Today, the rate of innovation and the number of resources accessible to marketers are nothing short of astonishing. According to VentureBeat, there are 1,876 businesses in 43 distinct marketing categories, including SEO, social, video marketing, sales enablement, mobile analytics, and dozens more.
Furthermore, many of the categories did not exist in the previous year’s.
Only one sector, however, continues to perform well year after year: email marketing. The rationale is simple: email has generated the highest ROI for marketers for the past ten years in a row. Email marketing yields $38 in ROI for every $1 spent and provides advertisers with the largest reach of any medium accessible to them. Despite the abundance of marketing techniques accessible, email marketing is simply the greatest bet for business success.
In this article, we will discuss the reason why you should leverage email marketing for your digital marketing plan, as well as how pros employ email marketing as a core tool in their digital campaigns.
Marketers nowadays must do more with less. They must interact with their audience in a very individualized manner while maintaining within their budget. Marketers who can engage with their prospects and consumers in a highly targeted manner will be effective in generating ROI and income to the organization.
According to research, no marketing category has the endurance of email marketing. While some marketing trends come and go, email continues to be the most potent medium available to today’s marketer.
Here are 7 Evidences Why:
1. Email Marketing Delivers Your Message.
If marketers must choose between adding a new email subscriber and getting a new Facebook fan, they should always choose the email subscriber.
There are two main reasons for this:
For starters, 90% of email is delivered to the target recipient’s inbox, whereas only 2% of your Facebook fans view your posts in their News Feed. This is due to Facebook’s policy of limiting the number of times your posts display in the News Feed in an effort to lure brands to their paid advertising choices.
This is significant when it comes to getting your words in front of the right audience.
This is significant when it comes to getting your words in front of the right people.
On Facebook, if you upload an update to your 10,000 followers, just roughly 200 of them will see it in their News Feed. Alternatively, if you send an email campaign to 10,000 subscribers, at least 9,000 will receive it.
This means that your message is 45 times more likely to be viewed if you send it via email rather than Facebook.
Second, when they signed up for your email list, your email subscribers specifically said that they want to hear from you.
There are strong laws and rules governing SPAM legislation, so if you are emailing a prospect or customer, it’s because they gave you permission to do so. Consider the advertising in your Facebook News Feed – did you ask those businesses to market to you?
Most likely not. You most likely did a Google search or visited their website. That is not the same as voluntarily subscribing to an email newsletter.
Email has been shown to ensure that your communication is seen by your intended target.
Read Also: How To Build & Nurture Email Marketing List Of Quality Customers
2. Email Marketing Has A Broad Reach.
With over 1 billion active users on Facebook and 255 million on Twitter, it’s tempting to believe that social media is the most effective way to reach the masses. These are amazing figures, but the statistics on email usage are not as widely disseminated.
According to Radicati, the total number of email accounts globally was 3.9 billion in 2013 and is expected to reach 15.9 billion by 2021.
While this may be strange at first, consider your own online behavior: When you sign up for a website (such as an online store), you must provide your email address in order to create an account. Even creating a Facebook or Twitter account necessitates the use of an email address. Furthermore, Facebook and Twitter email users when there is activity, such as when someone is tagged in a photo.
Email is the web’s money, and everyone who is online has an active email address. While Facebook and Twitter may appear to be ubiquitous, the ongoing battle over data breaches and privacy means that many users are leaving some social media networks.
So, when it comes to engaging with prospects and consumers, there is no better channel than email.
3. Email Marketing Drives Conversions.
Most marketers are dead set on increasing conversions. Marketers’ ultimate goal is to convert potential customers into paying customers, regardless of whether they do it through leads, sales, memberships, or a statistic unique to your business plan.
And there is no more powerful medium for conversions than email.
In fact, the average click-through rate of an email campaign is around 3% (of total receivers), whereas the average click-through rate of a tweet is approximately 0.5%.
This indicates that you are 6 times more likely to get someone to click on to your website via email than through Twitter. As previously noted, your email subscribers have indicated that they want to hear from you, which is not always the case with social media.
According to a Monetate survey, 4.24 percent of email marketing visitors buy anything, compared to 2.49 percent of search engine visitors and 0.59 percent of social network users.
Furthermore, email is extremely measurable. Customers of Campaign Monitor enjoy real-time access to metrics such as openings, clicks, bounces, forwards, social shares, and more.
Those that link their email marketing into Salesforce may also examine how their email marketing affects business possibilities and deals directly.
As a marketer focused on nurturing leads and driving conversions, email marketing outperforms all other company communication channels.
4. Email Marketing Has A Higher ROI.
Given email’s unrivaled capacity to drive conversions, it stands to reason that it is also the most effective marketing channel for driving ROI for your business. In fact, email marketing generates an average 3,800 percent return on investment for firms, with a $38 return on investment for every $1 spent on email marketing.
These figures demonstrate that email is a cost-effective channel for marketers, but why does it outperform other channels so considerably in terms of ROI?
It all boils down to sending extremely tailored and pertinent messages. Unlike social media, where you can send status updates to every follower regardless of geography, interests, or purchasing history, email allows you to be hyper-targeted with your communications.
The more information you have about your consumers in an email marketing tool like Campaign Monitor, including insights from connected systems like your CRM, customer support solution, and so on, the more targeted you can be.
Customer Campaign Monitoring Rip Curl used segmentation and dynamic content to give the appropriate message to the appropriate person. For example, they know the gender and location of their subscribers, so they can ensure that females in the United States receive a promotion about bathing suits during the summer months while guys in Australia receive an email about wetsuits during the winter months.
This use of segmentation and dynamic content ensures that the content they send is relevant to each individual reader, and that relevance motivates individuals to click-through, make purchases – and therefore increases the ROI of their email marketing campaigns.
Read Also: 10 Compelling Reasons Why You Need Content Creation Plan
5. Email Marketing Is The Preferred Communication Channel.
For many people, social media is a personal form of communication that they use to stay in touch with friends and family. People visit their social media accounts to view images and updates from people they know and care about.
Email, on the other hand, is a far more professional medium, and customers expect to get product and service information through that channel.
According to MarketingSherpa, the vast majority of individuals prefer to get promotional materials via email, while only 17% choose social media.
Many corporations have spent millions of dollars in recent years to acquire significant social followings in order to communicate and engage with an audience.
However, while businesses invest in numerous social media sites, Facebook’s algorithm is often altered to minimize the number of followers who will see a brand’s post, unless those posts are paid advertisements.
This tactic is so common that 98 percent of brand followers will never see the posts in their News Feeds. Twitter appears to be heading in the same direction, with the launch of an algorithm-controlled feed.
The problem with channels like Facebook and Twitter is that they are owned and managed by third parties, putting marketers at the mercy of changes made to their platforms.
Meanwhile, email is not owned or controlled by a single business. It’s an open communication platform with a plethora of services that allow you to send and receive emails.
The vast range of organizations involved in email marketing assures that no single party can make changes that have a wide-reaching impact, and unlike Facebook or Twitter if you invest time and money into creating and developing a great email list, your subscriber list will be an asset you own. As a result, you will be able to utilize your list without fear of someone limiting its efficacy.
6. Email Marketing Is An Open Platform.
Many corporations have paid millions of dollars over the past several years to buy wide social followings to interact and connect with the audience.
However, while companies are spending in numerous social media platforms, Facebook has often altered its algorithm to minimize the number of followers who see a post for a business, unless if these postings are sponsored advertising.
This tactic is so pervasive that 98% of brand members are never able to view the posts on their news feeds. The revelation that Twitter would provide an algorithm-controlled feed is apparently headed in a similar way.
The problem with channels such as Facebook and Twitter is that they are third party owned and managed, and marketers are therefore expensive for modifications to their platforms.
Meanwhile, no particular entity owns or controls email. It is an open communication platform and many services offer access to sending and receiving e-mails.
The vast range of e-mail marketing organizations ensures that no party can make a widespread change and unlike Facebook or Twitter, your subscriber list will be an asset for you if you devote time and money to build and develop a large e-mailed list. So you may leverage your list without anybody threatening to limit its effectiveness.
7. Email Marketing Will Be Around Forever.
Do you remember MySpace?
Between 2005 and 2008, the site was the largest social networking site in the world, and in June 2006, it surpassed Google as the most visited website in the United States. But where has MySpace gone? All of those people soon went on to other social networks, and the site is now ranked 1,500th in the United States.
Imagine spending a substantial amount of time and money to establish a following on a platform only to discover that it is now a ghost town a year or two later. The consequences for your capacity to reach and engage potential customers would be disastrous.
Email, on the other hand, has a long history of reliability. The first promotional email campaign was sent to 400 people in 1978, and email has grown steadily since then.
Surprisingly, the email field has grown from a period when you needed a developer to build an email to today, when technologies like Campaign Monitor enable the modern marketer to easily produce and distribute attractive branded emails. This move has given more people access to the power of corporate email.
Unlike growing a social media following, growing your email list is a reliable long-term investment that will pay off for many years to come.