28 Nov Six reasons why you need email marketing
In a world dominated by social media, influencer marketing and targeted ads, email marketing remains an incredibly powerful tool in modern communication and is, in fact, one of the best ways to connect with your audience. Don’t get us wrong; paid advertising, influencers and other facets of digital advertising are essential parts of a well-rounded and fully integrated communications programme, but the humble newsletter continues to pack a pretty hefty punch in terms of engagement and results.
We’ve put together our top six reasons why email marketing needs to be an essential part of your digital marketing strategy.
1. Larger audience
There’s no question; social media has hit the big time in the last few years, with users growing at an exponential rate to hit a total of 3.4 billion in 2019. There are 2.2 billion Facebook users, 321 million monthly Twitter users and 1 billion Instagram feeds, to name just a few.
But there are – and hold on to your smartphones, ladies and gentlemen – 3.8 billion email users, out of 4.3 billion internet users worldwide. And according to one study, almost two-thirds (58%) of users still check their emails first thing in the morning, before checking their social media – proof that emails are still very much in their heyday. And quite simply, more users = larger pool of potential customers.
2. Brand recognition
Some brands have gained serious levels of global notoriety, making them instantly recognisable and a go-to-choice for consumers – think of the Apples, KFCs and Chanels of the world. However, the likelihood is that your brand has yet to get under the skin of buying public, making ‘increasing brand awareness’ an essential part of your world domination strategy.
Email marketing is a subtle – but effective – reminder distributed to your database, giving you an ‘in’ to your customers’ inboxes and directly connecting you to your customers. It contributes to building your brand’s identity and helps to keeps your business at the forefront of your customer’s mind. After all, they can’t buy from you if they don’t know you exist!
Email databases can be expertly sliced and diced into segments by age, gender, location, purchase history etc. to deliver the ‘Ahh, it’s just right!’ personalised email experience that customers crave. The creation of a carefully curated database is part of the personalisation that is now expected, with tailored content not only giving the ‘you’re special’ customer glow, but offering a measurably improved click-through rate. Dynamic content is another one way of doing this; you can programme email distributions to alter sections of newsletter content to align with the interests of selected customer segments.
4. Unbeatable ROI & drives sales
Let’s talk money. Traditional models of paid advertising, such as print ads and television commercials aren’t especially budget-friendly, with fees, props, equipment eating away into precious profit margins. Email newsletters, on the other hand, are not only economical but impressively effective, delivering an average ROI of $38 for every $1 spent – that’s £29.55 for 78p in ‘proper’ money. In official marketing terminology, that’s what we call a RESULT.
5. Directs visitors to your website
With site traffic a core focus for many businesses, a newsletter is an easy way to drive visitors to your website, as the stories are linked directly to unique landing pages. Not only are you directing potential customers to your website pages and therefore, your products, but you’re gathering invaluable intel on what customers are actually interested in and engaged with.
6. Measurable insights
In 2020, you have a wealth of data at your fingertips – literally. With just a couple of clicks, you can view who has opened your email, what content has been clicked on, what emails have bounced back, who has unsubscribed and so much more. By analysing your email marketing metrics and drawing insights as to what is working – and what isn’t – and adjust your digital marketing strategy accordingly.
Now you know why email marketing is an essential part of your business strategy, you need to start planning how to incorporate it into your own marketing. For that, you need an email marketing expert and if you don’t have one of those handy, look no further. Just get in touch with us to start your email marketing campaign today.