With internet usage in full speed over the years, it is only a matter of time before the whole world is connected. Because of this, it’s normal that almost all businesses worldwide have decided to replace old promotion techniques to digital, as this has become the main channel for carrying information. During this incredible evolution, dozens of different digital marketing categories have emerged, from SEO and Social Media to Mobile Analytics. But there is one category that has persisted over time since the incorporation of internet: Email Marketing. Why is email marketing still so valuable for businesses? Why does it present such benefits over other traditional forms of marketing? And most importantly, why would you invest money and resources to develop an email marketing strategy at all?
Email marketing is a form of direct marketing that uses email as a form of communicating with current and potential customers. Originally this strategy was very simple, with having a relatively relevant mailing list and a well-written text, that was enough. Nowadays, email marketing has transformed into a creative competition between businesses. Attractive images, engaging content, links to different pages, links to social media, video content, GIFs, competitions, the list goes on! The more engaging and entertaining the email, the better the results. 75% of businesses consider that email marketing offers “good” to “excellent” return on investment (ROI). But the best thing about email marketing is that 86% of customers want to receive these emails monthly, which is an incredible opportunity for businesses to pursue.
One reason why email marketing has great value for business is that it’s a very easy way of reaching mobile consumers without investing a lot in technology. Over half of the emails received worldwide are currently opened on mobile devices, making email marketing a great competitor to SMS marketing. The real difference is that emails have far more space for content than text messages and allow far more opportunity in terms of creativity, allowing for better marketing pieces.
Email is also the preferred communication channel by customers. For many, social media is a very personal form of communication used to keep up to date with friends and family. On the other hand, email is a much more professional medium where people expect to receive promotional information.
Email Marketing is very effective at helping businesses and consumers stay connected. Consumers often seek out email marketing from their favourite brands and local businesses to find out about the latests. Weather it is about new deals, events, services, latest collections etc. email marketing can deliver the exact message you want to send in a targeted, creative and easy way. At the end of the day, there is a real value in staying connected to customers and email marketing is a great channel to do that.
There are no borders in internet, so if targeted correctly, email marketing campaigns can reach anyone, anywhere. There are around 4 billion email accounts worldwide, while this might sound surprising, anything you do online today you need an email to register with, which means that anyone that is online nowadays has at least 1 active email address, which shows that there is no channel with a wider reach than email.
One of the most amazing things about email marketing, and something that every business owner is very interested in, is conversion, and no matter if it's in the form of leads, sales, footfall, memberships, there isn’t a more powerful channel than email for this. What’s more, email is measurable, with the ability to access metrics like clicks, bounces, opens etc. Considering this, it makes sense that email is also the most effective marketing tool to drive ROI, and it all comes down to delivering personalised and relevant information. Email allows businesses to be hyper-targeted with communication, helping to ensure the content sent is very relevant to the individual receiving and that relevance drives people to click and make purchases, which increases the ROI.
Finally, email marketing is extremely cost-effective. While many types of online marketing tools are cheap and do not require a lot of investment, email marketing is by far the cheapest. All you need is targeted creative ideas, someone who can create an outstanding design, a mailing list and you’re done.
Email may seem like an old tactic, but in reality, email marketing is a vital tool for majority of businesses. There are far many reasons why using this marketing method is so important for businesses. Here in Why Media, we use email marketing techniques regularly and have seen the outstanding results this has brought to our clients. Sinead Nelson Artano, Marketing Assistant, comments:
“Email marketing has been an essential tool in many of the marketing strategies that we have proposed to our clients. There is nothing else as good as reaching your customers directly in creative and targeted ways. As a marketer, I would recommend every business to build their emailing list from day 1.”