Why email marketing matters: the benefits of email marketing

As social networks grew in popularity, many marketers began to question the future value of email marketing. However, those thoughts quickly faded away as marketing experts say that the return on investment (ROI) of email is still the best among all marketing channels. What are the advantages of using email? Take a look at this list of reasons why email marketing is king for business owners.

What are email marketing and the benefits of using it?

Email marketing is a type of direct marketing that involves companies that send promotional messages by email to a group of prospects and customers. It is widely used as an efficient and cost-effective method for acquiring new customers, to create brand awareness and to increase product sales, as well as to build trust and loyalty with a company's customer base.

The role of email for marketing professionals continues to grow, despite the growing popularity of social networks and text messages. This is demonstrated in the global benchmarking research presented in the report, Email Marketing and Marketing Automation Excellence 2017:

Compared to other digital marketing channels, email is better qualified by marketing specialists, with 53.6% of respondents as excellent or good. Social media marketing and search engine optimization are ranked second and third by sellers, respectively, with excellent or good ratings of 50.9% and 45%.

More than half (58%) of the companies surveyed said they plan to increase their marketing budget by email, while only 7.5% plan to reduce their budgets.

The sellers in this survey also expressed their confidence in the advantages of emails, especially compared to other marketing channels. But what benefits of email marketing were marketers trying to achieve? These are the main benefits of email marketing, according to the marketing professionals who responded to the survey:

23% said that it generated more leads.

19% said that sales improved

17% said that the improved conversion rates

13% said reduced marketing costs.

12% said they identified potential customers of better quality.

9% said they were integrated with other means to boost the response.

3% said shorter sales cycles.

Advantages of email marketing

The following advantages of email marketing demonstrate why email marketing is effective and continues to be widely used by marketers today:

Email is the marketing channel preferred by consumers to communicate with companies. According to an investigation carried out by MarketingSherpa, 60% of respondents chose email as the preferred way to receive promotions and periodic updates from the companies with which they are interested in doing business. Only 20% of respondents chose social networks and 17% chose text messages.

It has been shown that email generates a better return on investment compared to other marketing channels. A survey conducted by the Direct Marketing Association and Demand Metric of sellers in the United States showed that email reached an average ROI of 122%, which was more than 4 times higher than other marketing channels, including social networks ( 28%), direct mail (27%), and paid search (25%). And in 2016, email marketing generated a return on investment of $ 44 for every $ 1 spent, which went up from $ 38 in 2015.

You can easily personalize your email messages. From the insertion of a subscriber's name into subject lines and email messages to the creation of emails aimed at the individual interests and needs of customers, there is a wide variety of marketing and software tools available today that can help companies simplify and streamline the process of sending personalized emails to their customers. base.

You can easily segment groups of your prospects and clients and send them specific marketing messages that suit your personal needs and interests. By segmenting your email list, you can take the personalization of your emails to a whole new level. Demographic, geographic and behavioral (for example, past purchases) are some of the types of data you can use to target different segments of your email list and send more relevant and personalized email content.

With automated emails, you can increase your marketing communications one by one and, at the same time, reduce the number of employee hours needed. Automation is the cornerstone of successful campaigns that are activated and encouraged. It is also another important tool for creating relevant and customized marketing emails. And thanks to advances in email marketing automation software, it's more affordable than ever, even for many small businesses. For more information and marketing tips on how to harness the power of automation for your email marketing campaigns, visit our following marketing resources:

It's easy to test, optimize and continually improve your email marketing results. What subject lines, headings, calls to action, headlines, content marketing messages, and email template designs resonate more with your target audience? With the right email test and optimization strategy, you can quickly improve the elements of your email campaigns to achieve substantially better performance results and a higher return on investment.

To learn more about our successful e-mail optimization and testing strategy, which we use to drive double-digit percentage improvements and even the performance of our customers' e-mail campaigns, be sure to read our recent article on the topic: "Use of e-mail Testing and optimization to improve your campaigns ".

Email makes it easier for your subscribers to share your marketing messages. With the click of a button, your subscribers can share the email message of your company, such as a promotional code or details of a special sale, with your friends and colleagues. Take a look at this recent NewsLever feature to get proven and true tips to optimize the performance results of your reference email campaigns.

It's easy to track engagement, as well as sales and conversions, in your email campaigns. To make intelligent and data-driven decisions about your email marketing efforts and optimize the return on investment of your email, there are key email metrics that you must measure and analyze. That's what we covered in this article: "Data-Driven Email Marketing-Key metrics that should be tracking" In addition, FulcrumTech has developed an online email analysis to the IntelliSents platform marketing-which makes the organization and analysis of Email marketing data even easier. IntelliSense presents data in easy-to-read panels for monitoring and real-time monitoring of email campaign performance. Be sure to check it!

Email marketing is ecological. Help save paper (and trees, too).

Why use Email Marketing?

Why is email marketing important? Compared to the many marketing channels currently available to reach your target audience, email is the most effective channel for attracting attention, as well as attracting and connecting with prospects and customers to drive sales and revenue. No other channel is as successful in building strong relationships with customers as email marketing.

10 benefits of email marketing

What are the benefits of email marketing? If your company or business does not use email marketing, should they do it? The answer is probably yes since email is systematically cited as one of the marketing channels that offer the highest return on investment.

Email marketing is used by thousands of companies of all sizes around the world. Those who are not familiar with this marketing method may not immediately understand why it is so popular with companies in a variety of industries, but here are ten reasons why email marketing is seen by many as the channel of choice. more effective marketing

1. Low costs

One of the most obvious advantages of email marketing is its lower cost compared to the main marketing channels. There are no printing or shipping costs and no fees are paid in exchange for the exhibition in a specific billboard, magazine or television channel. E-mail marketers may consider investing in specialized software to automate, track and evaluate their e-mails. Of course, there may be a small cost to send thousands of emails at once, but these costs are much lower than you would expect to pay using other marketing channels.

2. Reach an audience already compromised

Email marketing is one of the only channels that consumers request to receive. Most companies that use the platform only send messages to those who have registered to receive them. This can allow much higher conversion rates since a business is only aimed at those who already have an interest in your brand.

Of course, it is possible to send unsolicited email marketing messages, but this is likely to bother consumers and result in a damaged brand image. As a company that offers email marketing software, we recommend that you do not use the purchased lists for email marketing: the results you will see when you increase your list and the organic acquisition of customers will allow you to obtain much stronger results.

3. Deliver targeted messages

Most marketers would happily pay to make sure they were only spending money for those interested in their brand. However, email marketers can go one step further by only sending emails to subscribers that meet certain criteria.

If a franchise only has one offer in certain areas of the country, you can easily arrange for emails to be sent only to people who live in certain areas. If there is a sale of sporting goods, it can only be organized for those who have shown interest in sports to receive an email.

Segmentation of the email list works fantastically for brands that get information about their subscribers. Studies have shown that marketers who use this tactic often have better participation rates as a result. The old 'send and pray' method to send the same email to each subscriber or customer no longer works, and the companies that see the best results from their email marketing are segmenting data and campaigns to make sure they are sending the message more relevant to the individuals.

4. Promote income.

Marketing Week reports that email generates around £ 29 billion of retail sales per year.

Email marketing is ideal to take advantage of impulse purchases. There are not many other marketing platforms that allow customers to move from witnessing an offer to buying an item with just two clicks of a button. With an attempt to call for action and a direct link to the box, email newsletters can boost sales like no other channel.

You will find a wealth of information on how you can successfully use psychology in email marketing to help improve your results, including one of our most popular content.

5. Easy to start

Email marketing does not necessarily require a great team or a lot of technical knowledge to be successful. Without a doubt, it is possible to animate an email campaign with templates, videos, images, and sophisticated logos. However, some of the most successful campaigns use simple plain text emails, suggesting that the most important thing is the content of an email.

6. Easy to measure

Another key benefit of email marketing is that it's easy to see where you're wrong. Most email marketing software will allow you to track the opening, click, and conversion rates, which simplifies the detection of a campaign. These changes can also be made almost immediately, while print or broadcast advertising requires a bit of effort to modify.

7. Easy to share

Subscribers can send bright offers and offers to their friends at the click of a button. There are not many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; Focused on introducing your business to a new market.

More and more we see brands that intelligently use this tactic, and social proof has become a great influence on online sales in recent years.

8. Reach a global audience

What another marketing platform allows you to instantly send a message to thousands of people around the world? Sure, social media can help spread it among a global audience, but you do not know who is really reading your content.

Alternatively, you can always get hyper-local using one of the other ten benefits: segmentation.

9. Instant impact

Due to the immediacy of email, a company can begin to see results within minutes of sending emails. A 24-hour sale is a brilliant marketing strategy that can be used by email, as it creates a sense of urgency and convinces subscribers to take immediate action. In general, companies have to wait for weeks until they see sales coming as a result of print or broadcast campaigns and, even in that case, how can they be sure which was responsible for the purchase?

10. Unparalleled return on investment.

In the business world, the results are possibly all that matters. Keeping this in mind, the main reason why most companies invest in email marketing is the fantastic return on investment. According to the DMA, the return on investment by email increased from an estimated £ 30.03 for every £ 1 spent in 2016 to £ 32.28 in 2017.

It is clear that email is still the most effective marketing channel available to all companies. Maybe it's time for your company to start making email marketing a priority.

Take a look at our own email marketing platform and discover how we are helping thousands of brands achieve great results from email marketing.

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