15 Reasons Why Email Marketing is Important
Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But at 50 years old, email marketing is used today more than ever before.
First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are considerably lower than for other channels, especially considering the reach and conversion rate associated with email marketing. This is part of what makes email marketing so ideal for small businesses.
What is Email Marketing?
Email marketing is a direct marketing channel that lets businesses share new products, sales, and updates with customers on their contact lists. Its high return on investment (ROI) makes it crucial to most businesses’ overall inbound strategy.
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. This may sound time-consuming, but marketing automation handles most of the heavy lifting for you. In the long run, a well-designed email marketing strategy not only drives sales but helps build a community around your brand.
15 Reasons Why Email Marketing is Important
Why is email marketing important?
Email marketing primarily helps businesses build a relationship with their target audience. In order to grow and sustain, every business needs to:
- Generate new leads
- Convert leads into customers
- Retain existing customers
Email ticks all of these boxes and more. You can generate an email list with email subscription forms, convert leads into customers with promotional emails, and retain existing customers with customer retention emails.
1. Everyone uses email
over half of the entire planet uses email right now. The mass adoption of email makes it the perfect channel for your marketing. In today’s hyper-digital environment, it’s a safe bet that everyone you come across, and everyone who’s in your target audience, use email.
Unlike other marketing channels like print or broadcasting, email gives you a direct line of two-way communication with your target audience.
2. Email is scalable
Scalability directly relates to your growth. In the case of email, scaling is very simple. You scale as your subscribers increase.
The beauty of email is that you don’t need sophisticated measures in place before your email list starts to grow. Almost every email marketing software provides plans that scale as the list grows. This means you don’t pay unnecessary fees in anticipation.
3. Email is measurable
Numbers, numbers, and more numbers. As a marketer or business owner, you’re probably well aware of all the numbers you have to deal with to account for your spending.
Email marketing makes accounting and measuring quite easy. Most email marketing services give you access to critical numbers like:
- Email open rates
- Click rates
- Delivery reports
- Percentage of clicks
- Emails opened by geography
- Emails opened by device/browser
4. People engage with emails
For a long time now, over 40 years actually, email has been a form of communication. As the years have gone by, email has fast become one of our main choices of communication. We have all been groomed to reply to an email in some fashion. Whether it is to reply, forward, click through to something else embedded within the email, delete, buy something, or sign up. We tend to do something with email. Knowing this, you can use email to drive people to your website, pick up the phone and call, or any other call to action. In fact, over 25 percent of sales last year were attributed to email marketing.
5. Stay in contact with your audience
Emails have the ability to keep your customers informed. Consumers are capable of checking their email when it is convenient for them. It can give them a feeling that you are thinking of them. This email can be as simple as saying: “Hi, you’re on our mind, here is a special offer!” or “Here is an update on what has been going on here in recent weeks.” Those that have signed up to your email list have already made a commitment to receive these notes.
6. Drive traffic to your website
Your website is your primary source for selling products online. However, most of the visitors will never return.
The reasons may vary. While some people don’t stay long enough to find the required information, others simply get it and leave.
In order to bring them back to your website and have any chance of selling products to your website visitors, you need to have a way to communicate with them. Adding an email subscription form to your website can help.
7. Tailor personalized communication
Adobe’s personalization survey suggests that 67% of consumers want to see personalized content, and 42% would be annoyed by content that isn’t tailored for them.
If you want to succeed with email marketing, simply sending bulk emails won’t cut it anymore. You must develop full-proof email marketing campaigns that address your audience’s pain points, establish an emotional connection, and offer them the required solutions.
8. Mobile users check their email inboxes constantly
Smartphones have become people’s go-to solution for connecting with their friends, family, businesses, and whatnot! People are always checking mobile phones —at the movies, in grocery stores, in waiting rooms, or whenever it’s convenient.
According to Resquetime, smartphone users spend 3.15 hours on their phone screens every day, and ExactTarget’s survey reports that 91% of mobile users use smartphones to check their emails.
9. More effective than social media
Social media is surely an excellent marketing channel for driving leads and increasing brand visibility. Datareportal’s Digital 2022 Global Overview Report suggests nearly 4.62 Billion people use social media actively.
While the massive active audience may mean social media platforms are excellent for advertisements, there’s a catch. Most people use social media accounts for casual online appearances and communication purposes. They’re either communicating with their friends and family or scrolling the feed.
10. Email marketing is easy to adjust
If you run a print ad and find a typo, or you run a tv advert and receive a negative response from the public, it becomes really difficult, if not downright impossible to adjust your message. Not to forget such changes can make a huge dent in your marketing budget.
With email, all you’d have to do is resend an email or acknowledge mistakes in your email by writing a follow-up email at almost no cost.
11. Email’s a great channel for customer acquisition
We’ve already mentioned how email is a great tool to inspire action in customers. This holds true for acquiring customers too.
A well-crafted email marketing campaign, that addresses the needs and pain points of your potential customers will help you build a great relationship with them.
Then if you add call-to-action options to your campaign, you’re sure to acquire new customers along the way.
12. Allows for targeted messaging
Now let’s talk about the importance of email marketing when it comes to lead nurturing – sometimes referred to as email lead marketing. The main idea here is that your potential customers are at different stages of the buying cycle. Some may be in the consideration stage, while others may be at the research and compare stage, and even others in the ready-to-purchase stage. Creating buyer personas can help you determine what kind of content to create for each step.
13. It’s timely
Yes, one of the benefits of email marketing can be to sell your products, if you approach it in the correct fashion. It’s important to use all the customer data and information you can. Sending customers a special offer on their birthday, or letting them know their favorite dish is half off is much more effective than simply sending them a menu.
This email marketing strategy also can incorporate seasonal offers, allowing you to promote a holiday special or an annual sale. Be sure to create a sense of urgency for any offer – customers are much more likely to purchase when a deal is ending soon.
14. You own your own data
Search engines and social media networks are constantly updating their algorithms to improve user experience. Sometimes these tweaks can affect your search results ranking and social visibility.
Imagine if a big algorithm change comes through and you get buried under the rubble. Having a strong email list in such a scenario will be a lifesaver. You would still have a direct line of communication with your leads and customers and can keep them informed of the latest company news and updates.
15. Everyone (almost) uses email
A Hubspot survey states that 91% of consumers use email. That alone should be enough to convince you to explore the tool. Unless your industry accounts for the remaining 9% (hint: it doesn’t), email presents an incredible opportunity to reach customers. Not only can you provide them with discounts, specials, new products, and more, they can share and forward those emails to anyone they’d like. A good email marketing strategy is to encourage customers to share offers as much as possible.
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