Hang onto your inboxes, folks! We’re about to jump into the exciting world of email marketing.
Let’s start by putting this out there — If you’re not already using email marketing as the secret weapon in your digital arsenal, you’re missing out.
As of 2023, the world has over 4.3 billion email users worldwide. That’s more than half the world’s population! These are potential customers, people who might actually love to try your products or engage in your services. Except they’ll never know about them unless your shiny brand-new email marketing campaign reaches them.
So get ready to dust off your inbox — you’re about to find out why email marketing is a must-have in your marketing toolkit!
Here are 10 reasons why email marketing is so important.
1. High Reach with little work
Here’s the thing: email is kind of a big deal. According to EarthWeb, the average person receives 100 to 120 emails per day, with 80% of people checking their mail every day.
Now multiply that by the 4.3 billion email users worldwide and you have … well, a ton of emails.
The point of this? There’s a huge pool of potential customers out there, just waiting to be discovered. And once you locate them, a single, well-designed email sent to just a tiny percentage of those billions could have a huge impact on your business.
2. High ROI
We all love a good bang for our buck, and when it comes to cost-effective marketing, email is hard to beat.
In fact, email tops the list as the most effective marketing strategy out there, followed way behind by things like paid ads and organic search. In fact, almost 80% of marketers place email in their top-3 marketing strategies.
It doesn’t stop there either. According to a report, email marketing has a potential ROI of $42 for every dollar spent. That’s an impressive 4200% ROI. “You would be hard-pressed to achieve those returns with many other marketing channels,” the report points out.
Even if you only reach the median email marketing ROI you’ll still be doing great. According to a study by Lyfe Marketing, that’s 122% or four times higher than any other digital marketing channel.
3. Easy Targeted Marketing
If there’s one big thing we have to thank email marketing for is no more cold calling. Nobody to hang up on you when you call because you reached a person who isn’t your target audience.
Email can be easily customized and personalized — you can segment your audience based on the behaviors, interests, and even past purchases of your customers. So when you send your email campaign out, it will go exactly to the people who will be interested in it.
This is important because data proves using segmented campaigns increases revenues by up to 760%. Campaigns that are created for a specific audience also:
- Produce better responses: 88% of users respond more favorably to a message that feels like it was created especially for them
- Allow you to personalize the subject line, which increases the opening rate to over 60%
- Are less likely to annoy customers. The report found that 10% of respondents are bothered by emails that seem too general
4. Easy Tracking and Analytics
In the world of marketing, data is king. The more you know about the effects and results produced by a campaign, the better equipped you are to adjust, modify or expand that campaign for even better results.
Email marketing allows you to easily measure open rates, click-through rates, and conversions. Leveraging information is what email marketing is all about, so you can continue performing A/B testing to optimize your emails and refine your marketing campaigns.
No other form of marketing is so easy and so simple to track and customize for better results.
5. Builds Trust and Relationship
According to American author and motivational speaker Zig Ziglar, “If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”
Email marketing provides a unique opportunity to create a personalized experience that makes your customers feel valued — and when your customers feel valued, they are more likely to trust you and become loyal to your brand. A survey by Statista found that “49% of respondents said they would like to receive promotional e-mails from their favorite retails brands on a weekly basis.”
So not only can you keep your audience informed about the latest products and offers with email marketing, but you can also build a relationship with your customers.
Because at the end of the day, people buy from people they trust, not from anonymous companies.
6. It’s a Mobile-Friendly Marketing Tool
Let’s face it — we’re all glued to our mobile devices all the time. The world’s gone mobile and this includes email usage. Reports estimate that about 3 in 5 consumers now check their email on the go using their phone — that’s 61.9% of email opens occurring on mobile platforms.
That makes email marketing the easiest, most convenient, and likely most effective way of reaching your audience. Where else are you going to find an audience so big?
One thing to keep in mind: email that’s optimized for mobile viewing creates better engagement, with 71.2% of people deleting an email immediately if it’s not mobile-optimized.
7 Supports Retention Strategies
Here’s a marketing truth for you: It’s anywhere from five to 25 times cheaper to keep an existing customer than to acquire a new one. And email marketing is perfect for customer retention because of how easy it is to provide a valuable, customized experience.
A survey by MarketingSherpa shows that most customers – a whooping 72% – have a strong preference for email compared with other forms of marketing communication.
Postal media (which comes in second place) is only preferred by about 48% of people, and social media comes last at a mere 17%.
Whether it’s by sending personalized product recommendations or exclusive perks for loyal customers, email marketing it’s a great way to foster long-term relationships with clients.
8. Encourages Two-Way Communication
We all know social media is great for customer engagement, but email can also encourage a two-way conversation when done well. You can achieve this via questions, surveys, and asking for feedback.
Email surveys, for example, are a great way to get insights from your target audience, with statistics showing that “surveys sent via email have an average response rate of 24.8%.”
That’s a lot of people willing to talk to you and give you answers that will improve your next campaign — and all done with just a quick click.
9. It Integrates Easily with Other Marketing Channels
Email marketing plays well with others — and you’re missing out if you’re not using it as a way to boost your other marketing efforts.
For example, email marketing can be used to drive traffic to your latest blog post, boost your SEO ranking, or direct people to your social media channels.
A study by GetResponse also found that “emails that include social sharing buttons have a 158% higher click-through rate.”
Facebook continues to be the best platform for engagement, followed by Twitter — but LinkedIn is gaining ground fast. While only 8.5% of companies were linking to LinkedIn in their email campaigns in 2022, the numbers have jumped to 68.1% in 2023.
Using email marketing to bring people to your social media improves engagement with your brand — and the more people engage with you, the more likely they are to eventually become paying customers.
10. It Can Be Easily Automated
No other marketing system can be as easily automated as email. Plenty of software and email tools out there can be used to send out emails to your customers at designated times or in response to certain actions, taking much of the guesswork out of the equation.
Automation is not only convenient, but it’s also quite effective. According to a survey conducted by DemandSage, 60% of marketers reported that automation improves both user experience and communication with the customer, with 76% of the companies using automation reporting receiving a positive return on investment within the first year.
Because automation allows you to send timely and relevant emails, results improve too. Instiller reports that automated emails have a 119% higher click rate than broadcast emails, but also greater open rates and click-through rates.
Whether you’re a major global brand or a small business just stepping into the local market, email is a powerful marketing tool that can help you speed up growth. From a chance to create a personalized experience and build trust with your readers to its high ROI and ease of integration, email marketing is a sure bet.
If you’re still wondering why email marketing is important, consider this: Email is not going away anytime soon, so why not take advantage of it to ramp up your business? After all, as Marketing Growth Leader Erik Harbison points out, “If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel.”
So if you haven’t year, gear up and start leveraging email marketing for your business!
Did we miss something?Share your email marketing strategies and insights with us in the comments section.