Is email marketing a thing of the past? Does it still have a positive impact on customers and motivate them to engage with businesses? If you’re wondering whether you should still be creating email marketing campaigns for your targeted audiences, take a seat.
The truth is that email marketing is not only alive – it’s thriving. Here are five reasons why:
Works better than social media
Not only do marketing emails have an estimated $38 ROI for every 1 cent spent, they have higher conversion rates than social media and search combined. According to Forbes, “email is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers.”
Basically, email marketing draws in more customers because a majority of people want to get information from the companies they engage with. In fact, Entrepreneur found that 91% of people would like to get promotional emails from the businesses they interact with. Likewise, 90% of people who use the Internet have email accounts, but only 70% have social media accounts.
Overall, emails simply reach more people with relevant content, which brings us to our next point…
Directly reach customers
Since emails can be sent straight to a customer’s inbox, email marketing has a more direct reach than other platforms. Unlike social media or search, its reach isn’t determined by an algorithm, and it engages more users because people tend to respond positively to information in emails they’ve signed up for.
In addition to sending materials straight to your customers, email marketing can also easily be measured. Programs like MailChimp make it easy for you to track click-throughs and measure the success of each campaign. You can quickly assess the results and make adjustments when needed.
Are you convinced yet that email marketing is a powerful marketing tool? Well there’s more. When you automate a campaign, you can link other resources within each email. In fact, customers will appreciate your content more if it provides needed information or insight. Point blank: emails must give value.
With this in mind, it’s crucial to emphasize other aspects of your business like blogs, social media channels, and promotionals. Sometimes people are looking for different services but aren’t aware of what’s being offered, so drawing their attention to other products could result in more transactions.
According to OMNI Digital Agency, four campaigns that can promote other services and peak interest include:
- How-to guides
- New products, events, etc.
Because emails can be automated and tailored to send relevant material to customers, email marketing is essential in nurturing relationships with your audiences. Not only do they build credibility and trust, emails can generate leads since they can help gauge who can be converted into customers.
Meghan Blair-Valero, owner of Fogged in Bookkeeping, Inc., explained this process well by stating, “People that are thinking about using our service will usually sign up for a newsletter. I’ll see them pop up for a couple of weeks in my reader-base, and then I’ll call and make an appointment. It’s not long until we pull them in as a customer.”
Similar to nurturing relationships, email marketing also allows you to stay fresh on your users’ minds. They may or may not be checking social media and reading your posts, but they are much more likely to be opening their emails.
Thus, it’s important to ensure that each email is intriguing, valuable, and staggered in appropriate timelines so no one gets slammed with too many messages or is left in the dust waiting for more information. Also, remember that personalized emails are six times more likely to get transactions.
A few questions to ask yourself as you create marketing emails include:
- Is this content relatable and helpful?
- How can I make the tone more personal?
- Are the subject lines, preheaders, and links optimized and appealing?
- Is there at least one call-to-action?
If you want to know more about how to create effective email marketing campaigns or need help with your process, let us know and we’d be happy to share more of our insights with you! Your success is our top priority.