Many marketers and organizations expected to move away from email marketing due to the rise of social media and digital technology.
However, email is still a trustworthy practice and remains one of the most extensively used and popular communication tools in the world, so why not leverage this for your digital marketing?
The benefits of email marketing are still very much clear nowadays, and it's definitely something that should be considered as part of a well-rounded digital marketing strategy.
Read on to see the importance of email marketing and how it is used to communicate with users, and why it still matters...
Here are some email marketing statistics that highlight its dominance, and why it's a channel you should probably be using:
The number of global email subscribers was at 4 billion in 2021, and this figure is expected to rise to 4.6 billion in 2025.
Every day in 2022, more than 300 billion emails are expected to be received and sent.
Email marketing, believe it or not, has the highest ROI (return on investment) of any marketing method. According to Litmus, it generates a return on investment of $36 for every dollar spent.
Furthermore, it improves conversion rates. According to various research, email is responsible for 66% of conversions, and a well-written email marketing campaign is 40 times more effective and successful than other forms of social marketing.
Email marketing is both cost-effective and simple when compared to some more traditional marketing methods.
Email marketing is extremely measurable. You have the ability to measure your email marketing campaign success, through metrics such as click-through rates, engagements, and bounce rates, on a frequent basis to receive the greatest results.
However, if you want to get the most out of your email marketing efforts, you must take a comprehensive approach to develop the best and most appropriate email marketing techniques.
Customer segmentation is an underrated strategy for increasing your email conversion rates.
It's time to make the transition from segmentation to micro-segmentation. This entails delving into a customer's behavioural data, preferences, geography, personality, and other factors before categorizing them into specific groups used to build a well-structured and thorough mailing list.
This means that your customer lists should be updated and possibly reissued on a frequent basis, depending on their current behaviour patterns. Content such as polls in your email body can keep you informed about the changing requirements and preferences of your audience.
Nowadays, thanks to the growing use of AI in digital marketing, segmentation has become much easier. These segmentations can be done based on a variety of factors, including: (house location, office location, locations frequented, etc).
Personal preferences and purchasing habits (like a favourite shopping time, favourite food habits, preferable email reading time, time taken to load a cart, history of going back to abandoned carts, etc.)
Age group, gender, occupation, history of travel (preferred travel locations, previous travel history, etc.)
According to Neil Patel, segmenting your email list in detail can boost your open rate by 203 percent. So, in 2022, this is one key marketing tactic you don't want to overlook.
Once you have that customer data, use it to your advantage and personalise your campaigns. According to a recent study by Deloitte, just including your customer's name in an email can increase open rates by 5% and more personalisation can lead to increases of between 11% and 55%.
One of the best things about email is that it can be smoothly integrated with a variety of different social media channels, such as Instagram, Facebook Twitter, LinkedIn, and more.
Businesses can, for example, include social platform symbols in emails and ask readers to follow them.
You could also include a collage of Instagram posts in your emails to give customers a sneak peek into your company's Instagram page.
We live in a smartphone-dominated era. Mobile phones are increasingly used for everything from basic grocery shopping to conducting official meetings.
To grab the audience where they're most likely to be found, your email marketing strategy must include mobile optimization tactics.
Email marketing initiatives are one of the most successful strategies to increase customer awareness of your business and your brand as a whole.
You may, for example, provide educational content about a brand's vision, products, and beliefs, and engage in a constructive conversation with your target audiences through regular newsletters. When potential customers have a better understanding of what your company stands for, they are more likely to engage and connect with it.
Once a customer trusts and loves your brand, you'll have the ability to reward them. A well-built loyalty campaign could offer customers special discounts to keep them returning to your site, time and time again.
There are definitely plenty of advantages to using email marketing, and a wide variety of email types available and it remains a vital digital marketing channel and one that should not be forgotten. So have you factored it into your digital marketing strategy? If you have any questions about Email Marketing, feel free to get in touch today!
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