e-mail marketing . There is only one marketing category that continues to perform well year after year: email marketing. The reason is clear: For ten years in a row, email is generating the highest ROI for marketers .
For every $1 spent, email marketing generates an ROI of $38 and gives marketers the widest reach of all the channels available to them.
Despite the multitude of tools available to marketers, email marketing is perhaps the best venture for business growth.
In this guide, we’ll share seven reasons why email marketing is a must-have in your digital marketing strategy and also reveal how experts use email marketing as a core tactic in their digital strategy.
7 reasons using email marketing can help your business grow
Marketers today need to do more. They need to connect with their audience in a very personal way, while staying within budget . Marketers who can do this—connect with their prospects and customers in a highly targeted way—will successfully deliver ROI and revenue back to the business.
As the VentureBeat report illustrates , no marketing category has as long lived as email marketing. While some marketing trends come and go, email remains the most powerful channel available to modern marketers.
Here are 7 reasons:
1. Email marketing has a wider reach.
With Facebook having more than 1 billion active users and Twitter having 255 million users, it is tempting to believe that social media is the most effective way to reach the masses. This is an impressive number, but what is not often shared are email usage statistics.
The total number of email accounts worldwide was 3.9 billion in 2013, and reached 4.9 billion in 2017, according to Radicati . And continues to grow until now and then.
While this number may seem surprising at first, think about your own online behavior: When you register for a website (such as an online store), you must enter your email address to create an account. You even need an email address to create a Facebook or Twitter account.
What’s more, email Facebook and Twitter to notify users of activity, such as when someone is tagged in a photo.
Email is the currency of the web, and anyone online has an active email address.
So when it comes to connecting with your prospects and customers, no channel has a wider reach than email.
2. Email marketing gets your message across.
If marketers have to choose between adding subscribers to their email list, or getting new Facebook fans, they must choose subscribers to their email list.
There are two main reasons why:
First, 90% of emails are delivered to their intended recipients’ inboxes, while only 2% of your Facebook fans see your posts in their Facebook News Feed. This is because Facebook limits the number of times your post appears in News Feed in an effort to push brands to their paid advertising options.
This is a big deal when it comes to getting your message in front of your desired audience.
On Facebook, if you post an update to your 10,000 fans, only about 200 of them will have a chance to see it in their News Feed. Or, if you send an email campaign to 10,000 subscribers, at least 9,000 of them will receive it in their inbox.
This means your messages are 45 times more likely to be viewed using email than Facebook.
Second, your email subscribers explicitly tell you they want to hear from you when they sign up for your email list.
There are strict laws and regulations surrounding SPAM laws, so if you’re sending an email to a prospect or customer, it’s because they gave you permission. Now think about the ads in your Facebook News Feed – are you asking the company to market their product to you?
Or maybe you found the company because you did a Google search or visited their website. That’s definitely different from signing up proactively from an email newsletter.
Email is proven to make sure your audience gets your message.
3. Email marketing drives conversions.
Most marketers focus on techniques to drive conversions. Whether they’re doing it in the form of leads, sales, memberships, or a unique metric for your business strategy, the ultimate goal of marketers is to convert potential customers into paying customers.
And when it comes to conversions, no channel is more powerful than email.
In fact, the average click-through rate of an email campaign is about 3% (of total recipients), while the average click-through rate of a tweet is about 0.5% .
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 already told you they’d like to hear from you and that’s usually not the case with social media.
4.24% of visitors from email marketing bought something compared to 2.49% of visitors from search engines and 0.59% from social media, according to a survey conducted by Monetate .
What’s more, email is highly scalable. Campaign Monitor subscribers have real-time access to metrics such as opens, clicks, bounce rates, forwards, social sharing, and more.
Plus, those who integrate their email marketing into Salesforce can see first-hand how their email marketing impacts business opportunities and deals.
As a marketer focused on nurturing leads and driving conversions—like most marketers—email marketing trumps all other communication channels for businesses.
4. Email marketing has a higher ROI.
Given email’s unrivaled ability to drive conversions, it makes sense that email is also the most effective marketing channel to drive ROI for your company.
In fact, email marketing generates an average return on investment of 3,800% for businesses and for every $1 spent on email marketing, the average return on investment is $38.
It’s clear from these statistics that email is a cost -effective channel for marketers, but why does it outperform other channels significantly in terms of ROI?
That’s because email is able to convey a very personal and relevant message. Unlike social networks where you send status updates to every follower regardless of their location, interests & purchase history, email allows you to be the primary target with your communications.
The more data you have about your customers in email marketing tools like Campaign Monitoring—including insights drawn from integrated systems like your CRM, customer service solutions, etc.—the more targeted you become.
Rip Curl’s Campaign Monitor customer leverages segmentation and dynamic content to get the right message to the right people.
For example, they know the gender of their customers and where they are geographically, so they can ensure that women in the United States receive promotions about swimwear during the summer months and men in Australia receive emails about wetsuits during the summer months. cold.
This use of dynamic content and segmentation helps ensure the content they send is relevant to each individual recipient and that relevance drives people to click, make purchases – and increase the ROI of their email marketing campaigns.
5. Email marketing is the preferred communication channel.
For many people, social networking is a form of personal communication used to stay up to date with friends & family. When people log into their social media accounts, they’ll see photos and updates from people they know and care about.
Email, on the other hand, is a much more professional medium and people expect to receive information about products and services through that channel.
According to MarketingSherpa, most people want to receive promotional content via email , compared to 17% who prefer social media.
6. Email marketing is an open platform.
Over the past few years, many brands have invested millions of dollars to buy large social followers in order to communicate and engage with their audiences.
But it’s unfortunate for businesses investing in multiple social media platforms, as Facebook frequently updates its algorithms to reduce the number of followers who will see a brand’s posts, unless the posts are paid ads.
This practice has become so common that 98% of a brand’s followers will never see a post in their News Feed. Twitter appears to be moving in the same direction with the announcement that it will be introducing algorithm-driven feeds as well .
The problem with channels like Facebook and Twitter is that they are owned and controlled by third parties which means marketers are dependent on the changes that platforms make to their platforms.
Meanwhile, email is not owned or controlled by one particular entity. It is an open communication platform and there are many services that provide access to send and receive emails.
The variety of companies involved in email marketing ensure that no one party can make changes that will have far-reaching impact, and unlike Facebook or Twitter, if you invest time and money in building and growing a great email list, your subscriber list will become assets that you own.
That way you will be able to take advantage of your list without the threat of someone limiting its effectiveness.
7. Email marketing will be around forever.
MySpace is a site that has ever been popular was the largest social networking site in the world between 2005 and 2008 , and in June 2006 surpassed Google as the most visited website in the United States.
But where is MySpace now? All of those users eventually moved on to other social networks, and the site is now the 1500th most popular website in the United States.
Imagine investing a huge amount of time and money to build an audience on a platform only to have it abandoned a year or two later, like this MySpace.
On the other hand, email has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people and email has grown consistently since then.
Building your email list, unlike building a social media following, is a stable long term investment that will pay off for years to come.
As a marketer, you have many channels available to reach your audience, but with limited time and resources, you need to prioritize your efforts.
For many of the reasons listed above, email marketing is by far the most effective channel for attracting, engaging (engaging), and connecting with your audience to drive sales and revenue for your business.
So start using email marketing to your advantage today, and you’ll quickly find that it will help increase sales and revenue.
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