Email Marketing Is Still Vital
As digital technology and the internet continue to improve, the more marketers are adapting their strategies. While print media still has a place in marketing campaigns, its importance has drastically diminished. Social media and digital advertising have taken prominence in recent years. After all, there are roughly 3.81 billion active social media users around the world, so why wouldn’t social marketing play a pivotal role? For all these reasons, many people are beginning to write off email marketing as they once did print media. Understandably, with the growth in online services and the popularity of social media, marketers have begun questioning its importance. However, it may be too soon to sound the death knell for this marketing tactic.
Many people believe that email marketing is not as efficient at driving traffic. However, these individuals seem to miss that the cause of this strategy’s failure isn’t the strategy itself but rather the content of the email. The content is either too plain or does not grab the interest of the recipient. However, when done correctly, email marketing proves to be a valuable asset to any marketing campaign.
As a premier digital advertising agency, Tech Critic understands that it takes more than one strategy to make a marketing campaign work. We still value email marketing and understand how to utilize it efficiently. While many are ready to call for its end, Tech Critic knows that email marketing is still an efficient part of a marketing campaign. If you want to learn more, contact us today to set up a consultation.
Understanding Email Marketing
Before we get started, it may help if we explain what email marketing is first. It has been a part of marketing campaigns for many years. Email marketing is the process of sending a commercial email directly to targeted consumers. Marketers use this technique to funnel consumers in, hoping to boost sales, increase traffic, and create brand loyalty by delivering essential information.
This strategy allows businesses and brands to reach out to existing and potential customers, delivering information about new products and services, sales and promotions, and any other marketing material. Through engaging and exciting content, you can build on previously established customer relationships or create brand-new ones. Email marketing is affordable and generates significant ROI. After all, you are targeting consumers who have already shown interest in your brand. Unfortunately, many marketers no longer believe that, even when the facts say otherwise.
Why Email Marketing is Effective
With the popularity of social media continuously rising, digital marketers are leaning more towards social media rather than email marketing. However, they fail to recognize just how efficient emails can be at not only driving more business but creating stronger relationships with customers.
In email marketing, a message is sent directly to a consumer’s mailbox. Whether they open it or not is up to them. But the message gets to them. On social media, the content is heavily filtered, meaning that not every follower will see a business’s post on social media. In fact, most of them will not. A user’s email box is not ruled by an algorithm that decides who gets to see what post, like on social media. If it hits your email, you can easily find it. A McKinsey & Company study found that email marketing is still 40 times more effective at reaching your target audience than social media.
Worldwide, there are 3.9 billion email users. That number is expected to grow to 4.48 billion by 2024. Additionally, nearly 91% of consumers check their email at least once a day, meaning if you send someone an email, they will see it. Just sending an email directly to a consumer has a much higher chance of being seen than a social media post or ad.
Through email marketing, you can:
- Build strong consumer relationships
- Increase brand awareness
- Boost brand loyalty
- Improve your ROI
- Build credibility as a business
- Keep customers informed about new services, products, sales, or promotions
Even though people continue to speak as though email marketing is a thing of the past, the evidence tells a different story. With each passing year, email proves that it is a worthy addition to any marketing campaign. Here are some statistics to prove it:
- Emails have an average ROI of $44 for every $1 you spend.
- 78% of marketers experienced an increase in email engagement over the last 12 months.
- People spend 5.6 hours every day checking their email.
- Email marketing costs 33% less than other lead-generation mechanisms.
- Emails produce 50% more sales than those lead-generation mechanisms.
- 31% of B2B marketers say the best way to create nurtured leads is through email newsletters.
- Nurtured leads produce 20% more sales than cold leads.
- 90% of marketers say that they consider email engagement as the top metric they track to measure performance.
- Of those who sign up for a newsletter from a recognized brand, 95% found them useful.
- By adding social sharing buttons, you increase click-through-rate by 158%.
- Including a personalized subject line, such as “Hello, Pam!” instead of “Hello There!” increase the likelihood they will be opened by 26%.
- Segmented campaigns increase email revenue by 760%.
As you can see, email marketing continues to prove that it is valuable to all marketers, regardless of the size of their business or industry.
Creating a Success Email Marketing Strategy
As we mentioned earlier, the failure of this strategy is that of the content in it. Often, businesses fail to create engaging content that consumers want to interact with, but how do you create a campaign that will grab a consumer’s attention and lead to a conversion? Here are a few essential keys to improving your email marketing strategy:
- Identify Your Performance Indicators: The intangibles you intend to measure to gauge your performance, such as open rates, click-through rates, revenue generated, forms complete, new subscribers, and more.
- Personalization: As mentioned earlier, personalizing emails increases your chance of conversion.
- Segmentation: Group consumers with common attributes together, allowing you to craft messages for each segment better.
- Engaging Headlines: Create a headline that will grab the attention of a consumer.
- Engaging Copy: Below your headline, you need copy that is engaging and explains the service, product, or other marketing material in a concise way.
As you can see, email marketing continues to be a useful tool for all businesses. It allows them to directly contact their audience in ways they couldn’t otherwise. If you are interested in improving the performance of your business, contact Tech Critic today and let us help.