With such strong reasons to use email marketing, it’s hard to see why you wouldn’t use cost-effective, high-conversion email to reach and convert potential customers.
How many email accounts in the world?
We’re not suggesting you should want to email everyone in the world, but the fact that there were around 4 billion email accounts active in 2020 and this figure is only increasing, illustrates the point that email remains a main tool for maximum reach.
Most adults check their inbox daily, and are known to read content that, first of all, they’ve signed up for, and secondly, is personalised to them.
It doesn’t have to be email marketing OR social media
According to recent statistics, there are around 3.96 billion people in the world using social media platforms of one or more. While this means getting your content seen in more than one place, potentially, for each social media user, if you are multi-posting to social media, it is a less stable environment than an inbox.
Social media accounts come and go. And featured ads are seen as salesy, with sponsored posts known to be skipped past, and considered of less integrity, than other posts.
Don’t make a choice between email marketing or social media. There is a place for both, but the content must be purpose built for the environment.
1. Email has reach and stability
To sign up for anything online, you have to put in an email address. And so much official correspondence is sent by email now that people will check their inboxes at least once a day. More stable than social media accounts, email is the currency of the internet and as such, is definitely a channel worth using.
2. Email has more chance of being seen than social media content
What would you rather have – an email subscriber or another follower on Facebook?
When you hit send to an email subscriber, the chances are, if the subject line and content is targeted, the subscriber will read your content. With social media, there is only something like a two per cent chance of a follower seeing it.
The answer is simple, you would rather have a proactive email subscriber any day of the week.
3. Email has a higher conversion rate than search engines
The conversion sales rate of email marketing is just over four per cent, whereas the conversion from a search engine browse is just over two per cent.
Targeted marketing via personalised email is purpose-built to be more personal and relevant to your potential customer than anything else.
4. Email marketing is cost-effective
You need a conversion copywriter and a graphic designer as a minimum. Compared to print and other digital online campaigns, email marketing is cheap.
Even if it took a day to craft an email it would still be cheaper than many other campaigns. Email marketing as such sees a higher return on investment than other marketing channels.
5. People expect emails
It’s true. If people have heard of you, they expect at some point in time to receive an email from you. After all, millions of other companies send your customers and prospective customers emails, why shouldn’t you?
They are not going to be shocked, upset or offended to receive a good piece of marketing from you, in fact, they expect to receive it!
6. Email marketing improves SEO
Email marketing generates and maintains your brand awareness. When recipients receive your email, no doubt you will be using a manner of ways to direct them to your website to either buy, or see further details. This will generate more traffic to your website – purposeful traffic, which will, in turn, improve your SEO.
7. Email isn’t going anywhere
Technology has put email in the hands of normal people and businesses. It’s accessible to nearly everyone and you don’t need a licence to create or send emails. (Although you do need to adhere to GDPR.)
Whereas social media and community platforms come and go over time, email remains stable and significant, and isn’t going anywhere anytime soon.
The assumption with all of these points is that the content for your email marketing is relevant and highly appealing, this means well-designed, well-written and built with strong UX to guide your browser through the process you want them to follow. Got all that?
When email marketing is done well, it’s an absolutely essential component of your marketing arsenal.
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