Email marketing has been around for years, and you may wonder how it stacks up compared with newer forms of messaging, like social media marketing.
But the fact that email marketing still remains highly favoured by marketers in all industries tells you all you need to know. It’s lasted the test of time because it’s an incredibly powerful, versatile form of marketing, and continues to offer great return on investment. Let’s look at the reasons why…
1. Customers love email
Email is highly favoured by consumers. It’s easy to feel overwhelmed at the amount of advertising we are flooded with on a daily basis, but email is a trusted, targeted form of marketing, and customers love and respect that. In fact, 83% of those who took part in a 2020 Twilio survey said email was their preferred means of communication from businesses.
2. It targets a willing audience
Email is a way of communicating with people who want to hear from you. By giving you their details to add to your email marketing database, they are requesting content. That makes them much more likely to engage with your emails compared with forms of outbound marketing, like social media adverts.
3. It provides valuable content
Once you have an email marketing database full of people who have initiated engagement with your brand, emails are perfect for serving them content that will interest, inspire and influence them. An email newsletter gives greater scope for creating curated, longer-form content, helping it stand out from other forms of marketing because it’s meaningful and relevant to its reader.
4. Email enhances customer service
Build credibility and strengthen your relationship with your customers by using email to improve their journey. Alerting them to offers, discounts and product launches, keeping them in the loop regarding their purchase or other activity, and providing personalised birthday communications all helps to build brand loyalty.
5. You’re in the driving seat
Email marketing gives you control over your messaging, as well as its reach and scope. It’s a form of owned media, so you choose what you publish, when it’s sent and who sees it. It doesn’t require the budget of paid media, and you have greater control over it compared to earned media, such as influencer marketing.
6. Easily track your performance
You can measure the success of your email marketing campaign, and use the learnings to continually improve. Metrics such as open rates, click-through rates and unsubscribe rates provide valuable data that can be used to fine-tune your marketing strategy. You can gain even more insights via A/B testing, too.
7. Combine sales and marketing
Email is highly versatile, and can be used for both direct sales and content marketing. So not only can you use the power of curated content to inform and entertain the readers on your email marketing database, you can capitalise on the brand loyalty and trust developed amongst your audience to sell directly to them as well.
Whether you need help with lead generation, evaluation metrics or creating an entire email marketing campaign, get in touch and let us make email work for you.
