Why Your Business Needs Email Marketing in 2023
In the world of cutting-edge marketing strategies, email marketing is perceived as an outdated method of communication that is unwittingly associated with spamming. However, despite our love for modern alternatives, we also have something to say about an old friend – email.
When used correctly, email marketing will become one of the most effective methods of engaging with existing and potential customers. It still outperforms promotion methods like SEO, banner ads, and even social media in terms of ROI.
In this article, we’ll look at how businesses of all sizes can benefit from good old email marketing. We will also look at the reasons why investing in email marketing is a good idea for your company.
SO WHAT IS EMAIL MARKETING?
This is the use of email to promote services, products, or offers. It is also a channel for informing customers about changes in the company and sending out news. For example, many companies sent newsletters to customers about the current situation with COVID-19. Email is a way to deliver relevant, informative, and dynamic content directly to the inboxes of existing and potential customers.
Email marketing is used to develop and grow a company’s relationships with existing customers or to reach new potential customers and then generate “warmed-up” leads. But most importantly, email marketing provides an opportunity to continually nurture customer relationships.
Email marketing is more than sending a simple newsletter or newsletter. Email marketing helps guide the recipient through a multi-step flow to the final conversion goal. Email marketing is a powerful, persuasive tool that gets results.
6 REASONS WHY EMAIL MARKETING WORKS
Email marketing helps build a business by increasing brand awareness and, ultimately, revenue. Here are six proofs that email marketing is an effective marketing tactic.
1. Email Marketing Provides a More Concentrated Target Reach
Many marketers use social media to reach and engage their target audience. However, there are many social networks, and the person using Facebook is not necessarily on Instagram or Twitter. This means that you will have to spread your attention on all social networks in order to reach the entire target audience. At the same time, one quality email marketing campaign allows you to select exactly who you want to include in your reach at one time.
2. Almost everyone has an email they check first.
Most people have at least one active mailbox. Plus, they tend to use the same email address for years, which means you can maintain long-term relationships with your entire customer base. According to a study conducted by OptinMonster, it is the mailbox that people check most often during the day. Another study showed that people prefer to receive promotional materials by mail, and the number of owners of electronic mailboxes significantly exceeds the number of accounts in social networks.
3. Email Marketing Delivers the Most ROI
As mentioned above, a properly planned and executed email campaign has the highest ROI (return on investment) compared to other marketing strategies. In 2019, the Direct Marketing Association conducted an extensive study on the ROI of email marketing. It has been found that the ROI of email marketing is almost double that of SEO.
4. This is direct marketing at its best.
Email marketing is aimed directly at your customers. Your proposal is sent straight to the mailbox and stays there until it is reviewed. Success here does not depend on random posts or ads that a potential client may or may not see. It is a more easily measurable marketing tool that is easy to track and use to inform decision-making. Email marketing allows you to communicate directly with consumers who have opted in to receive information about your services.
5. Communication is personalized
Email marketing offers more ways to personalize communications than any other marketing method. Using customer data, you can send them targeted emails based on their previous purchases, and abandoned carts, or offer a discount on frequently bought products. Once you know what your customers like and begin to understand their buying patterns, you can optimize your offerings for their unique needs.
Email Marketing Is Quantifiable
One of the most attractive aspects of email marketing is the ability to track and measure its effectiveness without much effort. With the right approach, you can easily find out how many customers opened your emails, who they are, how many people clicked on a link from an email or clicked a call to action button, who made a purchase, and who unsubscribed. This data helps to better understand customer behavior and possibly make targeted marketing decisions in the future.
HOW EMAIL MARKETING FITS IN WITH OTHER MARKETING TOOLS
Extra bonus? Email marketing leverages other marketing platforms and tools. These include SEO, PPC, and social media.
Let’s take a look at exactly how email marketing works in combination with each of them.
- SEO and email marketing. Emails drive traffic back to your site. This is not just random traffic, but your old customers who regularly return to the site. This allows you to improve the engagement rate of site visitors, which, in turn, leads to an increase in conversion and sales.
- PPC and email marketing. Email marketing offers another way to get hot leads with PPC by providing downloadable assets on landing pages with email list sign-up forms. Moreover, the email audience can be used to create a targeted PPC audience.
- Social networks and email marketing. Many email service providers offer social network profile integration. This allows you to create an email audience from users of a particular social network and subsequently produce special content targeted specifically at this audience.
WHAT AREAS OF BUSINESS CAN BENEFIT FROM EMAIL MARKETING?
Any branch of business, whether B2B or B2C, can greatly benefit from the use of email marketing. It allows you to maintain an open and sustainable relationship between your company and those who have shown interest in its products or services. In addition to the standard newsletter, there are many other options for email marketing:
- Welcome, and confirmation of registration;
- loyalty programs and bonuses;
- weekly newsletter;
- competitions and contests;
- company’s news;
- exclusive offers and announcements of new products;
- sale announcements;
- special offers and discounts;
- distribution of coupons;
- confirmation of an order;
- abandoned cart reminder;
- seasonal promotions and sales;
- “We miss you”, or returning customers.
IS IT WORTH HIRING A SPECIALIST?
While many companies send out emails on a regular basis, this is often part of a well-thought-out and carefully monitored strategy. Campaign Monitor recently released statistics on mobile users that clearly show that the vast majority of companies do not have sufficient internal resources to create effective, profitable campaigns that are both well-designed and optimized for mobile devices.
Email marketing specialists develop strategies based on effective and modern approaches that allow you to maintain the maximum level of customer engagement. Working with different companies, such specialists see what works and what does not. They have experience with leading platforms such as Mailchimp, Campaign Monitor, Constant Contact, Drip, and SendInBlue. This allows you to wisely choose the platform that best suits your needs.
