With newer, cooler channels hogging all the limelight (we're looking at you Threads and TikTok) it's easy to assume email has had it's day and is no longer relevant. However, the reality is the exact opposite.
Email marketing continues to be a powerful and effective strategy for all types of businesses all around the world.
And here's why - 10 reasons why email marketing still hits the mark
01 - It's owned media: one of the most significant advantages of email marketing is that it's a form of owned media. Unlike rented media spaces such as social media platforms - where you're subject to their rules and algorithms - email marketing allows you to control the narrative completely. You own your email list and no one can take it away from you! (subject to customer consents, naturally.)
This direct line of communication with your audience allows for more personalised, targeted, and consistent messaging which can lead to higher engagement and conversion rates. And why pay a third party intermediary to talk to your own customers?
02 - It's reach is broad: with over 4 billion email users worldwide email marketing allows businesses to reach a vast audience. No matter who your customers are they're likely using email - making it a universally accessible platform.
03 - It generates a high ROI: email marketing offers an impressive return on investment (ROI). According to a study by DMA for every $1 spent on email marketing the average return is $42. This makes it one of the most effective marketing strategies in terms of ROI.
04 - Targeted marketing works a dream: email marketing allows for targeted and segmented campaigns. You can divide your audience into different segments based on their preferences, behaviour or demographics and send tailored messages to each group - increasing engagement and conversions.
05 - You can build relationships: email marketing is an excellent tool for building and nurturing relationships with customers. Regular, valuable communication helps to keep your brand at the forefront of customers' minds and fosters loyalty and trust. A customer who's opted in and wants to hear from you will read your message. Compare that to social networks where you don't even know if your customer will see your message.
06 - It's versatile: whether you're sharing a company update, promoting a new product or providing educational content, email marketing is versatile enough to serve various purposes. This flexibility allows businesses to use email marketing in a way that best suits their goals and audience. No more fitting your message into the format a third party wants you to use - go your own way!
07 - You can automate: email marketing automation allows businesses to send the right message at the right time without manual effort. From welcome emails to abandoned cart reminders automation can significantly improve efficiency and effectiveness.
08 - It is oh so trackable: with email marketing businesses can track open rates, click-through rates and conversions providing valuable insights into campaign performance. This data can be used to refine and optimise future campaigns and build a more detailed picture of what a customer responds to (or not).
09 - It plays nice with other marketing strategies: email marketing can enhance and support other marketing strategies. For example you could use email to drive traffic to your website, promote your social media channels, solicit reviews and feedback or boost event attendance.
10 - It's a long-term relationship: email marketing is a long-term strategy. Building a quality email list takes time but once established, it provides a sustainable and consistent channel for reaching your audience. Social media networks may come and go but email is the ever constant partner you've always wanted!
Despite the rise of new digital marketing strategies, email marketing continues to hold its ground. Its ability to deliver a message to a customer (whether that customer is on a desktop or mobile device) and reliably create trackable quantifiable customer engagement for a cost effective and predictable price still means it is the channel to beat. Of course you don't hear this so much because all the other publisher owned channels spend so much time and money marketing themselves to marketers!
Email marketing is the cost effective solution your business needs and it's hiding in plain sight. If you haven't already incorporated email marketing into your digital marketing strategy now is the time to do so. Feel free to reach out to us at Acknowledgement - we've long been advocates of email marketing and have helped many of our customers achieve amazing results with it.
So remember, in 2023 email marketing isn't just surviving - it's thriving 😀