What is the first option that comes to your mind regarding business and marketing communication? Emails, right? And that’s why, in an era of a variety of communication modes, emails are still pro-choice.
Marketing through emails benefits businesses of all sizes and industries. This versatile and potent approach remains reliable for connecting with your intended audience and boosting your business. And that’s why David Newman said, “Email has an ability many channels don’t: creating valuable, personal touches—at scale.”
Over time, the strategies have adapted to the shifting demands of both businesses and consumers, cementing its status as an invaluable marketing asset suitable for enterprises of any scale. Want to know the details of marketing through emails? What’s backing up its everlasting success? Well, here it goes.
What makes marketing through emails durable even in the long run?
The answer to this question is straightforward and obvious. For anything to survive the test of time, it needs to constantly better itself. Emails are flexible enough to be upgradable whenever required and thus, are reliable for transferring data. It offers opportunities for increased personalization and efficiency in marketing efforts.
Also, the power of email marketing has a global and all-inclusive reach and has a professional impression. No doubt, billions of emails are sent on a daily basis. And a major portion of this email blast is dedicated to commercial purposes.
Dazzling returns and marketing magic: the ROI showdown
Marketing through emails unlocks the true potential of your marketing budget. Businesses often utilize the power of email marketing because of its impressive return on investment. It is a goldmine for businesses, with an average ROI of 44:1.
Here are a few points to elaborate on how this high ROI is attained:
- Businesses can start their journey without any upfront investment in tools, lists, or templates.
- Email can be sent to thousands of subscribers with a single click, and for better results, users can be segmented into specific lists based on their unique actions, such as downloading a guide about steel roofs or subscribing to any ‘word of the day’ program.
- And you can enjoy all the benefits of this marketing strategy without spending a significant portion of your routine on it. You can employ automated drip campaigns to send out personalized email sequences over a set period.
As of 2023, marketers have made $42 for every $1 spent on email marketing. This comes to a whopping 4200% ROI! While the crowd of social media platforms has an average marketing ROI of 28%.
Marketing through emails has undergone remarkable transformations throughout its evolution, and the marketers who have thrived are those who’ve skillfully adjusted their strategies to align with the evolving demands of their audience. For instance, the traditional “batch and blast” method has lost its effectiveness.
People are very comfortable sharing their emails
It is easier to get email addresses than phone numbers. The reason is that email service providers offer a higher level of data security. Also, emails are a professional form of networking. So everyone uses them for registration and sign-ups.
This makes receiving information and updates way more convenient than any other physical form of communication like phone numbers. Not to forget, how it is to recover an email account if as a user, we forget our account details.
Marketing strategy with results you can measure
Consumers are most likely to trust email marketing over other forms of digital marketing, like social media and advertising. Employing email analytics enables you to monitor and assess essential email performance indicators, including the click-through rate (CTR), conversion rate, bounce rate, list growth rate, email sharing/forwarding rate, and overall return on investment (ROI).
By conducting a comprehensive analysis of these metrics, you can pinpoint the strengths of your email campaigns and areas where enhancements can be introduced. Just like Karl Pearson said, “That which is measured, improves”.
There’s room for automation and scalability
Using marketing automation software, companies have the capability to establish automated email campaigns, including welcome sequences, reminders for abandoned shopping carts, and tailored product suggestions.
Automation simplifies the workflow, reducing the need for manual intervention and conserving both time and resources, all while ensuring that subscribers receive timely and tailored content.
You have the option to enhance your email marketing package, enabling access to additional features and capabilities. This upgrade could encompass sending a greater volume of emails, refining your email list segmentation, and improving the efficiency of your email campaign automation.
As your business expands, you can effortlessly include additional subscribers to your email list and dispatch a greater volume of emails. In addition, you can integrate your endeavors with various other marketing channels, including your website, social media, and CRM system.
This strategy will empower you to create a more seamless and effective marketing approach for your customer base.
Clarity in communication: reaching the reader directly
Email marketing doesn’t need any middleman for communication. It is a direct method of sharing and exchanging information. When a user shares their email ID, it is a consented way of communication. Your messages will now directly land in their inbox.
It will require some sort of related action like ‘seen, read, deleted, or archived’. This implies that your message has a higher probability of being noticed and read compared to transmitting it through a widespread communication medium, like social media or television advertising.
This tool also offers the prospect of categorizing your client base as per their distinct preferences and then sending related emails. This piques their interest and helps start and carry on the conversation.
These kinds of tailored messages can also be sent in the form of drip campaigns, wherein you can strategize a bunch of emails to be sent over a certain period of time.
People check their inboxes multiple times throughout the day
Often people begin their day by checking their emails. And they continue rechecking their inboxes several times a day. This means that if your email lands in their inbox, it gets multiple chances of getting noticed.
This also gives an upper hand to emails. In comparison, people scroll through social media ads and might even forget about them. These ads are also dependent upon their search algorithms which fluctuate way too frequently, with even the slightest actions.
Marketing through emails is customizable
The power of email marketing builds strong relationships with your audience. This opportunity can be utilized to direct them to your associated website, blog, or social media pages. Additionally, this marketing marvel presents the prospect of putting your target audiences into various categories based on their demographics too.
After this, you can send them specific emails that would talk about their preferences. Automating your email marketing campaign is the quickest way to acquire clientele. In addition, it also helps to prompt your existing customers to revisit your services.
You can send various types of customized emails to new and existing customers, to the ones who have left their carts alone for too long, etc. When the messages are tailored to benefit them, you come up as a clear choice in a sea of businesses. And thankfully, today we have plenty of email automation tools to boost your visibility.
Only you get to decide and design your email list
You have complete control over who you want to send emails to. It’s your job and right to pick which email should land where. This kind of regulation helps you be in touch with the right audience and saves time by avoiding sending messages to unrelated prospects.
An engaged audience is an asset for businesses. You can enrich the reader’s profile with every interaction and use that for future decision-making. Even if one product/business does not work, you can always use the email list to get a headstart in the next experiment.
Can collaboration with other marketing mediums
Email marketing proves its potency as a standalone channel, yet its effectiveness further amplifies when integrated with various other marketing channels. This strategy is commonly referred to as multichannel marketing, offering an excellent means to expand your audience outreach, increase lead generation, and enhance sales.
The most effective strategy in digital marketing involves utilizing multiple channels, and email plays a crucial role in connecting various marketing initiatives. Marketing through emails helps to initiate a multichannel marketing strategy, you can:
- Expand your audience: email marketing not only enables direct communication with your subscribers but also serves as a versatile tool for promoting your content and offers across various platforms, including social media and paid advertising.
- Boost lead generation: by sending tailored emails to your subscribers, you increase the chances of transforming them into potential customers. Email marketing can also be employed to cultivate these prospects and guide them toward making a buying choice. This is one crucial tactic for lead generation.
- Increase sales: email marketing is an effective way to market your products and services, distribute exclusive promotions to your subscribers, and encourage them to return and make repeat purchases.
So you can see that email marketing has immense potential to skyrocket your marketing endeavors both as a primary channel or as part of your main marketing planning.
Quality beats quantity in email marketing
There is absolutely no need to nag your customers by flooding their inboxes with messages. Just go for targeted and scheduled emails. That is the magic of email marketing. You don’t have to be ready with a truckload of messages to communicate with your clientele.
All you need is a curated batch of result-oriented emails and you are sorted. You will now be able to strike up professional conversations with your target audience. Don’t forget to follow the basic rule of communication: give respect to gain respect.
Follow what Nathan Hangen said, “Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so. It’s the same with email marketing. Be on your best behavior at all times and remember … you’re in their house”.
How do businesses use emails?
Businesses collect behavioral information about their email recipients through their ESPs (email service providers). Basically, they get information about the preferences of people and pinpoint their target audience. After collecting this data, businesses start sending emails.
There are three types of emails that organizations send:
- Transactional emails: we often receive emails about discounts or festive offers from stores we shop at. These types of emails are called transactional emails. We share our contact details while making a purchase order at the store. This information is used to brief us about the status of our order. The store also utilizes this scenario as a marketing window by sending promotional business emails. This email marketing strategy has a high open rate of 51.3%, which makes it a preferred style.
- Direct emails: businesses often acquire or lease consumer or potential customer email lists from various service providers. Upon receiving this data, the companies start sending out promotional emails to these contacts. There is no need to be a customer of the company.
- Opt-in email advertising: this is also known as permission marketing. Herein, the consumer has directly consented to receive promotional information about the business by subscribing in some form.
These are the three types of behavioral email marketing strategies that are pursued by organizations. Want to know how to use them for yourself? Well here’s a guide for you. To know how you too can implement these, give this piece a read.
The present outlook for marketing through emails
The power of email marketing has been spanning over four decades, and its enduring popularity is well-founded. It is important to look at this crucial data regarding email marketing:
Despite the growth and prominence of mobile messengers and chat apps, e-mail is an integral part of daily online life. In 2022, the number of global e-mail users amounted to 4.26 billion and is set to grow to 4.73 billion users in 2026.
This data alone is enough to prove how marketing through emails is a timeless affair. Email marketing possesses the potential to fuel substantial business expansion, provided you harness it efficiently.
So what are you waiting for? Embark on your journey of marketing through emails today. And if you need a travel buddy, you can seek out Icegram Express to accompany you.
Conclusion
The assertion that the power of email marketing is obsolete, is often unproven. This viewpoint may arise from a lack of awareness regarding current trends and technological advancements, or it might result from past campaign errors. However, the bottom line is marketing through emails is and will remain an important tool in the marketing toolkit for a long time.
Its ability to adapt to technological advancements, deliver personalized content, and provide reliable results positions it at the forefront of digital marketing strategies. Businesses that take proactive steps to leverage the full potential of email marketing will continue to enjoy its benefits well into the future.
Therefore, if you’re wondering whether email marketing is still highly effective in 2024, the resounding answer is “Indeed!”