of the recipient in their subject line have a higher clickthrough rate than those that don’t.
In email marketing, you segment your audience into lists. So, the email you send to each list resonates with them. In addition, add value. You don’t address your audience as a whole. Your buyers are at different stages of their journey. Hence, the email you sent to buyers at the awareness stage is different from those at the decision stage. In fact, marketers who used segmented campaigns noted as much as a 760% increase in revenue.
To have a successful email marketing strategy, you need to send the right email to the right people at the right time. That’s where segmentation and personalization can help.
2. Email marketing has a higher ROI
Although email marketing is no doubt a great marketing tool, it can increase your sales nonetheless. 59% of marketers say email is their biggest source of ROI, and marketers who used segmented campaigns note as much as a 760% increase in revenue.
Many a time, customers abandon their carts for one reason or the other. But as a marketer, you can’t let that slide. You want to either remind them or lure them back. However, you don’t go knocking on their doors or follow them about. That would be just creepy!
Therefore, you utilize an email marketing campaign. You deliver special offers that will encourage them to come back and possibly make a purchase. It’s no wonder 59% of respondents say marketing emails influence their purchase decisions. Delivering personalized and relevant messages enable you to target your communications.
3. Increase brand awareness
Before you think that social media is the only platform that can improve your company brand awareness, it isn’t. For you to have access to customers emails, it signifies one thing; the customers have shown interest in what you offer. And because of this, you can leverage that interest and increase your brand awareness. How?
For instance, when a customer abandons their cart, they can forget everything about it. However, when you send them an email, it serves as a reminder and creates awareness as well.
4. Email Marketing is cost-effective
Traditional marketing requires tv stations, radio, and even direct mails. You can’t attain it for free, and there are no two ways about it. Email marketing, however, cost little to nothing irrespective of the number of consumers you want to reach.
So if you’re a small business owner and working around a budget, it goes without saying email marketing is your best shot. And even if you’re not, no business will choose the option to spend, when there’s a free option that drives more result. Several email marketing services allow you to send thousands of email per month for free. Mailchimp, for example, allows you to send up to 12,000 emails per month for free.
Therefore, compared to traditional marketing that can cost a lot for printing, postage etc, email marketing is free.
5. Communicating with your audience
Emails keep your audience engaged all year round, regardless of the season. How did you feel the last time you received an email from your favourite brand? Did you ignore it or open it right away? Email marketing helps you stay in touch with your audience. And this makes them feel inclusive, hence loyalty.
People appreciate good emails particularly, from brands they love. They want to be in the know. If there’re any updates, new products or offers. After all, they signed up for a reason.
6. Generating traffic to your site.
Ideally, each email should contain a call-to-action. So when your customer performs the desired action, it leads them to your site. As a result not only drive traffic to your site but improves your SEO as well. When you produce great content, how do you disseminate it to your audience? Most likely, you send them an email.
7. Reach customers in real-time
Even though there’s a time and place for traditional marketing, it takes a while to pull through. Also, you have no assurance your campaign assets will be seen in time.
However, email marketing campaigns do not necessarily require that to plan. As a result, you can create an email campaign on short notice. And you can rest assured your target audience will see the email when they should.
Most email marketing software allows you to keep track of your emails. How many people opened your email, how many clicked through, and how many unsubscribed is all available. You don’t have to speculate.
As a result, you’ll have an email of your email performance. Which area needs do you need to work on to improve effectiveness.
Email marketing is no doubt one of the top ways to reach your audience. Plus, it can also improve sales and leads. And what’s more? Rest assured, email marketing is here to stay.