According to VentureBeat, “the pace of innovation and the number of resources available to marketers today is nothing short of incredible. An astounding 1,876 companies across 43 different marketing categories, including SEO, social, video marketing, sales enablement, mobile analytics, and dozens more exist”.
Email is ubiquitous across the internet. In fact, 91% of consumers check their email at least once a day (and 34% check it hourly!) Email also drives more conversions than any other marketing channel, with 58 times more conversions than social media and more than double that of either search engine optimization or paid search.
More than 80 percent of businesses use email marketing as part of their digital marketing strategy.
An email is a powerful tool for acquiring, engaging, and retaining customers to drive sales and revenue for your business.
A well-crafted email can generate a significant amount of revenue for your business, and email marketing is one of the best ways to achieve this goal. With an average return of $44 for every $1 you spend, it’s hard to argue with this tactic.
But what makes email marketing so effective? This guide will explain exactly why you should be using email marketing for your business and how to get started.
- An email has over 100 times the reach of social media.
You might be thinking that social media has made email obsolete. However, it’s important to note that although people may not check their personal inboxes as frequently as they check their social media feeds, they typically receive much more emails than they do messages on social media. This means that email still has the potential to reach a large audience in a way that social media cannot.
Email addresses are the connective tissue of the internet, which is why savvy businesses collect them wherever they can, often rewarding customers with discounts and coupons just for signing up.
Email marketing lets you reach a large audience of people who already know you (or at least feel like they do), so it’s a powerful way to build your brand. The more consistent you are in your messaging, the more recognizable your brand will be to your customers.
You can send out newsletters to everyone on your mailing list, or target specific segments of that list. For example, if you sell multiple product lines, you could promote them separately to different groups within your email subscriber base.
Since email marketing is permission-based (people have signed up for updates from you), it’s not considered spammy as traditional advertising would be. That gives it a much higher rate of success than other kinds of campaigns since people won’t find it annoying or intrusive.
- Email marketing gets your message to the inbox.
People actually see the emails you send. When was the last time you logged into Facebook and saw every post from every page you’ve ever liked? According to the latest research, only 16% of your fans will see your posts in their News Feeds. Even if they do see it, they may not pay attention Facebook is still a “lean back” experience.
On the other hand, 90% of email gets delivered to the intended recipient’s inbox, and most people check their email on a daily basis. It’s a “lean forward” experience that makes it easy to take action on the content you see which is why so many marketers rely on it as part of their customer acquisition strategy.
Email marketing is proven to ensure your company gets its message across to every single one of your audience members.
- Email marketing is an effective tool for driving conversions.
And when it comes to conversions, there isn’t a more powerful channel than email. Email is the number one communication channel for B2B and B2C organizations and remains the most effective tactic for generating new business.
That’s right. Email marketing and social media are both useful in their own ways, but if you’re looking to drive traffic and conversions, email wins out every time.
This means you are 6x more likely to get someone to click through to your website via email than you are from Twitter. As discussed earlier, your email subscribers have told you they want to hear from you and this isn’t typically the case with social.
- Email marketing delivers the highest ROI of any channel.
Every business needs to invest in marketing. But for many companies, it’s hard to justify the expense when you’re not sure which channels will be most effective.
According to a study done by Direct Marketing Association and Demand Metric, email had an ROI of 122%, which was 4 times higher than other marketing formats, including social media (28%), direct mail (27%), and paid search (25%).
Email marketing is a powerful marketing tool because it’s simple to track, efficient, and cost-effective., but why does it outperform other channels so when it comes to ROI?
Unlike social networks, where you post content to your followers and hope that the right audience sees it, email allows you to send highly targeted messages to individuals based on their purchase history, interests, and location.
- Email marketing is the most effective way to communicate with potential customers.
Social networks are used for communicating with friends and family, so there is a strong desire to share personal information. If you’re going to share something about your personal life, you want to know that you have some control over who sees it.
Email marketing is also far more personal than social media marketing instead of sending the same message out to millions of followers at once, you can send personalized messages to smaller groups of subscribers based on their interests and behaviors.
Email marketing is the one channel that will never go away, and you can still stand out from the competition and be very effective. You need to be consistent with the way you send emails, get the right content in there, and showcase your expertise by sharing inside information. Make sure you are taking advantage of email automation and segmenting your audience properly. Your business should grow if you are doing these things on a regular basis.
In the end, email marketing deserves its place as the go-to channel for many businesses. It’s proven to be effective, it can be personalized to specific needs, and while it requires time and effort to do well, the benefits are worth the investment. If you aren’t using email marketing in your business, give it some consideration you might find that it brings you more results than you ever imagined.
