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Email Marketing

The Top 12 Reasons Why Email Marketing is One of The Most Effective Marketing Channel

Email marketing is widely used by businesses of all sizes worldwide. Why is it so popular? It has been around for a while; however, it continues to drive significant results. Making an email list can seem daunting to new bloggers, but there are many reasons why email marketing is seen by many as the most effective marketing channel in the industry today. In this article, I’ll share the top 12 reasons your business should make email marketing a significant part of its marketing strategy. Each reason will be followed by an example of how it can benefit your business if you use it correctly. Finally, you’ll learn how to engage your target audience and build relationships that will help you succeed with email marketing!

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

Leo Burnett

Top 12 reasons your business should make email marketing a significant part of its marketing strategy

1. People check their email daily.

 It’s no secret that email is one of the most effective marketing channels. Whether it is a work email or a personal one, people tend to check their email at least once per day. It allows businesses to reach their target market regularly, and that’s a key. For example, 60% of adults check their emails at least once a day. And that figure increases dramatically for millennials, as around 80% are likely to check their emails daily. What’s more, 27% of email recipients open an email within 5 minutes of receiving it, and 49% open an email within 15 minutes.

2. It's cost-effective

Its cost is way lower compared to other marketing channels. You might consider investing in specialist software to help you automate, track, and evaluate the emails. Still, these costs are far lower than what you would expect to pay using other marketing channels. No other channel offers targeted access to people who are genuinely interested in your products or services. You don’t need to buy airtime on television or make a video that might not even be seen when all you have to do is reach out to people through email. It’s incredibly efficient: It can take years for a single customer to walk into your business, but with email marketing, you have a chance of reaching out and connecting with them in minutes. And unlike other channels, email marketing is easier and more effective from day one.

3. Reaching an audience that is already interested in your business.

A significant benefit of email marketing is that it enables you to reach people who are already interested in your products and services. In addition, because many of your audience members signed up for your mailing list, they already know and trust you, which will make them more likely to open any future emails you send out. Even better, once these subscribers have opened a few of your emails and become accustomed to your message, they may even begin forwarding those messages along to their friends. In other words, email marketing is an effective channel for reaching an audience that is already interested in what you have to offer!The customer is the one who subscribes to your email marketing campaigns. Since you’re only targeting people who already have shown interest in your brand, the conversion rates are higher.

We strongly suggest to build your email list and not to purchase lists for your email marketing – the results you’ll see from growing your list and acquiring customers on your own will get you more substantial results.

4. Deliver targeted messages

There are a lot of benefits to email marketing, but perhaps one of its most significant advantages is its ability to deliver highly targeted messages. You can send an email blast to your entire database, or you can segment your list so that certain groups receive different messages. For example, if you run a bridal store and a customer has recently purchased from you, it might be wise to notify her about special wedding-related discounts or new products. However, if another customer has shopped from you twice but has never made a purchase and doesn’t appear to be showing interest in doing so anytime soon, sending him that same email would not be beneficial for either party. Typically, companies would gladly spend money to ensure they were only targeting people interested in their brand. Email marketing helps you be a step ahead and allows you to send emails only to subscribers who meet specific criteria. 

Email list segmentation works like a charm if you know well your customers’ database. Studies have shown that if you use this tactic, you will often have improved engagement rates. Sending the same email to all subscribers is not beneficial anymore. You will see the best results if you are segmenting data and campaigns to ensure that they send the most relevant message to individuals.

5. Drive revenue

Email marketing is excellent for taking advantage of impulse buying. It allows customers to see an offer to buy an item with two clicks. All you need is a tempting call to action and a link straight to the checkout, and email newsletters can drive sales like no other channel. While some marketers choose email marketing to drive traffic to their site, most marketers see it as a sales driver—meaning they use it to collect information from prospective customers and then convert them into paying customers. For many companies, email marketing is more than just an extra piece of communication with prospects and customers; it’s a direct line to sales conversion. In fact, for almost two-thirds of companies surveyed by B2B Marketing Group, email was responsible for driving over half of all leads and sales. So if you’re looking for one channel that can take your company from cold caller to customer contact in no time flat, look no further than your inbox.

6. Easy to measure

With direct mail, phone calls, and other media, it’s often difficult to tell if your message was received and acted upon. But with email you know exactly how many times your emails were opened, what links were clicked on, and how many people clicked on them. This makes measuring performance much easier, which makes your results more reliable. You can even create custom landing pages that further segment your prospects based on where they came from or what they clicked on. This is key. That way, you have a much better idea of where to focus future efforts.   It’s simple to find out how campaigns are performing and if you need to improve them. You can make adjustments as needed and continue measuring success. 

7. Easy to share

Email marketing is one of the most effective ways to communicate with customers. It’s inexpensive to send out emails; when correctly done, you can reach an almost unlimited number of recipients for free through your own email list. And since it’s so easy to share your content online (even non-subscribers can forward or share links via social media), it’s easy for more and more people to find you and ultimately convert you into paying customers.
If the subscriber had an excellent experience with your company, they could quickly become your brand’s ambassadors and forward offers to their friends and family. We recommend including social media share buttons so your subscribers can share their favorites.

8. It could be personalized.

Everyone hates spam. It just makes no sense to anyone who wants to do business with you. One of the most significant benefits of email marketing is personalizing your messages, and we all know that personalized communication is more effective. So be sure to use personable language in your email campaigns. For example, use a salutation like Dear and include someone’s name at every opportunity (i.e., John, do you remember…?). This will make people feel like they are a priority to you, which helps build trust over time and drives more click-throughs than impersonal emails ever could.  Many marketers see better click-through rates if they include the first name of the recipient. You can also send them emails automatically for their birthday, anniversary with your company, and more.

9. You can automate your sales cycles.

One of email marketing’s major benefits is that it allows you to automate your sales cycles. That means you can automate lead nurturing, so every time a prospective customer engages with your company—by visiting your website, say, or downloading a piece of content—they will receive follow-up communications. Some companies use an onboarding sequence that invites people to enter their contact information and set up the first appointment; others have used drip campaigns to guide users through multiple points in their buying cycle. Few examples are abandoned carts, people who have visited your website but didn’t take action, people who haven’t used your services in X-number of days, weeks, etc.  Smart marketers use drip campaigns that automatically send emails to their customers on a schedule. 

10. Reach a global audience and stay on top of mind.

In general, people are overwhelmed with marketing messages. With email marketing, you can reach a global audience and stay on top of mind. Because it’s a personal channel, your readers will feel even more connected to you. Plus, email is flexible and cost-effective. Best of all? It gets results! People who receive emails from their favorite brands take action at a higher rate than those who don’t get emails or other types of advertising like social media and ads online. You can reach your audience at any time. If you have a last-minute promotion or sale, you can create a time-sensitive campaign that would get them just on time to take advantage of it. You can remind them about the benefits of the service you offer and nurture relationships with potential customers. And … you can communicate in real-time with them.

11. Email marketing could be used flawlessly with the rest of your marketing channels.

If you work with a professional marketing company, they’ll be able to integrate your email marketing strategy into their larger marketing plan seamlessly. They’ll know when and how to create and send emails that coincide with your other campaigns. For example, if you have an event coming up in two weeks, email automation can reach out to previous leads on days leading up to that event – potentially increasing your sales. Plus, as noted above, it allows you to build relationships with current clients and customers, leading to increased sales down the road.
You can promote your social media channels, hold a contest, utilize it to get more traffic to your website or social media profiles, OR develop social media content from a well-performing email campaign.

12. You own your contact lists.

Building an email list is important for marketers. With email marketing, you own your list. If you switch email marketing providers, all of your subscribers will still be there when you move them over to your new platform. No one else can send out messages on your behalf. Only YOU can send email communications to your subscribers. This gives you complete ownership and control over building your subscriber base. How cool is that? Yup, totally awesome! 🙂

Conclusion

Each of these top 12 reasons clearly shows that email marketing is still a mighty channel to communicate with your customers. It’s not going anywhere anytime soon, so it’s best to start using it if you haven’t already. We hope you have found our list helpful in explaining why email marketing is effective for many businesses. Needless to say, email marketing is very powerful. Our favorite email marketing platform is Constant Contact. You can try it for FREE and see it for yourself. Constant Contact offers all the tools you need for a successful marketing campaign, plus more.

If you need help to reach your marketing goals and benefit from your email marketing, we would love to help you. Contact us today hello@engagelikebylike.com.

* This post contains affiliate links. If you use these links to buy something we may earn commission.

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