Email marketing may not be the sexiest way to reach customers, but it’s definitely one of the most efficient.
Not only is it cost-effective and allows for automation, but it also provides consistency in your messaging to your audience. And let’s not forget, email isn’t going anywhere anytime soon. In fact, experts predict that email usage will only continue to grow in the coming years.
We are big fans of email marketing. As a digital marketing agency, email is a cornerstone of our strategy for just about every client.
So sit back, relax, and let’s dive into all the benefits of email marketing. By the end of this guide, you’ll know exactly what metrics you should be tracking to make your email marketing campaign or newsletter a success.
Low Entry Barrier
Have you sent an email before? If yes, you know everything you need to know to start email marketing.
Email marketing is one of the most accessible forms of marketing for beginners.
Forget the complicated mess of social marketing or Google search ads–email marketing is simple and straightforward. Even we struggle sometimes to get these right, but email marketing never fails.
All you need is a computer, an internet connection, and some email addresses. And even if you’re not the most tech-savvy person on the planet, there are tons of free tools and resources available to help you get started.
But it’s not just easy to get into, it’s also fast. Unlike other marketing assets that can take weeks or even months to create, email content can be whipped up in no time. This means you can get your message out there quickly and start seeing results fast.
Now, we have to note that if you put in 50% of the effort, you should expect to see 50% of the results. There is certainly a spectrum of success in email marketing, but you can get started very easily.
And, most importantly, you can start seeing results very quickly.
Email Marketing is Cost-Effective
According to some excellent number-crunching from Litmus, the ROI of email marketing is $36 for every dollar spent.
Now, we’re not exactly rocket scientists, but even we know that 3600% ROI is a lot.
And this cost-effectiveness ties back to the previous benefit. With no pesky print, postage, and minimal (if any) design costs, this marketing channel easily beats out search, display, and social media in terms of budget-friendliness.
But wait, there’s more! Email marketing not only saves you money, but it can also add value to your other marketing channels. Want to drive traffic to key pages on your website?
Just add some links from your emails and watch the activity on those pages soar. And what pages should you focus on? Blogs are always a great option for increasing visibility on a particular topic or making a big announcement. Alternatively, direct readers to landing pages for more information on a product or to boost lead generation with gated assets.
So you see, the value of email marketing compounds over time to pay for itself over and over.
Email Marketing Campaigns are Easy to Automate
With email marketing campaigns, you can set up a series of automated emails that go out to your subscribers at predetermined times. No more manual labor, no more worrying about whether or not you remembered to send that email. Just set it and forget it!
But it’s not just about saving time with email scheduling. Email automation also allows you to personalize your customers’ experiences, freeing up your marketing team to focus on other important tasks, and even improving your customer retention rate.
In this stage, you need to prioritize email security and implement an SPF checker to protect sensitive data and ensure your messages’ deliverability.
And let’s be real, who doesn’t want more repeat business?
Plus, automation makes your marketing strategy scalable. Imagine if your customer base suddenly doubled or tripled in size. Could you keep up with manual emails?
With automation, you can be sure that every single one of those new subscribers gets the attention they deserve. So why not make life a little easier and give email automation a try? Your future self (and your business) will thank you.
Nowadays, email marketing tools have tons of options to help you automate everything about your email marketing strategy. You can develop an entire email campaign, and set every single detail to run on auto-pilot from the moment someone signs up to your list.
And with platforms like Shopify and Woocommerce integrating everything under one “roof”, it’s as easy as pie (actually, even easier).
Trust us. Once you get your first taste of email automation, you’re going to be hooked.
Email Marketing is Highly Targeted
Are you tired of spending your marketing budget on shotgun tactics that hit everyone and their cousin, hoping to reach a few of the right people? Email marketing to the rescue!
With email, you can be laser-focused in your targeting, hitting only the people who are most likely to be interested in your stuff. No more wasted efforts on people who don’t care; just straight to the heart of your target audience.
And when you deliver highly targeted, personalized content to those people, your conversion rates will skyrocket. So let’s bid farewell to the spray-and-pray approach and embrace the power of targeted email marketing. It’s the smart way to do marketing.
Consistent Outreach for Lead Nurturing
If you want to turn those cold leads into hot prospects, email marketing is the way to go.
With the ability to personalize and automate your outreach, you can establish relationships with your target audience and guide them through the sales funnel.
And the best part?
All of this can be done with data-driven, targeted campaigns that are tailored specifically to each and every recipient. And, by leveraging good targeting and automation, you can be sure you’re getting the most bang for your marketing buck.
So if you want to nurture those leads and turn them into conversions, don’t sleep on the power of email marketing.
You Own Your Data With Email Marketing
Access to first-party data is one of the most important differentiators in marketing today. With such drastic privacy changes being enacted all over the world, it’s becoming exceedingly difficult to get quality data.
Big advertising platforms understand that and are starting to leverage their access in the form of increased ad pricing.
Email marketing offers an elegant solution to anyone willing to engage in it for the long term.
When it comes to marketing data, you can’t afford to be a tenant. You need to be the owner. That’s why email marketing is such a powerful tool – it’s a list of contacts that you own, and you can reach out to them any time you want. Plus, you also own the content that you create and send out.
Social media advertising, search ads, display ads – it’s all just renting space. If the platforms disappear tomorrow, all those followers and customers go with them.
That’s a risk you can’t afford to take. But with email marketing, you’re building something that lasts. And let’s be clear – despite what some might say, email marketing is far from dead.
It’s still one of the best ways to reach your audience and drive sales and leads. So don’t be a tenant – be an owner, and start building your email list today.
Questions We Get a Lot
Just to be thorough, we thought it would be a good idea to cover some of the questions we keep getting asked in webinars, face-to-face, by clients, and even things that come up in our own group meetings.
Will email marketing continue to be effective in 2023?
It’s clear that email marketing is here to stay. In fact, the numbers show that it’s not just surviving, but thriving:
- The number of email users is expected to continue growing, with 333.2 billion emails sent and received daily in 2023.
- Email marketing revenue is also projected to see impressive growth, with a CAGR of 13.3% from 2020 to 2025.
- And while mobile email opens now dominate, accounting for 80% of total email opens, businesses are increasingly focusing on mobile optimization to keep up with the trend.
Privacy concerns will also continue to be a key issue in email marketing, with new compliance requirements taking effect and internet users becoming increasingly concerned about online privacy.
Despite all the changes and developments, one thing remains constant: the quality of the emails themselves. Poorly written messages and mistakes in personal data are among the most annoying things for recipients, and the subject line remains crucial for success.
Videos and graphics can also boost CTR, and emojis, GIFs, and stickers are popular with millennials and Gen Z audiences.
In the end, it’s all about delivering superior content to the right audience at the right time. With all these factors in mind, it’s clear that email marketing will continue to grow and evolve in 2023 and beyond.
Most of the data to support these points can be found in Statista’s Email marketing worldwide dossier.
What is the future of email marketing?
Here, we’re going to tread into largely speculative terrain, but we like to think it’s informed speculation.
As with most marketing technologies, artificial intelligence and machine learning are poised to be the biggest disruptors.
Email marketing is on the verge of a revolution as machine learning and automation change the way we approach campaigns. Gone are the days of sending the same content to a large group of people and hoping it resonates with some of them.
Instead, you will be able to use algorithms to analyze customer data and determine which content to deliver to which individual and when. This will allow for a truly personalized, one-to-one experience that will set companies apart in the marketplace.
But make no mistake, this shift will require a complete overhaul of how we think about email campaigns. Those who can adapt to this new, principle-based approach to marketing will thrive, while those who stick with the old ways may struggle to keep up.
What are the disadvantages of email marketing?
While we’re big proponents of email marketing, it’s not without a few drawbacks.
First off, there’s the whole issue of undelivered emails. You could have the greatest email campaign in the world, but if it’s getting caught in a spam filter or deleted before it even reaches the recipient, what’s the point?
And let’s not forget about renderability issues. It’s frustrating when you spend all this time and effort crafting the perfect email, only for it to get messed up in someone’s inbox because of compatibility issues.
Admittedly, you can work around this issue by simply designing mobile-first emails.
And let’s not forget about email overload. With so many emails vying for our attention, it can be tough for people to distinguish between the ones they want to read and the ones they want to delete.
Getting into the Goldilocks zone of just enough emails without being spammy is probably going to take some experimenting. That process will make you feel like you’re wasting a lot of time, but it’s worth it.
Conclusion – Win Big With Email Marketing (Before It’s Too Late)
Hopefully, at this point, you agree that email marketing is an invaluable tool to expand your reach and nurture the leads you already have.
Learning how to leverage this channel is key to success whether you’re running a small e-commerce business or a multi-billion dollar corporation.
But, the landscape of marketing is nothing if not fickle. So, take advantage of email marketing while it’s still hot before the machines take over 🤖