10 Reasons You Need to be Doing Email Marketing
Many people might make the mistake of thinking email marketing is outdated and ineffective, but they couldn’t be more wrong! Email marketing has been described as a rusty old hammer that is always necessary and useful, irrespective of how the environment in which it’s used might change. And for online and digital marketers, that environment is changing and evolving constantly. Although email marketing might not look like the most exciting tool in a marketer’s toolbox, it stays infinitely useful. So much so that multiple studies have been conducted on email marketing’s effectiveness in improving ROI, even as we enter the second decade of the 21st century. So, let’s have a look at why email marketing is such a good marketing tool:
1) It keeps your brand top-of-mind
While social media marketing may seem to be the best way to keep your brand on consumers’ minds, it’s actually been found that most people check their email more than they check their social media! Over 90% of consumers who are online check their email regularly – at least once a day, if not more. Further, more online consumers use email than social media. So this constant email checking means that having an email from your business in a consumer’s inbox is a sure-fire way of ensuring your brand is always visible to consumers.
2) It increases brand recognition
When email marketing is used correctly, it can assist consumers with recognising your brand. By providing current and potential consumers with content that is relevant to your brand specifically, you actually work to differentiate your brand from that of your competitors, which makes it more recognisable and memorable to people reading your emails! It’s important to bear in mind your brand identity when creating email marketing content – you need to ensure that both the subject matter and tone reflects that identity in order for your email marketing to be effective.
3) It keeps customers engaged and informed
It almost feels like this goes without saying, but let’s unpack this advantage of email marketing a little bit. Many potential consumers will end up on your mailing list for a variety of reasons (maybe they signed up for a newsletter, maybe they registered an account), but they might not follow your brand through any other marketing medium, primarily social media. And maybe your brand doesn’t advertise in print media. This means that in many cases, email marketing may be your only point of contact with this kind of consumer.
So, using emails to reach them helps them remember that your brand even exists. Beyond this, it’s a fantastic way of delivering timely and relevant information to your consumers, whether that information be an update about your business practices, an advertisement of a promotion, or nearly anything else! In the case of discounts and promotions, email marketing is a great way to make your audience aware of your offerings.
4) It can be automated
Certainly, email marketers will compose and send emails manually when there’s a need for it – say, a time-sensitive product offer. But by and large, automated email marketing is where a brand will find success. Why? Firstly, as with all automation, it saves time which can then be spent on other marketing efforts. But beyond that, good automated email marketing can increase click/open rates by 120% and conversion rates by 50%.
How? Well, marketers can choose what kind of email they want sent out when a potential consumer takes a certain kind of action throughout their purchasing journey, or a certain period of time has elapsed between certain kinds of actions. For example, when a user creates an account, that can trigger an email sent to them welcoming them to the brand. Or, if 24 hours have passed since a user added a product to their cart but they have not yet made a purchase, this could trigger a reminder email. This kind of precise targeting is what makes automated email marketing so effective.
5) It helps build trust
In an increasingly globalised world, countless brands and businesses exist in any given market or industry. This often results in companies becoming lost in the crowd, almost faceless or anonymous. And it makes sense from a consumer’s point of view not to want to do business with a brand they can’t really ‘see’ – here’s where the element of trust comes in. Email marketing helps make companies more visible to consumers, thereby removing that veil of anonymity. Email marketing can greatly help a brand’s transparency, and transparency is essential in building a consumer’s trust in a brand. Additionally, by personalising emails, brands can help make consumers feel more at ease by creating a sense of familiarity, which helps build that trust, too.
6) It helps drive website traffic
These days, nearly every email from a brand will be accompanied by a ‘call to action’ with a link to a page on their website, such as a button reading ‘shop now’ that directs to a web page listing promotions that brand is offering. By using these buttons, you can get email readers to visit your website and browse around. Buttons which click through to online stores are particularly useful in the case of time-sensitive promotions and discounts where the sale is, in effect, an ‘impulse’ purchase.
And the good news is that whether they do this is easily tracked – plenty of email marketing software provides metrics relating to link clicks. Some of these software programmes can also track where on the website the user moved after being taken there through the button-click. So not only will email users become more familiar with your brand and its product offering, but you’ll also be able to see what kind of content leads them to click through to your website, and what content on your website is the most popular.
7) It can track customer actions
Apart from link-click rates, when using certain email marketing software, you can track a bunch of other user actions, and measure a whole lot of other metrics. This includes email open rates and unsubscribing rates. You can also see on what content in the email people are clicking, if you have multiple call-to-action buttons (whether they direct to different web pages or not). This reporting will help you understand what works and what doesn’t – which headlines are more effective, which kinds of call-to-action are more effective, what kind of email content and subject matter is more effective etc. This kind of data is also useful and beneficial in that it can be applied to other areas of marketing – social media marketing and email marketing in particular can be quite symbiotic when paired correctly. If you integrate Google Analytics (which tracks activity on your website and records the source of a user’s activity) into your email marketing software, you can also measure the leads and sales which are generated as a direct result of your email marketing.
8) It guarantees message delivery
The great thing about emails is that they stay in a recipient’s inbox until they are actively and manually deleted by the recipient. And if you’ve got the right email address, you’re guaranteed that the intended recipient will receive the email because unlike social media, there is no element of chance that the intended audience might see your message if the algorithm is working in your favour.
9) It moves people along the sales funnel
Email marketing often speeds up a consumer’s decision-making process, especially in the case of high-value purchases that are expensive and need consideration (as opposed to impulse purchases). In cases like that, the consumer often needs more information about the product they are intending on purchasing, and email marketing gives them just that in a way social media or traditional above-the-line marketing can’t. As we’ve said, email marketing helps build that trust and confidence in a brand and its product. Which leads us to your final point…
10) It generates sales
When done right, email marketing converts those leads into purchases. When you tailor your message and product offering to your intended audience (and you can do this by segmenting your email addresses into multiples lists to which different emails will go), they are more likely to make the move from potential consumer to current consumer.
So, now that you’ve been equipped with all these valuable knowledge, get strategizing and get writing!