With the explosion of more recent digital marketing techniques, such as social media marketing, it can be tempting to think that email marketing is no longer worth performing. After all, social media is free (at first), and has many more options for engagement.
However, the numbers don’t lie – email marketing continues to be among the most cost-effective ways to reach your customers. According to a 2019 report by the Data and Marketing Association, you should expect to gain $42 in return for every $1 spent on email marketing. Instead of ditching the strategy altogether, it is vital that you first understand why it still stands out in this digitally-driven society.
If you are wondering why email marketing should be a part of your digital marketing strategy in 2020, here are three reasons to do so:
1. Customers Prefer To Hear From You Through Email
As far as communication platforms go, email remains to be the most effective way for brands to reach out to their customers. According to a recent Adobe campaign, 61% of their consumers preferred to receive brand communications through email, with direct mail coming at just 16%. Although more and more brands are already switching to social media, chatbots, and even brand apps in recent years, customers still do prefer email. Instead of investing heavily on new but untested delivery methods, it might be best to put more resources on where your customers are actually expecting to see you.
2. More People Are Using Email Than Any Other Platform
Considering that email addresses are needed to sign up for anything online, it’s not a stretch to assume that every person with any online activity has their own email address. In 2019, global email users had reached 3.9 billion, and are projected to grow up to 4.3 billion in 2023.
Keep in mind that people don’t merely own email addresses to sign up for services and platforms; they actually use them to send and read emails. According to a survey by Adobe, the millennial generation is email-obsessed. This means that members of this particular generation regularly check their emails, even while watching television, having a meal, working out, and commuting to and from work.
However, it’s not just millennials. While teenagers today are quite stereotypically associated with social media and texting, a recent survey among 1,200 Internet users found that 78% of teens aged 14-18 refer to checking their email as a “fact of everyday life.”
3. Email Marketing Campaigns Can Be Measured
Perhaps the biggest advantage of email marketing over more modern advertising is the fact that it can be measured. Email marketing draws precise metrics, such as open rates and click-through rates that are great for analysing your campaign’s performance.
Instead of blindly airing an ad and hoping for the best, email marketing allows you to draw inferences from your analytics to determine which type of content or messaging draws the most responses. As a result, you are able to make educated guesses on which content makes your customers tick, and it helps you arrive at better decisions for your marketing strategy.
In this ever-changing technological landscape, many up and coming digital marketers tend to keep email marketing at the backburner. However, experienced marketers know how to play to the strength of each platform. Email marketing remains to be the best way to introduce brand awareness and build customer trust, provided that it is used properly.
Seedless Marketing provides digital marketing services in Manchester that aim to boost the growth of a business. Our monthly marketing packages are great for small to medium businesses looking to enhance their online visibility in no time. Get in touch with us today to see how we can help!