When it comes to digital marketing, a powerful tool exists that businesses often overlook: emails.
Do you remember the excitement of the “you’ve got mail” notification? It seems so long ago that emails were the dominant, most impressive means of online communication. You might think that emails are as obsolete as AOL when it comes to digital marketing. Think again.
Email marketing is an extremely effective digital marketing tool that we regularly apply with great success, and that your business should be making the most of.
The benefits of email
With the rise of social media, you might believe that email marketing is no longer worth employing.
Think about it—Facebook has 2.4 billion active users and Instagram has 1 billion, which makes them both very powerful social media tools. Although these are impressive, in terms of numbers email knocks them out of the park.
As of this year, more than half of the world’s population uses email, which is expected to increase even more to 4.3 billion users by 2023. That’s a lot of inboxes. And inconceivably large audience potential.
To add to this, email marketing also has the biggest ROI of any digital channel at $38 for every $1 spent. This indicates just how cost-effective email marketing is. Emails can boost sales, drive traffic to your website, improve brand awareness and integrate well with other digital marketing tactics.
Why email marketing performs?
Customers like that emails are convenient, personal and instant.
- Email offers are easy to redeem. Since the reader has already registered their email, redemption is often just one click away.
- Offers can be personalised. Whether this is triggered by the actions of the client or in line with what they have signed up for. Familiarity can be created by using details like first names.
- Emails are instantaneous, which means they are relevant to current marketing offers.
People simply prefer email. Why? One likely reason is that it’s permission-based. Those on your mailing list signed up because they want to get updates from you. It gives the customer a sense of control as to what content they consume.
“Email marketing is an incredible tool for curating content based on audience engagement.”
There are certain types of emails that consumers particularly like to receive in their inbox.
- Exclusive discount codes
- Rewards and loyalty offers
- Company news and updates
- Free content like eBooks or whitepapers
- Exclusive peeks at new products
As you can see, the purpose of an email can vary greatly, but the call to action is always clear.
So how do we know these are the emails people like to receive? Let’s take a look.
Tracking and customising emails
Email marketing is an incredible tool for curating content based on audience engagement.
Tracking the open rates, click-through rates and conversions lets you examine which content is making your customers take action. Unsubscribe rates are also useful in understanding what your audience does not want to receive after signing up.
Optimising for mobile is another way to increase opportunity as mobile users will simply delete emails that are not optimised for their device. And almost half of all emails are opened on mobiles.
“Experience the benefits of the beast that is email marketing.”
Did you know that emails can also be automated? Triggers and workflows can be used to automatically send messages to leads after they have taken a particular action. This might look like a reminder of the items in an abandoned online shopping cart.
Strategies like these can be implemented to work organically with other digital marketing tactics to increase conversions. Many businesses already have an extensive email list and are simply not utilising it.