Email marketing is one of the oldest digital marketing techniques. Email was first used as a marketing tool in 1978 by DEC and generated 13 million USD in total sales.
Since then, this marketing tactic has become one of the most widely used marketing channels in the world.
It’s true, as market trends shift and new channels emerge, isn’t as lucrative as it used to be. However, today email marketing is still one of the most effective ways to build an audience and convert them into sales. Therefore, there is nothing wrong if you are just starting to learn more.
What Is Email Marketing?
Email marketing is the practice of maintaining communication between brands and leads and customers via mail. The most common email-based messages include email newsletters, promotional campaigns, and event announcements.
Usually, email marketing is able to generate a higher ROI compared to other market channels, such as social media and SEO.
The main reason behind the effectiveness of this marketing tactic, when compared to social media and SEO, is because you have direct reach to your audience.
Is Email Marketing Still Relevan?
Yes. According to a study conducted by eMarketer, the median ROI from email marketing is 122%, which is four times higher than other market channels.
This is also the reason why 86% of marketers think running more is “important” or even “very important”.
Why Email Marketing Is Still Relevant
This marketing technique is still relevant today because:
- Direct reach to the audience
When a new subscriber registers, you will get direct access to their inbox. It is this advantage that Facebook, Twitter, Instagram, or other social media platforms fail to offer.
This is also the reason why the engagement rate on email marketing is better than social media channels.
In comparison, mail has an average open rate of 22.71% (Mailchimp), far higher than Facebook’s median engagement rate of only 0.09% (RivalQ).
- Email is the most appropriate platform for sending marketing messages
According to a study conducted by Hubspot, 86% of consumers prefer to receive messages or advertisements via mail compared to other platforms such as Facebook ads, TV commercials, telemarketing calls, and others.
- Better Conversion Rate
According to McKinsey, mail is able to convert leads into consumers 40 times more than Facebook and Twitter conversion figures combined.
Benefits of Running Email Marketing
If you are still unsure about running mail , here are some of the main benefits that your business can get from running an mail strategy:
Email marketing allows you to design personalized campaigns and content to suit different audiences.
By segmenting audiences, you can present a variety of content to meet the needs of each audience segmentation. Personalized content will certainly be more effective than generic content because it is more accurate in responding to consumer expectations.
Increase the number of sales Apart from being an effective marketing tool, you can also use mail to increase sales.
In fact, 59% of marketers think that email is the source of their ROI, and those who implement mail with campaign segmentation experience increased profits by an average of 760%.
Email marketing campaigns can be designed to showcase and promote your business products or services.
Apart from that, mail is also very good to use as a channel for running remarketing campaigns, inviting your consumers to complete their buyer journey by offering various promos or discounts.
Increase Traffic to the Website
You can also run email marketing to help increase traffic to your website. Through mail, you can promote interesting content on your website to a wider audience.
When promoting your content via mail, also make sure to add a clear and attractive call to action (CTA) so that the audience is intrigued to enter the website to see your content.
By combining it with inbound marketing, mail can be one of the most effective channels for getting leads.
For example, you have lead magnet content that requires the audience to fill in an email address to get or download the content.
You can use the mail address information obtained later to run mail by sending information and attractive offers to your potential customers.
Gather Feedback and Run Surveys
Customer experience is an aspect that needs attention if you want consumers to continue to interact and use your business products or services.
Email marketing can be a great tool to help improve the customer experience for your business. For example, you could run a customer satisfaction survey via email to get valid feedback from them.