What’s the first thing you check when you wake up in the morning? If you’re like 58% of individuals from a recent study, you would say email.
Email marketing is only a portion of the marketing mix, but remains crucial in the digital marketing landscape. Email stands out amongst social media, content marketing, and SEO tactics for several reasons. Email marketing is low cost with high yields in the right conditions. Email is also an owned media asset to a business, giving you a direct line to your customers.
Here are four reasons why you should consider email marketing in your digital marketing efforts.
Direct and Personal Communication
Email marketing allows direct communication with customers which proves to be an invaluable service. This communication allows businesses to interact with their customers on a more personal level. Customers may also interact back with you as a business, where you can answer inquiries, provide updates, and personalized offers.
You also have the ability to segment your audience according to interest, locations, purchasing patterns, and more. Personalization for these segments can include images, videos, and other elements that help strengthen your brand awareness. This line of communication provides a more meaningful experience that consumers will remember.
Personalizing emails according to segment allows for you to better focus on what’s important and what your customer finds important. You have the ability to show each customer their value with tailored messages to them.
Building and Nurturing Genuine Customer Relationships
In a digital era dominated by quick, non-connected interactions, email marketing offers a unique opportunity to build and nurture lasting customer relationships. By consistently delivering valuable and engaging content, businesses can stay at the forefront of their customer’s minds.
Welcome emails, regular newsletters, and exclusive offers, all of these types of email campaigns allow businesses to showcase their expertise, reliability, and dedication, creating trust and loyalty among their customer base for their services or products.
Cost-Effectiveness and High ROI
Email marketing is a cost-effective marketing strategy that consistently delivers a high return on investment (ROI). Compared to traditional advertising methods, the overhead costs can be minimal. With the right email service provider and well-crafted campaigns, businesses can reach a large audience without breaking the bank.
Some email marketing platforms use automated systems to target customers based on their behavior. For example, if a customer leaves an item in their cart, these systems can generate an email reminding them about the potential purchase, acting as a salesperson that you don’t have to pay a commission to and is always working on your behalf 24/7.
A recent study by Statistica found that companies earn $36 for every dollar spent on email marketing services. Retail, eCommerce, and consumer goods businesses had the highest ROI.
Data-Driven Insights
One of the greatest advantages of email marketing is the ability to gather data and gain valuable insights into customer behavior. Email marketing tools such as Constant Contact and Mailchimp, provide detailed analytics. These tools will provide open rates, click-through rates, and conversion rates to name a few.
These data-driven insights provide businesses with a better understanding of what resonates with their audience. This allows them to optimize their content, timing, and targeting for maximum impact.
More than 90% of businesses say email marketing is important to their company’s overall success. 41% say it’s very vital, up nearly 30% since before the pandemic in 2019.
Marketers consider email to be the most valuable part of their marketing. 79% of marketers place it in their top 3 (and customers rank it as #1).
Email marketing remains an invaluable marketing tool for businesses seeking to thrive in the competitive digital landscape. Direct communication, building strong customer connections, cost-effectiveness, and data-driven insights make it a beneficial resource. Businesses that embrace email marketing effectively engage their audience, strengthen brand visibility, and drive long-term success.